Lifestyle Club: Case Study

- Club

  • Overview

    -Club is aimed at building an exclusive community of wealthy, like-minded individuals focused on lifestyle services and curated experiences.

    I was brought onto a team to develop deliverables used in communicating the business concept to venture capitalist.

    Length of project: 6 weeks

    Role: Lead UX/Product Designer on team of 3
    Responsibilities: Personas, User Flow, Onboarding, Site concept (mobile and desktop), Prototyping, Pitch deck and copy.

  • Research

    Competitive Analysis

    A competitive analysis revealed the strengths, weaknesses, similarities, and differences between competitors offering exclusive memberships around health, travel and lifestyle services.

Findings:

  • All businesses showed eye-catching imagery with emphasis on exotic and luxury destinations.

  • Most websites were static and had heavy text across the site pages.

  • Competitors business model acted as an agency to connect members with services.

  • No competitor offered a local or physical community.

User Needs and Business Goals

  • User Personas

    User Personas were made using clients demographic-survey of qualifying members.

  • User Journey Mapping

    Understanding the user and building a business model to exceed their expectations was key in guiding design choices.

  • Design

    The design began with planning the information architecture around every user touch-point. Making information accessible and intuitive was priority.

  • Onboarding

    Early research guided development in designing intuitive user touch points. The intake process and onboarding would be key demonstrations of the brands strategy.

  • Wireframes

    Wireframes were created to organized features and balance user needs and business goals.

Deliverables

  • Moodboard

    A moodboard wad created to visualize the exotic and luxury lifestyle that would be described to the investors.

  • Pitch Deck

    A pitch deck was created to present the user journey and business model.

  • User Dashboard

    High fidelity mock-ups were made of the user dashboard for desktop.

  • Mobile App

    High fidelity mock-ups of a mobile app was created to tease SaaS business venture.

 Prototypes

Conclusion

In this project I was able to help define the user, create user journeys, information architecture and prototypes.

In retrospect I would have liked to have more contact with potential users aside from the founder. User interviews and the opportunity to run user testing would have offered important insights.