II.U by Emaar

End-to-end redesign of Emaar's flagship loyalty and rewards app.

Role

UI/UX Design Manager — end-to-end

Category

Mobile App Redesign · Loyalty

Platform

iOS / Android

Team

Design Leadership
UX Strategy
Mobile Product

The disciplines

Led an end-to-end redesign of Emaar's loyalty app to modernise the experience and lift engagement.

I.Overview

Full end-to-end redesign of the loyalty app to fix low engagement and a dated interface. Restructured the core earn / track / redeem journeys and modernised the visual system to match Emaar's premium brand.

II.My role

Owned UX & visual direction end-to-end; led a design team of 4; prioritised competing journeys; reviewed and approved all UI; supported handoff and QA. Restructured the core journey to make it smoother and more intuitive for the user.

III.Scope

Full redesign — core loyalty journeys, IA, visual system, UI; implementation support. Design team of 4.

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