Loyalty platform for luxury hotel group
Jumeirah
Role
Lead UX designer in agency. Worked with visual designer and creative director. Developers and clients were based in Dubai.
Context
Designing a loyalty app (iOS and Android) and creating a loyalty experience on the responsive website (desktop and mobile).
Duration
July - November 2019
Challenge
Jumeirah are a global luxury hospitality brand. They required an app to develop their digital loyalty platform as well as enhancements to the web booking services and browsing experience.
Information architecture
I mapped out the content structure of the Jumeirah website and filtered out what to include in the app based on user and business requirements. Thinking about primary user tasks and contexts guided the grouping of sections.
User flows
I mapped out all user journeys within the app. This was useful when communicating with the developers; it allowed us to validate the journeys and identify any gaps.
Wireframes and functional specifications
I created wireframes for all new app designs and worked closely with the visual designer to ensure consistency throughout.
In the absence of real users we conducted light user testing with people in nearby offices to validate the navigation design and terminology.
Wireframes
Learnings and challenges
The design team at the agency was frequently changing; most team members were new when I joined and there was no prior UX documentation. I was brought on to the project to set the standard for UX practise and piece it all together.
This experience taught me to look at the digital experience through a wider lens and design holistically, rather than designing each feature in isolation.
Through working with dispersed teams I was required to communicate clearly when presenting to the clients and development team.
We had to work around clients who were not user-centric in their mindset; there were no user insights and performance data to help drive decision making. It was at times challenging to get clients on board with designs that were more innovative, especially without resources for user testing. I learned to not get too hung up on things that cannot be changed and instead focus on creating something that pleases both the user and the clients.