01
EMPATHIZE

To understand the expectations of high-tier users, I started with competitive research on luxury service apps, high-end travel platforms, and premium card programs. Although direct user interviews weren’t feasible at this stage, I synthesized internal insights from customer-facing teams.

This revealed key motivations—such as speed, exclusivity, and trust—as well as design-sensitive insights:

• Users expect human-like, discreet assistant interactions – not a chatbot.”
• Simpler services like hotel or event bookings feel more approachable, while private jet bookings require more explanation and confidence-building.
• Usage is often time-constrained; flows must be fast and low-effort.

These learnings helped shape the tone, structure, and priority of concierge flows.

02
DEFINE

We created user-centric post-its to reflect inferred needs and pain points, based on internal observations, customer feedback summaries, and stakeholder experience. While not direct quotes, they were written in the voice of the user to drive empathy and clarity during ideation.

After gathering initial insights, I organized a synthesis workshop with the project manager and key stakeholders. We used a “How Might We” (HMW) framing method to transform our observations into opportunity statements. By grouping similar needs and concerns, we were able to refine our focus on a central design challenge:

“How might we enable high-value users to seamlessly access luxury services through the wallet, while preserving a premium and trustworthy experience?”

To support our main goal, we identified several secondary objectives:

• Encourage card activation as an entry point to the service.
• Reduce friction in complex service flows (such as private jets and assistant messaging).
• Clearly communicate the exclusivity and benefits of concierge access.

This definition served as our common framework for making design decisions and prioritizing features throughout the MVP development process.

03
IDEATE

Following the synthesis workshop, I clustered insights into key user needs and experience gaps—ranging from the desire for low-effort booking to the need for trust in high-value transactions.

Using these groupings, I ran a prioritization session to explore potential concierge flows and map opportunities by complexity, value, and feasibility. This led to a clear MVP scope, focused on high-impact but implementable experiences.

04
DESIGN

After we aligned on the MVP scope, I designed seven core user flows to cover the entire concierge experience—from discovery to booking and follow-up management. Each flow was prototyped in high fidelity, showcasing real interaction patterns and a tone consistent with a premium financial product. Below is a breakdown of the designed flows along with the key actions users can take within each.

05
TEST & LEARN

Although the concierge feature was not released to end users during my time on the project, the workflows were fully prototyped and ready for testing. I developed a testing strategy to ensure the design was both usable and effective, particularly since the concierge service was positioned as a key motivator for upgrading to Silver or Gold cards

I proposed conducting moderated usability tests with users who were eligible or near-eligible for premium cards. My goal was to validate not only the user flows but also the perceived value of the concierge service as an incentive to upgrade.

The testing plan focused on exploring:

• Whether the value and exclusivity of the concierge offering were clear to the users.
• If users felt motivated to apply for a premium card after learning about the service.
• Users’ confidence levels in booking complex services, such as private jets and empty leg flights.
• Trust in assistant-led interactions and the communication tone.
• Emotional perception: Does the experience feel premium?

Additionally, I recommended tracking post-launch signals such as concierge feature views before card applications, frequency of assistant usage, and cancellation behavior. This data will help us iterate both the design and its positioning.