Your Personal Concierge
only one tap away
INDUSTRY
Hospitality &
Concierge
ROLE
UX Designer/
Design Manager
TEAM
Reem, Rich,
Camille, & Nando
DURATION
3 Week Sprint
THE SCOPE
OVERVIEW
Building a Trusted Digital Concierge
This included:
Heuristic Evaluation
User Research
Persona /Journey Map
Problem Definition
Prototyping
Usability Testing
Solutions
Wireframe
RESEARCH PHASE
Heuristic Evaluation →
Exposed usability and credibility gaps in the current platform
Competitive & Comparative Analysis →
Benchmarked gaps in the market LuxeAI could fill.
User Interviews →
Understand our audience’s habits
Research Techniques
Goal of Research
Evaluate LuxeAI’s early product, uncover usability gaps, and understand expectations in the luxury digital space.
We set out to learn:
- How luxury travelers and professionals consume media for recommendations
- How they navigate and manage rewards
- Whether LuxeAI could become a trusted discovery tool that streamlines and elevates their journey
What We Learned
INSIGHTS
Insights to Features
Visual design lacked polish and clarity.
Luxury-first interface with refined typography, contrast, and interaction
Recommendations often felt generic or shallow
Curated concierge experience delivering credible, high-end suggestions.
Onboarding felt confusing and slow
Streamlined onboarding flow with elegant, minimal steps.
Users don’t trust scattered rewards and perks
Consolidated dashboard that centralizes all perks in one place.
LuxeAI combines AI-powered personalization with the credibility of expert-backed curation.
Unlike noisy, ad-driven platforms, LuxeAI:
- Centralizes rewards in one seamless hub
- Filters out inauthentic content
- Delivers trusted, high-end recommendations
The result: a time-saving concierge for professionals and travelers who value efficiency, reliability, and premium experiences.
DESIGN PHASE
Unique Value Prop and Product Market Fit
Balancing Automation, Trust, and Hospitality
For today’s travelers, the digital landscape is fractured. Rewards are spread thin across countless platforms. Recommendations feel more like ads than advice. The promise of “luxury” becomes diluted in the noise.
This is where LuxeAI came in. By harnessing AI, we saw an opportunity not just to simplify logistics, but to bring back the sense of personalized care and hospitality that defines true luxury. Unlike competitors, LuxeAI wasn’t about mass-market convenience—it was about designing a digital concierge that felt as thoughtful and curated as a five-star experience.
With only three weeks, our UX team took on this challenge. The result was the award-winning LuxeAI prototype: an AI-powered lifestyle concierge that centralizes rewards, curates recommendations, and restores a sense of trust and elegance to decision-making.
Within our 3-week sprint, we had to work fast. We focused on elevating trust, usability, and luxury across the platform.
consider widening text field so input is visible
Text field being cut off interrupts visual flow- seems unnecessary as rest of field is blank
Fails contrast check
minimal distinction between loading and active chat- consider smart animations or higher visual contrast
We uncovered key usability gaps — low contrast, limited text field visibility, and unclear interaction states.
Making these issues visual helped
stakeholders spot problems at a glance and align on clear, actionable improvements for a more intuitive luxury experience.
→VIEW FULL EVALUATION
Visualizing The Heuristic Evaluation
Impact of Iteration
With each round, feedback translated into tangible improvements.
Result: Tasks became faster, navigation more intuitive, and the brand’s luxury perception strengthened with every iteration.
Clarity →
Users no longer missed scrolling or hidden content after we introduced gradient and swipe cues (0/5 confusion in later rounds).
Efficiency →
Broader tap zones and simplified layouts reduced misclicks and sped up task completion.
Luxury Feel →
Visual refinements (lighter imagery, balanced hierarchy) preserved the premium tone while making the interface more approachable.
Satisfaction Ratings (1–5)
User Quote: “It felt sleek and premium — but now also easier to use.”
LuxeAI was honored with the top prize at Miami Beach’s ‘Pitch the Beach’ competition, recognized for redefining luxury travel through pioneering AI-powered concierge design.
Participants rated the prototype across key criteria over time:
Satisfaction Rate by Iteration
Prototype
Delivery to Developers
We handed off a polished, high-fidelity prototype supported by a clear developer package:
Annotated flows for onboarding, concierge chat, rewards, and curated experiences
Design report with research insights, rationale, and future opportunities
Figma guidelines for colors, typography, components, and interactions
This ensured developers could build a luxury-first experience with clarity and confidence.
Preparing Files
To further LuxeAI’s design system, we developed a foundational component library in Figma that included reusable elements such as buttons, navigation bars, input fields, and card patterns. This provided consistency across the product and established a scalable framework for future iterations.
Alongside the component library, we delivered a project report and design guidelines outlining research insights, design rationale, and implementation notes.
Together, these files served as a single source of truth for both designers and developers moving forward.
CHALLENGE
LuxeAI showed strong brand potential but weak execution. This made us ask...
How might we transform LuxeAI from a promising concept into a seamless, credible concierge that delivers on luxury expectations?
SOLUTION
We redesigned LuxeAI to:
- Consolidate to one seamless dashboard
- Refine the onboarding process
- Deliver curated recs that feel authentic
- Align with luxury expectations
OUTCOME
Testing confirmed our hypotheses:
Navigation became smoother, tasks completed faster, users trusted recommendations, and LuxeAI was viewed “not just as a source of ideas but as a lifestyle tool for daily use.”
Onboarding & Personalization
Curated Dashboard & Concierge
Discover & Details Page
Progression of Style
LO-FI
MID-FI
HI-FI
Design Highlights
We evolved the design from simple lo-fi sketches to a polished hi-fi interface. Each stage refined hierarchy, contrast, and tone of voice—culminating in a visually rich, yet modern style that feels both intuitive and aspirational. Giving attention to all aspects of the interface reinforces a sense of trust.
We streamlined the onboarding flow with a more immersive and guided entry point.
The experience now emphasizes personalization upfront, ensuring users feel a sense of exclusivity from the first interaction while reducing friction in setup.
The dashboard was restructured to prioritize relevance and trust.
A “Luxe For You” section now surfaces handpicked recommendations, and the concierge access point is more prominent, giving users instant guidance without clutter.
We refined discovery by making categories visually distinct and easier to browse.
The details page now integrates richer context and imagery, making each experience feel curated, credible, and aspirational while staying effortless to navigate.
LUXEAI
How might we transform LuxeAI from a promising concept into a seamless, credible concierge that delivers on luxury expectations?
OUR CHALLENGE
These were the methods we employed, among those, Heuristic Evaluation was given special focus, as it was highlighted by our client as a key priority
Building on this momentum, our team will continue collaborating with Nyah and LuxeAI to refine features, expand functionality, and bring this concierge experience closer to launch.
Awards
*User quote from usability testing
Next Steps
Membership/residence badges → reinforce user identity and trust
Refine “Hey Luxy” branding → distinct concierge identity within LuxeAI
Calendar integration → deeper personalization and timely recommendations
Trip planner expansion → support multi-step luxury itineraries
↓ VIEW FULL PROJECT REPORT
Persona
TARGET AUDIENCE
→DETAILED PERSONA VIEW
“The Traveling Executive”
Interests & Behaviors
Rewards → “Signs up, under-uses”
Decisions → “Spontaneous”
Lifestyle → “High-end dining & travel”
Visualizing the User’s Journey
→DETAILED JOURNEY VIEW
INSPIRATION
RESEARCH
PLANNING
& BOOKING
EXPERIENCE
& ENGAGEMENT
REFLECTION
& LOYALTY
OPPORTUNITY
Position LuxeAI as more than just another AI bot:
- A trusted digital concierge
- A tool that saves time
- A source of confidence and clarity
