Product Design
Jumeirah Loyalty Platform
Connected loyalty platform
A connected strategy for a smooth 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
A personal touch in a digital world. The brief was a digital identity and online experience that makes every guest the protagonist of their own Jumeirah story — warmth, generosity and joy in every moment. Within a sunlit expression of luxury, we focused on the character of Jumeirah's properties and the emotional connections they create.
Phase 1
Overview
A personal touch in a digital world. The brief was a digital identity and online experience that makes every guest the protagonist of their own Jumeirah story — warmth, generosity and joy in every moment. Within a sunlit expression of luxury, we focused on the character of Jumeirah's properties and the emotional connections they create.
Phase 2
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 3
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 4
User experience
Cohesive and human-centred. The redesigned navigation lets guests explore, interact and reserve at their own pace. It evolves an outdated three-tiered structure into one system that carries a guest through a vast collection of locations, hotels, rooms and packages inside a single reservation journey.
Phase 5
Design
We designed a smooth end-to-end experience including a personalised dashboard, tier-based rewards visualization and a virtual agent chatbot for loyalty queries and recommendations.
Phase 6
Brand expression
Simplified layouts give the content room to express the revitalised brand through tone of voice, art direction and micro-animations. That leaves space for purposeful journeys that guide guests through reservation while keeping the glamour and the warmth of Jumeirah's hospitality.
Phase 7
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 8
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 developed a comprehensive omnichannel strategy to unify the loyalty experience across native apps, mobile web and physical hotel touchpoints — with personalisation at the core.
Results
8Markets researched
3Channels unified
Adrian led the development of our global loyalty programme with exceptional strategic thinking. His ability to guide clients through complex design engagements while delivering a connected mobile and web experience was invaluable.
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