An unparalleled experience for high-end travelers.
Member preferences, lost in the gaps.
For a luxury travel club, the details are the product. But member knowledge lived in the heads of individual Travel Ambassadors, so high staff turnover meant it walked out the door with them. Members were shown properties they couldn't book under their tier, and sales, ambassadors, and concierges each worked from their own version of the truth. Little was captured as structured data and on-site digital support was thin — all of which drove a high cost-to-serve.
Three connected experiences.
I led 25+ interviews and job-shadowing across Denver, Vail, and Real del Mar, talking to everyone from the C-suite to front-line ambassadors, concierges, and members. The findings shaped four personas and three connected interfaces — a member Trip App, a Member Portal, and an Ambassador console on Salesforce Service Cloud, with a concierge tablet app alongside. The core move: stop treating member data as something a staffer owns, and make it follow the member instead. We prototyped the vision through Salesforce's Envision process, then simplified it into a shippable product with real design guidelines, and validated through usability testing and a phased launch.
Lower cost to serve, higher satisfaction.
Cost-to-serve fell while post-vacation satisfaction and added-service revenue rose. Priced as a loss-leader Envision engagement, the pilot proved enough value to grow a $40k engagement into a $4M design, strategy, content, and development program in 16 weeks — and the work was spotlighted at Dreamforce's mobile keynote.