Designing kennel club pages for eagerdog
Eagerdog is an event platform that helps kennel clubs run events.
Problem
On Eagerdog, club organizers run events well, but engagement drops after the event ends. This limits retention and recurring revenue.
Outcome
We designed and implemented the first version of the kennel club page for around 200+ clubs on Eagerdog.
Timeline
1 month (2025)
My contribution
User research, UX redesign, Product strategy
Stakeholders
Eagerdog, Kennel Clubs, Dog owners
What is a kennel club's goal?
To run successful events with maximum participation and visibility, ensuring sustainability of their club and community presence
Problem statement
On Eagerdog,organizers run events well, but engagement drops after the event ends. This limits retention and recurring revenue for both organizers and the platform.
~80%
Despite a strong repeat audience (~80% of participants), limited re-engagement paths mean clubs lose direct access to their most valuable users between events.
Motivation
Understand what motivates return visits: recognition, results, photos, ribbons, social sharing, community
Owner feedback
I only log in to register for events. I just use the links on facebook and instagram to come to Eagerdog just for registration purpose. I don't use eagerdog's event page for discovering new events a lot.
Organizer feedback
We use Facebook to post results and updates, since owners check there.
Secondary research
This research shows trends and insights that support
AKC/UKC/CKC
Many clubs run events monthly or seasonally, and 80% of participants are repeat exhibitors.
→ Eagerdog is missing a chance to retain these repeat users.
AKC / UKC / CKC event patterns
Competitive platforms
Offer event tracking features that sustain engagement.
→ Industry trend toward community-based retention loops.
Competitor platforms (e.g., Eventbrite, ShowManager)
Social media insights
Dog owners engage deeply on Facebook groups post-event → showing a demand for post-event connection.
There’s a clear opportunity to design Club Pages — persistent digital hubs that extend engagement between events, helping owners stay connected and enabling clubs to build ongoing relationships that drive repeat participation.
How might we?
How might we help clubs sustain engagement with dog owners beyond the event weekend?
What did I need to understand?
How might we extend the event experience so owners stay connected with their clubs year-round?
How might we turn one-time event participants into loyal, recurring community members?
How might we create continuous touchpoints that keep dog owners engaged between events?
How might we enable clubs to build lasting relationships with their participants to drive retention and recurring revenue?
My research methods
Conducted workshops: User interviews, SUS, Heuristic analysis
Spoke with booking agents to understand the efforts they put in generating leads, reaching out to the students, etc
Took a tour of the inbox product
Current interaction model
Transactional
01 User interviews
Spoke with club organizers and dog owners to understand how clubs build identity and engagement both online and offline.
02 Competitor analysis
Reviewed platforms like AKC, UKC, Eventbrite, Patreon, and Facebook to learn how organizations present themselves, engage communities, and promote events.
Event discovery
The events page where dog owners discover or search for events
Settings
All club information is accessible in the profile settings to the club owner only
Strategy
Design solution → increase engagement → boost retention → open new revenue stream opportunities
Business impact: Stronger product adoption, club ticket sales and Eagerdog’s revenue growth, clubs get an opportunity to reach dog owner
Ideas
Explorations
Iterations
Club page
Design and value
Club pages not only display vital Kennel club information and promote discoverability, but also play a strategic role of engaging dog owners on the eagerdog platform.
Unlike competitor pages like facebook and patreon, Kennel club pages are designed for event engagement rather than social engagement.
Clubs
Discoverability
We designed a club page for kennels with sections for information, favourite and sharing features, and event schedule. All of these serve a purpose in discoverability and engagement.
Next steps
Measure engagement and conversions
Clubs currently rely on social media and dedicated websites to promote participation, showcase events and share activities with members. Clubs provide membership benefits, sponsorships, and publicity to dog owners.
Gather feedback and make improvements
Other than the club name in event listings, clubs do not have a way to share basic information.
Add value
Dog owners have easy access to their favourite events or clubs. They have to filter for clubs, date and type for every event.