Website and Design system for the "Orange Premium Club"

About the company

Orange Premium Club from bank is a loyalty program geared towards middle class clients “who work hard, travel hard and value their time and money”. The program accompanies clients in all spheres of life, offering unique benefits such as 24/7 concierge services, Priority Passes to business lounges across the globe, travel insurance, visa support, taxi services, business consulting services and more.

Tasks

The previous UX was outdated containing bulky texts, confusing navigation and page structuring and unclear products and service messaging.

Our team needed to clearly depict Orange Premium’s values and benefits by creating new UI kits, modernizing UX, simplifying communication, improving usability, and shortening user paths.

Solution

Our team thoroughly studied goals and values of the programme’s target audience, identified the weak spots in the existing design, the motivation behind user choices and the core value proposition offered to members. We analyzed various competitors’ solutions and studied choice references.

Audax developed a CJM and drafted a new structure for the future website, which would lead to shorter, swifter user pathways. We reduced the total number of pages and simplified navigation and got rid of the old stock photos “smiling guys in suits” previously used by the client to try to depict a business oriented target audience.

A critical component of the design project is the emotions it creates when being viewed by a user. Orange Premium Club positions itself as a helpful assistant in their clients’ everyday lives and purchases. Our team decided to use 3D illustrations to depict the club’s numerous services and products, creating more than 40 separate images. We selected brand colors and imagery that created a sense of tactility and emphasized the premium nature of the programme.

To make the messaging simpler and clearer for users, our team developed a new tone of voice, communication standard, and an editorial policy. We wrote new texts for each separate page and removed complex banking terms and clichés previously used.

Our team got rid of all unnecessary design elements, only keeping what was crucial for user convenience. We made sure all features and animations we’re adaptive to every possible user view version. Project decisions were made based on the study of user behavior, values, experiences, business tasks, issues of the previous product version, and research results conducted by the team.

Results

Audax created a website that gently and easily guides users through Orange Premium Club’s products and services. We reduced the total number of steps users needed to complete submit a membership application from five to just two.

Our Project in Numbers: