Redefining Luxury Experiences
User Experience and Visual Strategy for a High-End Membership
G|CLUBS sought to position itself as a platform for luxury memberships, offering exclusive services such as real-time bookings, personalized experiences, and access to premium content. My goal was to elevate the user experience by optimizing their membership portal and key tools such as the booking system and e-commerce features.
Client
G|CLUBS
Project Date
2022 - 2023
Role/Execution
Creative Direction, Visual Design, Design System, User Experience, and Prototypes
Team Members
Carlos Gómez Cartagena, Dominique Myatt, Limarie Reyes, Jhonny Chamoun, Razu Ahmed, Adam, Gabriel Carrero, and Finnes Almenas
Redefining Luxury Experiences
User Experience and Visual Strategy for a High-End Membership
G|CLUBS sought to position itself as a platform for luxury memberships, offering exclusive services such as real-time bookings, personalized experiences, and access to premium content. My goal was to elevate the user experience by optimizing their membership portal and key tools such as the booking system and e-commerce features.
Client
G|CLUBS
Project Date
2022 - 2023
Role/Execution
Creative Direction, Visual Design, Design System, User Experience, and Prototypes
Team Members
Carlos Gómez Cartagena, Dominique Myatt, Limarie Reyes, Jhonny Chamoun, Razu Ahmed, Adam, Gabriel Carrero, and Finnes Almenas
Design Challenge
The redesign of GClubs’ digital experience was driven by the need to align its functionality with the brand’s exclusive image. The challenge was to develop a cohesive visual design that conveyed both simplicity and luxury while resolving usability issues that were impacting user satisfaction. The membership portal, booking system, and e-commerce functionalities required significant improvements, along with the implementation of a reusable design system that could adapt to future developments.
Exploring the Issues
The existing platform presented three primary challenges. Users faced frustration with lengthy and unintuitive processes that made navigation cumbersome. Additionally, the platform’s inconsistent visual design failed to reflect the brand’s luxurious identity, undermining the perception of exclusivity. Finally, key functionalities like bookings and online purchases were inefficient, leading to dissatisfaction and high abandonment rates. These challenges highlighted the need for a comprehensive redesign that addressed both functionality and aesthetics.
Creating Effective Solutions
Through close collaboration with the engineering team, we implemented an expanded design system and a unified brand strategy. This included updating the public website and member portal, enhancing the e-commerce experience for applications and membership purchases, introducing a new membership management system, revamping the experience booking system, and improving both internal and external company communications.
Creating Effective Solutions
Through close collaboration with the engineering team, we implemented an expanded design system and a unified brand strategy. This included updating the public website and member portal, enhancing the e-commerce experience for applications and membership purchases, introducing a new membership management system, revamping the experience booking system, and improving both internal and external company communications.
Creating Effective Solutions
Through close collaboration with the engineering team, we implemented an expanded design system and a unified brand strategy. This included updating the public website and member portal, enhancing the e-commerce experience for applications and membership purchases, introducing a new membership management system, revamping the experience booking system, and improving both internal and external company communications.
Results
35
%
Increase in completed bookings
within the first month of the redesign
40
%
Reduction in technical support calls
due to simplified processes and clear messaging
92
%
Increase in higher satisfaction
users rated the new experience as excellent
Results
35
%
Increase in completed bookings
within the first month of the redesign
40
%
Reduction in technical support calls
due to simplified processes and clear messaging
92
%
Increase in higher satisfaction
users rated the new experience as excellent
Results
35
%
Increase in completed bookings
within the first month of the redesign
40
%
Reduction in technical support calls
due to simplified processes and clear messaging
92
%
Increase in higher satisfaction
users rated the new experience as excellent
Design Journey
01
Research & Analysis
The initial phase involved a thorough analysis of user behavior and platform functionality. User flows and heuristic analysis identified bottlenecks in the booking process, which included redundant steps and unclear navigation that led to high abandonment rates. Users frequently encountered issues with system feedback and poorly highlighted action buttons, creating barriers to task completion. Surveys further revealed frustrations with navigation clarity and the time required to perform key actions. These insights informed the redesign priorities, focusing on streamlining processes and improving user satisfaction. A system audit uncovered inconsistencies in visual and functional elements, prompting the creation of a style guide that established a cohesive and sophisticated design language. This foundational work ensured the platform aligned with GClubs’ luxury ethos.
02
Understanding Our User
The creation of a user persona, Olivia Chen, helped anchor the design process in real user needs. Olivia represented high-level professionals seeking intuitive and exclusive platforms for managing luxury experiences. Her scenario illustrated frustrations with slow load times and unclear feedback during bookings, emphasizing the need for improvements in speed and clarity. Olivia’s motivations to simplify her planning process, access memorable experiences seamlessly, and feel part of an exclusive community guided the design decisions. Her pain points, including confusing navigation and slow processes, underscored the importance of creating a user-friendly and visually engaging experience.
03
Ideation
The ideation phase prioritized simplifying the booking flow to enhance usability and efficiency. The redesigned process allowed users to log in, access the membership portal, select an experience, and confirm their booking with a saved payment method. This streamlined flow reduced unnecessary steps and significantly improved navigation. Initial wireframes explored various layouts for navigation and experience selection, while real-time feedback mechanisms were integrated to provide clarity at every stage. Stakeholders validated the proposed solutions to ensure they aligned with business objectives and user expectations. This iterative approach ensured a balance between aesthetic appeal and functional excellence.
04
Wireframes to Testing
The testing phase involved extensive usability evaluations with 30 participants, all interested customers, divided into groups. Each group performed tasks and provided feedback on their experience. Key aspects analyzed included task completion time, user errors, and overall perceptions of the platform’s clarity and flow. Heat maps highlighted low-interaction areas, guiding further refinements. The iterative process removed redundant steps, enhanced visual hierarchy, and reduced booking times to an average of 90 seconds with only 10 clicks required. These adjustments resulted in a platform that was intuitive and efficient, meeting both user needs and business goals.
Design Journey
01
Research & Analysis
The initial phase involved a thorough analysis of user behavior and platform functionality. User flows and heuristic analysis identified bottlenecks in the booking process, which included redundant steps and unclear navigation that led to high abandonment rates. Users frequently encountered issues with system feedback and poorly highlighted action buttons, creating barriers to task completion. Surveys further revealed frustrations with navigation clarity and the time required to perform key actions. These insights informed the redesign priorities, focusing on streamlining processes and improving user satisfaction. A system audit uncovered inconsistencies in visual and functional elements, prompting the creation of a style guide that established a cohesive and sophisticated design language. This foundational work ensured the platform aligned with GClubs’ luxury ethos.
02
Understanding Our User
The creation of a user persona, Olivia Chen, helped anchor the design process in real user needs. Olivia represented high-level professionals seeking intuitive and exclusive platforms for managing luxury experiences. Her scenario illustrated frustrations with slow load times and unclear feedback during bookings, emphasizing the need for improvements in speed and clarity. Olivia’s motivations to simplify her planning process, access memorable experiences seamlessly, and feel part of an exclusive community guided the design decisions. Her pain points, including confusing navigation and slow processes, underscored the importance of creating a user-friendly and visually engaging experience.
03
Ideation
The ideation phase prioritized simplifying the booking flow to enhance usability and efficiency. The redesigned process allowed users to log in, access the membership portal, select an experience, and confirm their booking with a saved payment method. This streamlined flow reduced unnecessary steps and significantly improved navigation. Initial wireframes explored various layouts for navigation and experience selection, while real-time feedback mechanisms were integrated to provide clarity at every stage. Stakeholders validated the proposed solutions to ensure they aligned with business objectives and user expectations. This iterative approach ensured a balance between aesthetic appeal and functional excellence.
04
Wireframes to Testing
The testing phase involved extensive usability evaluations with 30 participants, all interested customers, divided into groups. Each group performed tasks and provided feedback on their experience. Key aspects analyzed included task completion time, user errors, and overall perceptions of the platform’s clarity and flow. Heat maps highlighted low-interaction areas, guiding further refinements. The iterative process removed redundant steps, enhanced visual hierarchy, and reduced booking times to an average of 90 seconds with only 10 clicks required. These adjustments resulted in a platform that was intuitive and efficient, meeting both user needs and business goals.
Design Journey
01
Research & Analysis
The initial phase involved a thorough analysis of user behavior and platform functionality. User flows and heuristic analysis identified bottlenecks in the booking process, which included redundant steps and unclear navigation that led to high abandonment rates. Users frequently encountered issues with system feedback and poorly highlighted action buttons, creating barriers to task completion. Surveys further revealed frustrations with navigation clarity and the time required to perform key actions. These insights informed the redesign priorities, focusing on streamlining processes and improving user satisfaction. A system audit uncovered inconsistencies in visual and functional elements, prompting the creation of a style guide that established a cohesive and sophisticated design language. This foundational work ensured the platform aligned with GClubs’ luxury ethos.
02
Understanding Our User
The creation of a user persona, Olivia Chen, helped anchor the design process in real user needs. Olivia represented high-level professionals seeking intuitive and exclusive platforms for managing luxury experiences. Her scenario illustrated frustrations with slow load times and unclear feedback during bookings, emphasizing the need for improvements in speed and clarity. Olivia’s motivations to simplify her planning process, access memorable experiences seamlessly, and feel part of an exclusive community guided the design decisions. Her pain points, including confusing navigation and slow processes, underscored the importance of creating a user-friendly and visually engaging experience.
03
Ideation
The ideation phase prioritized simplifying the booking flow to enhance usability and efficiency. The redesigned process allowed users to log in, access the membership portal, select an experience, and confirm their booking with a saved payment method. This streamlined flow reduced unnecessary steps and significantly improved navigation. Initial wireframes explored various layouts for navigation and experience selection, while real-time feedback mechanisms were integrated to provide clarity at every stage. Stakeholders validated the proposed solutions to ensure they aligned with business objectives and user expectations. This iterative approach ensured a balance between aesthetic appeal and functional excellence.
04
Wireframes to Testing
The testing phase involved extensive usability evaluations with 30 participants, all interested customers, divided into groups. Each group performed tasks and provided feedback on their experience. Key aspects analyzed included task completion time, user errors, and overall perceptions of the platform’s clarity and flow. Heat maps highlighted low-interaction areas, guiding further refinements. The iterative process removed redundant steps, enhanced visual hierarchy, and reduced booking times to an average of 90 seconds with only 10 clicks required. These adjustments resulted in a platform that was intuitive and efficient, meeting both user needs and business goals.
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