The brief
Viya brings Wasl's golf, dining, padel, fitness and leisure together. Its Access Pass gives members entry to gyms, pools, beaches and more across its partner venues. As part of an ongoing conversation with Viya, we presented how the pass could work from end to end: on the website, in the app and at the venue.
The challenge
A pass is only as good as the experience around it. It had to feel like luxury on demand, be easy to choose and buy for a family or a couple, and keep members coming back through loyalty.
Venue staff needed to recognise members and serve them well, too.
My role
My experience department at Born ran this work. I set the experience strategy and led the concept work with the team.
I articulated it through the strategy and the journeys themselves: web pages from the pass listing to checkout, app screens for loyalty, offers and the pass, and a dashboard for partner venues. I was also Director of UX on our proposal for the wider Viya app and website.
What we did
- Set the experience strategy: “Luxury Lifestyle on Demand”.
- Designed the web journey to discover and buy a pass, from the listing page to checkout.
- Designed how a pass is configured: how long, for how many adults and children, and as Standard or Premium.
- Designed the app around the pass: loyalty tiers, in-app offers, the pass and its QR code, and renewal prompts.
- Designed a partner app so venue staff can check in a group, see bookings and push offers.
- Carried the thinking into our proposal for the wider Viya app and website.
Strategy
Our experience strategy was “Luxury Lifestyle on Demand”: members can be in the moment to explore, indulge and be part of the luxury Viya offers, through a finessed and frictionless experience.
The journey starts on the Viya website and continues in the Viya app. Once someone picks a pass, lifestyle videos show the experiences, activities, benefits and properties it opens up.
Choosing and buying
The website lists the passes side by side: Family, Duo, Solo and a Viya Fit gym pass, each priced by the month or in Viya points. A pass page shows the partners and featured properties it covers, then lets you configure it: how long, how many adults and children, and Standard or Premium.
The bag suggests add-ons, from a day at the kids' club to a session at the shooting club, offers an upgrade to Premium and lets you send a pass as a gift. You can pay upfront, monthly or in four payments, or use Viya points.
In the app
Once bought, the pass lives in the app. The loyalty screen shows your points and four tiers, Basic, Silver, Gold and Diamond, with what each one unlocks. Offers appear as overlays and slide-ins.
There are simple ways to earn more points: share your day on Instagram or TikTok, leave feedback after a visit, or refer a friend. The pass carries a QR code, and can be shared or saved to Apple Wallet or Google Pay.
At the venue
A notification welcomes members as they check in, on their phone and their watch, and more follow during the visit. As a pass nears its end, the app prompts a renewal or suggests a Premium upgrade.
Partner app
Venue staff got their own app. A resort manager scans a member's code and sees who they are: their tier, their pass, their visits and spend, and the dietary needs of everyone in their group.
From there they check the party in, see bookings and add-ons, and push an offer now or schedule it, like two-for-one cocktails at the pool bar.
The wider proposal
The Access Pass work then shaped our response for Viya's next app and website: one site at viya.com in place of DubaiGolf.com, ViyaGolfHolidays.com and Viya.ae, a customer app and a partner app, and a plan that began with discovery and a master set of templates.
The result
This was a pitch: concepts presented to Wasl Viya, not a launched product. It showed, journey by journey, how an Access Pass could feel like luxury on demand: easy to choose and buy on the web, rewarding to use in the app, and recognised by staff at every venue.
