ROLE: LEAD PRODUCT DESIGNER
As the luxury market evolves and changes direction, consumers continue to seek truly innovative brands and experiences. We have an opportunity to create an aspirational brand that inspires people to discover new experiences. We want to ease and desligh the discovery process and introduce new categories without being intrusive, while balancing scalability and personalization. We want to create a community that values experiences, remain exclusive and provide the best user and customer experience.
WHO IS SHE
Strong Point of View (Authority)
After deciding on the different services and opportunities that we could feature in the app, we created storyboards for features that would efficiently display the experience we were attempting to capture.
After running a customer survey and gathering data on our top tier customer, we focused on creating an experience that felt very special; the app is a way to unlock personalized experiences to the user. We wanted to focus on understanding and anticipating the user's needs, surprise her and still fulfill services with ease. We created the notion of an everpresent 'Concierge', a live person that they can always chat 24/7, to help the user discover and book new experiences.
For the discovery feature of the app we focused on location based recognition, so when the user is unsure of what to do, we offer recommendations and ease of service wherever they are with hands-free payment: no need to pay anywhere, the app takes care of it for the user. We also focused on prediction, grabbing data from their email/calendar, creating personalized 'Important dates' and making suggestions for these special events/people.
Take a look at the first prototype here.
One of the core values of the product was personalization. Thus the app needed a strong settings and account information. For the initial concept we focused on the concierge as a service for multiple categories and the concept of the 'Hands-Free Assistant'. Once a user personalized their account and enabled various features of the the 'Assistant', the concierge and location based recommendations would be further personalized.