Product
Privilee Mobile App
Users
UAE Residents
Timeline
18 months
Role
Lead product designer
Skills
Agile methodologies, user research, app design, prototyping
Before diving in, I wanted to give a big shoutout to the team that helped every step of the way, from ideation through flawless execution.
— In this case
The problem
Issues with supporting exploration and accessing benefits due to insufficient profiles
What I did
Led end-to-end product design from research to high-fidelity prototypes
The results
Enhanced discovery and engagement, driving a 300% increase in new membership signups following launch.
What I learned
A few takeaways
As the Product Design Lead at Privilee, I was tasked with redesigning their mobile app to improve the member experience. Privilee provides members access to luxury fitness and wellness venues like hotels, resorts, gyms and free fitness classes across the UAE.
The problem
Through user interviews, we discovered members struggled with exploring Privilee's extensive venue network, understanding logistics that varied across venues, and booking activities directly in the app. The existing experience did not support core needs like convenient browsing, efficient planning, and seamless reservations.
What I did
I conducted user interviews and research to understand pain points with exploration, planning, and the membership experience. I then developed prototypes around venue profiles, signup/onboarding, planning and booking activities/classes, a digital membership card, and personalized recommendation and class scheduling features.
Results
We launched the updated app within 6 months. Surveys found 90% said the new booking feature and digital membership card were easy to use. 80% felt venue pages better supported planning needs.
Metrics showed enhanced discovery and engagement, driving a 300% increase in new signups. Exploration rose 35% to 6,750 sessions monthly. 97% used the new digital membership for check-ins. Support requests fell 50%.
Lessons Learned
Thorough upfront research ensured we understood pain points. Iterative testing aligned the solution with needs. Metrics guided targeted updates. Streamlining processes removed barriers to optimal access and experience of venues including gyms and classes. Continued additions strengthened long-term member bonds. A user-centered approach reinforced the importance of research, iteration and enhancements.