Product Design

Jumeirah Loyalty Platform

Connected loyalty platform

Industry

Hospitality & Luxury

Year

2019

Website

Visit

A connected strategy for a seamless customer experience across native apps, mobile web apps and physical touchpoints. Worked with a Dubai-based luxury hotel group to re-platform, redesign, and launch their global loyalty program with a personalised dashboard and virtual agent chatbot.

The Journey

Beginning

The Challenge

We conducted surveys, user interviews, and focus groups across 8 markets to understand guest expectations of a modern luxury loyalty experience and identify pain points in the existing program.

Phase 1

Research

We conducted surveys, user interviews, and focus groups across 8 markets to understand guest expectations of a modern luxury loyalty experience and identify pain points in the existing program.

Phase 2

Strategy

We developed a comprehensive omnichannel strategy to unify the loyalty experience across native apps, mobile web, and physical hotel touchpoints — with personalisation at the core.

Phase 3

Design

We designed a seamless end-to-end experience including a personalised dashboard, tier-based rewards visualization, and a virtual agent chatbot for loyalty queries and recommendations.

Phase 4

Testing

We ran usability testing sessions with loyalty members across key markets, iterating on the booking flow, reward redemption, and chatbot interactions to ensure a frictionless experience.

Phase 5

Launch

We rolled out the re-platformed loyalty program globally with real-time status updates, push notifications, and integrated touchpoints across the Jumeirah hotel network.

End

The Outcome

We designed a seamless end-to-end experience including a personalised dashboard, tier-based rewards visualization, and a virtual agent chatbot for loyalty queries and recommendations.

40%

Enrollment increase

92%

Guest satisfaction

12+

Digital touchpoints

Markets worldwide

“The redesigned loyalty platform transformed how our guests interact with the Jumeirah brand across every touchpoint — from booking to checkout and beyond.”