Làlia Social is a recently launched members club located in the heart of Palma de Mallorca, Spain.
Làlia hosts a growing membership community with co-working spaces, a gym, and curated events. Additionally, the club serves delicious, farm-to-table gastronomy sourced from the island.
To conceptualise, iterate and deliver the essential digital tools required for membership acquisition. Design brand aligned outcomes with operational functionality to new business systems. Lead the collaboration with business stakeholders and form working partnerships.
In year two, the need for new operational systems emerged to meet the business demands. One of the new tools needed by the team was a customer relationship management system. This tool the membership director uses to organise current member status and acquisitions.
The diagram below connections the key user goals with the operational systems. The CRM and Cloud Dashboard formed the central 'heart' of this eco-system. The diagrams separates the user facing tools whilst linking the back-end operational systems.
Following many introductions with existing management software services, we partnered with Nexudus. This meant incorporating their CRM system software and range of service integrations.
I led the software on-boarding setup to create our bespoke back-end CRM for internal use by our team. This created the membership and acquisition database for the business.
At this stage, the club had achieved official formation of the members committee. This group serves to make key decisions for the club and it's membership community. The committee next invites their selected prospective founders to apply for club membership.
Using the Nexudus CRM software I next designed the web-based private application tool. This bespoke invitation was for sharing with prospective founders members selected by committee.
The invitation uses a back-end Wordpress system and Zapier integration. Application data collects via a custom sign-up form that transfers into the CRM.
I undertook extensive testing at this stage. This was to establish successful data connections between each of the integration softwares.
This process was challenging. But it was vital to connect each required data field to the CRM system for successful connection.
This was a key learning exercise for me. I gained insights to how white-label and automated systems respond to bespoke customisation.
Repeat testing and iteration is critical before implementation and launch. This ensures viability to the business demands and objectives.
The public 'available to all' membership application process exists through the home website. This is also a key user touchpoint for information about the brand and business offering.
The public website contains concise information about the club services and membership details. There are no direct images of the interior spaces on full display.
The intention is to create intrigue for site users. This gives a small taster of expectations for when visiting the club in person.
I led the design development process for the public website. Integrated to the membership applications page is the CRM system for back-end data capture.
Application data from the form connects to the cloud-based Nexudus dashboard. This provides an up-to-date membership acquisitions database for review by the membership director.
From the database the membership team can review the current membership application statuses.
An identified user goal was to enable members to book club services via an online system. Using the Nexudus system this infrastructure could exist via their white-label membership portal.
Using the portal allows for specific booking requirements displayed via a cloud-based calendar. This is accessible and editable for different operational staff members as needed.
I worked with developers to customise the portal pages via css code and styles. This adapted the appearance to fit with the brand's look and feel plus visual guidelines. This also introduced the initial foundations and components for a design system.
Using Nexudus was beneficial as all captured data automated within the CRM system. All booking changes or cancellations made by members updated for accurate status.
This would reduce the manual burden on booking amendments by internal staff.
Phase 9 was later added to the initially roadmap. This phase focuses on the emerging services and systems for active club members. The diagram below indicates the methods of how an active member can booking a club service.
The Nexudus web portal and white-label app integration services work in synchronisation. This means any input data, edits or amendments correspond to the same cloud CRM system.
This way the member can decide how they wish to book their club services. This empowers the user: offering flexibility to how they can make and edit their bookings.
I worked with the Nexudus onboarding team applying customisation to the white-label app. This adapting the visual design and structure of the user interface.
I incorporated the brand’s look and feel where viable within the app's source code.
A NFC scanner is available within the white-label app service. This enables members to scan into the club on entry using their app and card reader at reception.
The user flow above maps the relationship of the app and related operational systems.
I conducted user testing of the app with different stakeholders. I tested with the internal team for feedback on functionality. I conducted usability testing sessions with committee members to gain feedback and insights.
Within the tabs navigation the bookings button was priorities in the hierarchy. The initial app design would give prominence to this feature.
As a utility app focused on bookings this made logical sense around the user goals.
Delivering the essential membership digital tools has been challenging. The digital product offering has situated across many different touch points and channels. As a result, I have needed to on-board technical softwares to new systems for integration.
My role has grown to cover how UX aligns to the Customer Experience demands of the business. I have learnt how technological operations streamline to user journeys. Next it will be vital to consistently review and iterate the product offering. This way the business will keep UX services user-focused and aligned to expectations.
I have needed to work fast in this start-up environment with new emerging challenges. I have adapted to new demands within my role to cover both UX and operational requirements. I have taken responsibility to review and apply solutions to growing design needs. This project has been very rewarding for the culmination of business skills I can add to my design work.
