Basel Ali
UX / UI Designer
Let’s turn your idea into
a great product.
Basel Ali
UX / UI Designer
LUJO is a luxury lifestyle and concierge service platform redesigned for Baroque Group, a USA-based luxury services company. The platform connects high-net-worth individuals with curated experiences, premium services, and personal concierge support. The redesign focused on elevating the visual language and user experience to match the expectations of the luxury market.
This phase focused on understanding the expectations and behaviors of high-net-worth individuals seeking premium lifestyle and concierge services, analyzing the existing platform's shortcomings in expressing luxury brand value, and establishing the design direction for an elevated digital experience.
Redesign to reflect luxury brand positioning
Transform the existing platform's visual identity and UX to match the exclusive, high-end brand expectations of Baroque Group's clientele.
Elevate visual design to match premium service standards
Create an aesthetic experience — through typography, imagery, spacing, and interaction — that communicates exclusivity and craftsmanship.
Simplify service discovery and concierge request flow
Reduce friction in finding and requesting premium services, making the experience feel effortless for high-value clients.
Improve mobile responsiveness for on-the-go affluent users
Ensure the platform performs beautifully across all devices, with particular attention to the mobile experience for traveling clients.
Build trust and exclusivity through design
Use design signals — privacy, personalization, curation — that reinforce the perception of a trusted, elite service provider.
Increase engagement and concierge service conversion
Optimize the user flow from service discovery to concierge engagement to increase the rate of service requests and high-value interactions.
Baroque Group Leadership & Brand Sessions
Strategy and brand alignment sessions with Baroque Group leadership to define the redesign's visual direction and luxury positioning.
Concierge Team Service Workflow Review
Interviews with the concierge operations team to understand how client requests are received, managed, and fulfilled behind the platform.
Client Experience Research
Qualitative interviews with existing clients to understand their service expectations, pain points, and perceptions of the current digital experience.
Technical Platform Review
Sessions with the development team to understand platform capabilities, CMS structure, and front-end technical constraints for the redesign.
Existing Platform Visual & UX Audit
Systematic review of the current website's visual design, brand expression, navigation flows, and service discovery experience.
Service Discovery & Booking Flow Analysis
Mapped the current user flow from landing to service request — identifying where the experience fails to communicate luxury or reduces engagement.
Luxury Brand Benchmark Review
Analyzed leading luxury concierge and lifestyle platforms (Quintessentially, John Paul, Black Card Concierge) for visual design and UX standards.
Mobile Experience Audit
Assessed the responsiveness and quality of the existing mobile experience against the expectations of high-net-worth mobile users.
Affluent Frequent Traveler
A high-net-worth individual who regularly uses concierge services while traveling internationally. Expects seamless mobile access, immediate response, and highly personalized service recommendations.
Luxury Lifestyle Enthusiast
A client who uses the platform to access curated local experiences, exclusive events, and premium lifestyle services. Values editorial quality, careful curation, and a strong sense of brand exclusivity.
Ultra-high-net-worth Client (UHNW)
A top-tier client with complex, bespoke service needs across multiple categories. Expects white-glove digital touchpoints, extreme privacy, and a deeply personalized concierge relationship.
Corporate Account Manager
A professional managing luxury service bookings on behalf of corporate executives and VIP clients. Needs efficient multi-client coordination and fast access to concierge support.
I follow a user-centered, iterative design process to ensure solutions are both functional and delightful. The work is guided by five consistent core stages: