Serena Hotels
Prestige Club Loyalty Experience
Serena Hotels
Prestige Club Loyalty Experience
Role:
Senior Product Designer
Timeline:
2026 • 8 Weeks
Platform:
Mobile App
Tags:
Product Strategy, Mobile UX/UI, Information Architecture
Project Overview
Serena Hotels' existing mobile application allowed guests to discover hotels, manage bookings, and access the Prestige Club loyalty program. However, the loyalty experience remained disconnected from the broader customer journey and lacked the premium digital experience expected from a luxury hospitality brand.
My goal was to redesign the mobile experience by integrating Prestige Club throughout the product, simplifying the information architecture, and establishing a refined visual language aligned with Serena's brand.
Challenge
While the existing app included the core features of Prestige Club, the overall experience lacked a clear product strategy. The home experience provided little value beyond a booking CTA, making it difficult for guests to discover hotels or understand the benefits of joining the loyalty program. Loyalty features were available but fragmented across the experience, with profile, membership, progression, and settings lacking a logical information architecture. The challenge was to redesign the experience around the complete customer journey from guest discovery and free membership enrollment to progression, benefits, and Prestige Club Plus upgrades.
The stakeholder envisioned a property booking platform where users explore Lebanon through locals rather than browsing an endless catalogue of accommodations. The challenge was translating this vision into an intuitive product experience that encouraged exploration without sacrificing the efficiency users expect from a modern booking platform. This required establishing a new discovery model, defining the information architecture from scratch, and designing seamless booking flows that balanced playful interactions with usability.
Key Product Decisions
Improved guest discovery and loyalty onboarding
I redesigned the home experience to support both guests and members. Instead of centering the experience around a single booking CTA, the home screen now encourages hotel discovery while introducing Prestige Club throughout the journey. Guests can explore the app and understand the value of membership before creating an account, while signed-in members receive personalized content and contextual promotion of Prestige Club Plus based on their membership status.
User not signed in
User signed in
Reorganized the loyalty experience
I restructured the loyalty ecosystem into clear destinations for membership, points, benefits, activity, and upgrades. This simplifies navigation and makes information easier to find while creating a more cohesive experience.
Original Existing Experience
Simplified points and tier progression
I redesigned the points experience to clearly communicate membership status, progress toward the next tier, earning opportunities, and redemption options, making the value of the loyalty program easier to understand.
Introduced a dedicated Prestige Club Plus experience
I designed a dedicated upgrade journey that explains the value of Prestige Club Plus and presents upgrade opportunities in relevant moments, creating a more natural progression from free membership to the paid offering.
Interaction design became an essential part of the product experience rather than simply adding visual polish. I designed detailed interactive prototypes to define map transitions, host interactions, bottom sheets, search behaviors, loading states, and navigation patterns, ensuring a smooth user experience and clear developer handoff.
Reflection
This project reinforced the importance of designing product experiences around user journeys rather than individual screens. By improving discoverability, simplifying information architecture, and creating clearer pathways through the membership experience, I created a more cohesive loyalty journey that better supports both guest needs and Serena Hotels' business goals.
Jana Abou Zahra