Product Design
Jumeirah Loyalty Platform
Connected loyalty platform
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.
Results
40%Enrollment increase
92%Guest satisfaction
12+Digital touchpoints
8Markets worldwide
The redesigned loyalty platform transformed how our guests interact with the Jumeirah brand across every touchpoint — from booking to checkout and beyond.
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