From tackling design challenges to fostering team culture, this is my journey of transforming the Privilee experience.
Selling the dreams
Imagine having access to the UAE’s most exclusive resorts, gyms, and beaches at your fingertips. Privilee set out to redefine wellness and lifestyle memberships, but their app needed to evolve to match the sophistication and seamless experience they promised. That’s where I came in.
ROLE
Lead product, UI designer
TIMELINE
Mar 2019 – Jun 2020
LOCATION
Dubai, UAE
Challenges Shaping the Mission
When I joined Privilee as Lead Product Designer, the app faced significant hurdles:
Users struggled to navigate the venue network and understand logistics.
The absence of venue capacity indicators caused frustration.
Browsing and planning lacked efficiency, leading to disengagement.
Membership processes felt cumbersome and outdated.
These weren’t just design problems—they were business problems. And I knew we could solve them with a user-centered approach.
Redesigning Privilee, Together
As the Lead Product Designer, my mission was clear: elevate the Privilee experience and bring its vision to life. Over the course of a year, I:
Conducted in-depth user interviews to uncover pain points and opportunities.
Designed and implemented a cohesive design system for consistency and scalability.
Partnered with cross-functional teams to align on goals and deliver impactful results.
Rapidly prototyped and tested ideas to iterate on what truly worked for users.
It wasn’t just about designing an app—it was about creating a lifestyle tool people loved.
Building Beyond the Product
Privilee was more than a project—it was a collaborative journey. From brainstorming sessions to late-night problem-solving, the year was filled with moments of growth, creativity, and camaraderie.
I grew the design team, fostering a culture of innovation.
We celebrated milestones with team outings and events.
Every challenge became an opportunity to push boundaries together.
Outcomes of the Redesign
Our work didn’t just improve the app—it transformed Privilee’s business
Membership growth from 2,500 to over 12,000 users—a 400% increase within one year.
Drop-off rates decreased by 70%, while success rates for key actions rose by 80%.
Venue capacity indicators reduced support tickets by 80%.
A streamlined signup process enhanced onboarding efficiency.
Privilee’s app wasn’t just functional—it became an experience users trusted and valued.
A Year of Growth and Innovation
My time at Privilee taught me the power of design to drive business growth and user happiness. It was a journey of transformation—one that continues to inspire me as a designer.
