RESEARCH | BRAND DEVELOPMENT | UX/UI | PROTOTYPING | TESTING | PRODUCT DESIGN | DESIGN SYSTEMS | DESIGN SYSTEMS | PACKAGING | PRINT
ELEVATING EXCLUSIVITY: CRAFTING A CUSTOM APP EXPERIENCE FOR NEIMAN MARCUS CHAIRMAN'S CIRCLE MEMBERS
The Chairman’s Circle, the pinnacle tier of the InCircle Rewards Program utilized by Neiman Marcus, Bergdorf Goodman, and Horchow, offers exclusive complimentary travel packages curated by the Chairman’s Circle Concierge. Members receive personalized delivery of this prestigious gift from a General Manager annually.
During my time as an in-house designer at Neiman Marcus in 2018, I spearheaded innovating our approach to customer gifting by transitioning from a traditional printed book to a tech-focused experience. This involved creating a branded silver box containing an iPad loaded with a custom app, a leather iPad case, and membership cards. The custom app showcased the nine exclusive travel packages with detailed descriptions and scrolling galleries of destinations.
In my role, I led the production process from concept to creation, researching and sourcing third-party developers due to internal manpower limitations. Collaborating with Fusion of Ideas, I developed wireframes and standards for typography, spacing, imagery, and overall content in alignment with NM's existing brand guidelines. Addressing image quality discrepancies, I established retouching specifications for cohesive visuals across the app's galleries. Coordinating cross-channel efforts, I collaborated on packaging design with the Fusion of Ideas team and led the creation of membership cards with our internal team, while sourcing the leather iPad case with the VP of Creative.
Through my leadership and collaboration, we successfully delivered a technologically innovative travel app that adhered to NM's brand standards, ensuring cohesive visuals and seamless user experience, while also overseeing the design and sourcing of accompanying packaging materials, resulting in a comprehensive and polished product presentation that our top-tier customers loved!
