The Project
Jumeirah is a luxury brand of hotels in the Middle East. Their current loyalty programmes have been marketed to senior executives or the upper middle class. Isme was created to cater to the young executives in the UAE. The programme offers exclusive member benefits from complimentary fine dining for two or the entire family to discounted price in VIP accommodations in all Jumeirah Hotels.
One of the programme’s most important product is the isme mobile app which replaces the physical membership card. The mobile app will provide an exclusive member experience. Through the app members can earn and redeem points; and receive promotion and rewards directly on the app.
The Goal:
The goal was to create an app that will serve as a digital membership card. The app will contain the member’s dashboard, programme details and benefits, On-going offers and the Jumeirah brands’ information.
Scope and Constraints:
The entire project includes brand and identity design, website design and mobile app design. With the help of 3rd party design organisations and engineers, we were able to launch the isme brand in as short as 6 months. The short time frame for all the products to be delivered compromised the user research.
My Role:
I designed the user interface of the app following isme’s design system and created low-fidelity wireframes for the required specs of the app. I also illustrated the member journey infographics.
The User Journey
isme’s target market are young executives, who enjoys the finer things in life and who likes to indulge a luxurious weekend with friends or family.
The Mobile App UI Design Process
Following the requirements of the apps’ feature, I started with the enrolment process sketches.
It was also crucial to visualise the member dashboard screen as the membership benefits are being developed.
Low Fidelity Prototype
Design Rationale
Following isme’s design system, I designed the app based on the overall isme theme.
We wanted to create a youthful, hip and warm vibe for the isme brand. We carefully selected photos with warm tones and depicting young individuals enjoying life in the company of their peers.
We wanted to create a youthful, hip and warm vibe for the isme brand. We carefully selected photos with warm tones and depicting young individuals enjoying life in the company of their peers.
Takeaway
Being part of the team in building the new Jumeirah loyalty programme was an honour. It was also especially interesting to collaborate with different organisations outside of our company while using a design system which made our process consistent and efficient.
