Diners Club

Collinson is one of the world's leading providers of airport lounges, offering card networks such as Visa, Mastercard, and Diners Club access to airport lounges through its priority pass scheme. I led a strategic initiative to reimagine the priority pass experience and turn it into a white-labelled solution. Diners Club were the first client for this, and their contract renewal with Collinson depended on this project's success. The deadlines were tight, and the client had high expectations.

Outcome

• A new white-labelled product that Collinson can market to their partners.
• Diners Club renewed their contract with Collinson, which has secured significant revenue for the next three years.
• I have created a Figma template with components and styling variables to allow Collinson to quickly create white-label solutions for new and existing partners.

DISCOVERY

Customers should be entitled to see their entitlements

• The functionality and information were limited to airport lounge visits, reviews, and updates to some personal details.
• Customers are entitled to a certain number of airport lounge visits per year, which differs per card network and type. Since customers have no way of knowing their remaining entitlements, they have gone over their allowance and been charged by their card issuer.
• Those unexpected charges have led to several complaints for Collinson and the card issuers.
• In parts the design isn’t responsive and breaks on smaller screens which impact the quality and overall experience.

UX audit.

DEFINE

What pages and information are needed for the new experience?

The current information architecture (IA) of Priority Pass wasn't suitable for the new white-labeled solution. It was overcomplicated and featured outdated and irrelevant information. The timeframe for this project was tight, so it was essential to get sign-off early in the process to stay focused and allow us to push back to the client when needed to ensure that the project was delivered on time.

I proposed a new structure that combined visits and ratings, reduced outdated and generic content such as lounge updates, and defined a selection of optional pages that could be included. This gives us the flexibility to tailor and adapt the experience to future clients. I presented the new IA to internal Diners Club stakeholders, made revisions, and got sign-off. I then shared this with the developers so that they could start preparing the structure of the new white-labelled solution.

Information architecture mapped in Figma.

IDEATION

Early and often

After agreeing on the new information architecture, I started the design process with wireframes. I focused on addressing the issues identified in the UX audit and explored layouts and flows.
I worked closely with the client, sharing the wireframes early and often. This allowed me to get feedback on the structure and content without the distractions of high-fidelity design.

Key improvements

• I added an entitlements widget on the dashboard - to help customers stay within their entitlement and avoid unnecessary charges.
• I improved the navigation between the app and the wrapped website by including consistent navigation on each page.
• I removed irrelevant information and tailored the experience and information to the needs of Diners customers instead of Priority Pass.

Dashboard wireframes created in Figma.

DESIGN

Flexible, re-usable and consistent

After the wireframes were signed off, I started the high-fidelity designs. Diners Club had provided their brand guidelines; however, I noticed inconsistencies with how they were applied across their website and app. I worked with Diners Club's marketing teams to ensure that I was applying their brand correctly and highlighted some of the inconsistencies.

Diners Club is the first client to be onboarded onto the new white-labelled solution, which will be offered to other clients in the future. Reusability and consistency were key, so I created components and variables to allow us to easily tailor the solution to the new brands.

High-fidelity designs - Diners white labeled solution.

OUTCOME

Contract renewed and revenue secured

I have designed a new white-labelled solution that Collinson can integrate into the websites or apps of new and existing partners. The success of this project meant that Diners Club renewed its partnership with Collinson and secured significant revenue for the next three years.

I have provided Collinson with a re-usable Figma file and supporting documentation to allow them to quickly and easily tailor the solution to the needs and brands of partners with minimal effort.