The Digital Concierge

Ux Analysis – New Product Thinking

Ten Group is an international concierge company that offers millions of members premium experiences via financial institutions. Their major clients are MasterCard, HSBC, Visa, Coutts and many more.

Our travel and lifestyle concierge service, bespoke loyalty programmes, tailored benefits and experiences are offered to millions of members globally.


The challenge:

They wanted to reduce the number of Lifestyle Managers (who answer enquiries over the phone) in order to increase the company’s profitability, and so are investing in improving their online offering.

Building a digital concierge platform is an excellent extension of the company’s mission, increasing its value to the High Net Worth individuals who are its core customers and improving its position in a highly competitive market.

The platform is divided into 6 categories: Dining, Entertainment, Travel, Events and Offers.



Analysis of the existing product:

The High Net-Worth individuals’ who are their potential users don’t want to spend their precious time searching for their needs. They like to be known to their concierge service, have things suggested to them, and occasionally be surprised. Ten’s digital platform (as it was first conceived) couldn’t provide the same trusted service as the Lifestyle Managers working over the phone.




Ten platform data dashboard



It emerged from data analysis that those users still prefer their favourite Lifestyle Manager who can provide personalised service and direct them to the right choices.

Screen Shot 2019-02-17 at 20.35.50

Working with the team on this project now. I have been reading data, defining product persona and researching new trends. We’ve also been testing the current platform, improving user flows, and resolving some of their issues.



New Product thinking


Looking at the nature of the problem we try to solve and work on sensible analysis.

– Why people using a concierge service?

– What can deliver a human interaction service as a Lifestyle Manager?

– What impact can this product have on the user’s life?

– How this product can benefit users?

– What business opportunity does it create?


Define the audience:

After we define the audience based on age, locations and needs. I can start by asking questions about them. Personalisation can start from a personalized model of people. This will help categories them. 


Understand the context:

Understand the context is very important to learn, suggest and anticipate.

What, where and when they will need this product?

This will Identify their problems and their needs.


Prioritise and choose an Idea:

Find direct outcomes alongside key stakeholders. ten-metrics


– Reach users – How many customers this product can potentially reach?

– Value for customers – How satisfying is this product for customers?

– Goals – How well this product meets its business goals?

– Effort – How hard it would be for the company to build?


I believe that option number 3 will have an impact on the user, even though an innovative concept like this would likely require a lot of effort to implement. I’d go with this idea because such a product doesn’t exist yet and we could create a new market where we could have the advantage of being the first player.



The idea is replaced that human conversation model that the user has with the Lifestyle Manager on the phone with the platform on multiple devices. A platform that doesn’t need to identify you, doesn’t make you wait, doesn’t need a big amount of internet data to download the information and doesn’t put you in front of too many different choices.

I carried out lots of market and behavioural research before designing the chat based interface. I transform an over-the-phone service into a smart and elegant data-driven product.

Do it yourself can be transformed to how can I help you?

Conversational experience is the model I would like to approach.


The platform would be able to do it for you, everywhere, anytime.

The important thing is: where are they?




Never rely on smart signal if depend on where you are. (Especially on holiday, each country has a different lifestyle and different internet facilities).

The interface becomes very simple, avoid infinity scroll and the frustration that comes with it when you to don’t find what you like.


The user decides which experience want to use. As long the user doesn’t choose, everything remains possible. Accessibility first.


I’ll give the user three main choices. Talk – Chat – Search

Ensure multi modes. No, DETRACT – NO DISTRACT




Talk: Experience that works without visual. You don’t need to see to trust.

(Personal assistant software would be ideal to help, suggest holidays and find tickets for theatre and concerts).

Even if the user has the ability to choose his favourite Lifestyle Manager from the preference list and the subject of his query to speed up the process.

Users have different expectations from the device they choose.

They always require an easy journey to complete their task with efficiency and engagement and quick access to booking confirmation and enquires




Chat: To keep the privacy, for low data connection, when you are unable to call, and surface visible opportunities.

Display information relevant to the given situation and add suggestions.

The content conveyed by a way of writing words and sentences divided into several parts.

The content is adjusted to the questioner’s needs.

The user can decide who to chat with.

Direct the user to make their best choice




SearchGive the ability to rebook services or explore new ones and get inspired. 

Users can directly book the service, reveal the context and narrow their choices.

For the travel module, we created an unique experience to replace the touch of the concierge service. We enabled users to choose the type of holiday, enter their budget and select the duration of the flight to receive to best reccomandation from our travel specialist.




Users have different expectations from the device they choose but they always require an easy journey to complete their task with efficiency and engagement and quick access to booking confirmation and enquires.



Measure Success:

Based on the fact that design is the evidence of testing, we will give users tasks to measure if their satisfaction can be reached. We need them to measure our KPIs to demonstrate how effectively Ten Group can achieve their key business objectives.



Concierge is a service where social and technological change.

The aim is building a concierge platform that questions and so grows with the user every day. It also a testing ground where Dining, Travel and Entertainment experiences imagine a new premium and personal way to work.

Technology can radically change the way we live.