Product Design

Invitation Only

Client

UAE Holding Group

Skills

Product Design
Art Direction

Role

Product & Visual Design Lead

Due to the confidential nature of the project, please get in touch if you’d like to learn more.

An exclusive,
members-only
experience

This discreet, invitation-only concierge service was created for ultra-high-net-worth individuals seeking seamless access to award-winning stays, world-class dining, exclusive wellness retreats, and once-in-a-lifetime experiences.

The platform was designed to feel refined and elegant while quietly supporting complex service delivery behind the scenes.

The Challenge

The client aimed to create a new, invitation-only tier at the pinnacle of their luxury ecosystem designed for a small, highly curated group of members.

This required an end-to-end digital experience that felt personal, discreet, and refined, while supporting complex service delivery and enterprise-grade operations behind the scenes.

This also involved designing for a newly formed operating model, requiring close alignment between digital touchpoints, service teams, and internal workflows.

Key Constraints

End-to-end coherence
All touchpoints (member-facing and internal) needed to work as a connected system, enabling seamless service delivery across multiple brands and teams.

Extreme simplicity for time-poor users
UHNWI members needed an experience that was effortless and intuitive enough to use rather than defaulting to offline channels.

Speed to launch
The platform had to be designed, validated, and delivered within a 12-week timeframe, requiring clear prioritisation of what truly mattered at launch.

Curated over exhaustive experiences
The platform had to present a selection of high-value recommendations, avoiding service overload while maintaining a sense of exclusivity.

Scope

Product Design Lead across member-facing and internal platforms

Owned end-to-end experience definition from early concept to live delivery

Worked directly with client leadership, brand, and engineering

Led and mentored designers while setting design direction across mobile, web, and internal service tools

Grounded experience design through on-ground service immersion with hospitality teams

Led experience validation with target users to de-risk key design decisions

The Product Ecosystem

Landing Page
A high-touch digital touchpoint for discreet invitation and onboarding.

Concierge App
A personalised mobile platform connecting members to tailored benefits and experiences, managed by dedicated relationship managers.

Service Dashboard
A platform supporting internal service coordination.

This case study reflects high-level design contributions.
Sensitive or confidential details have been intentionally omitted.