Client: Les Mills International

Simple Case Study

Role
Lead Product Designer
TEAM
Design, Engineering, Product, Marketing, Growth, QA
Platform
iOS, Android

Client: Les Mills International
Role: UX Lead
Project Phases: 2021 & 2023
Platforms: Web, iOS, Android

Website homepage showing an introduction to a graphic designer with a photo of a person casting a shadow on a wall, accompanied by detailed text about their work and contact info.
01 — Overview

Results

RMS is one of the world's fastest-growing property management platforms, used by holiday parks, caravan resorts, hotels, and specialist facilities across 70 countries.
For physical sites — campgrounds, caravan parks, glamping resorts — letting guests choose their exact spot is core to the booking experience. The old map system was broken. I was brought in to replace it entirely.
The solution shipped globally. Retention improved for properties using the maps feature. The prototype became an active sales tool to win new customers.

Business Objective

Human connection is a valuable proposition for building relationships between instructors and customers. Most of our competitors focus on streaming video, which leaves a gap in the market for creating that connection. How can we achieve this digitally? Driven by marketing, the key focus points are relationships, customisation, and results.

Time and resources (3-4 Weeks)

We had a demanding 3-4 week timeline. The team was briefed on a Friday to hit the ground running on Monday. I assumed responsibility for overseeing the entire project, engaging in cross-functional and hierarchical collaboration with the leadership team. Teams included were.

Website homepage showing an introduction to a graphic designer with a photo of a person casting a shadow on a wall, accompanied by detailed text about their work and contact info.
Website homepage showing an introduction to a graphic designer with a photo of a person casting a shadow on a wall, accompanied by detailed text about their work and contact info.
01 — Overview

Results

RMS is one of the world's fastest-growing property management platforms, used by holiday parks, caravan resorts, hotels, and specialist facilities across 70 countries.
For physical sites — campgrounds, caravan parks, glamping resorts — letting guests choose their exact spot is core to the booking experience. The old map system was broken. I was brought in to replace it entirely.
The solution shipped globally. Retention improved for properties using the maps feature. The prototype became an active sales tool to win new customers.

When we introduced the product to the Les Mills audience, the response was immediate. A high conversion rate in the first few days demonstrated strong market fit, accelerating revenue growth and achieving profitability within the first week. The results validated the design decisions and the user-centered approach taken throughout the project.

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Designs

Case Study — Airnewzealand

Airpoints Store Redesign

Role
Lead Product Designer
TEAM
Product Team
Platform
Web (Responsive)

Client: Les Mills International
Role: UX Lead
Project Phases: 2021 & 2023
Platforms: Web, iOS, Android

01 — Overview

Built to spend. Designed to convert

The Airpoints Store is Air New Zealand's loyalty retail platform, connecting over 60 partners and giving 4M+ members a way to earn and spend Airpoints Dollars on flights, gifts, and everyday purchases.I led the end-to-end redesign across desktop and mobile, from research through to build with an external development team.

Human connection is a valuable proposition for building relationships between instructors and customers. Most of our competitors focus on streaming video, which leaves a gap in the market for creating that connection. How can we achieve this digitally? Driven by marketing, the key focus points are relationships, customisation, and results.

02 — The Problem

Great rewards. Poor experience.

Dated, unusable on mobile, and visibly behind the brand it represented. Redundant patterns meant customers navigated the same decisions more than once. For Air New Zealand, a store that felt second-rate wasn't just a UX problem. It was a brand risk. Every customer who bounced was a loyalty moment lost.

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The brief: redesign it to a standard the brand could stand behind.

03 — research and discovery

What good looks like globally

Double diamond approach. Kept the research phase separate from design to avoid collapsing the two too early. Workshops and prototyping sessions with stakeholders across the business. Customer data gathered to pinpoint where the experience was failing.In parallel, benchmarked leading retail and loyalty stores globally.
One question driving it: what does world-class look like for a customer at this point in their journey? That benchmark became the design north star.

04 — Design

Brand-led. UX-driven

Stakeholder workshops from day one. Stakeholders, brand, developers, and PM all in the mix. Running structured workshops early meant everyone understood the direction and had shaped it. That buy-in paid off throughout the build.

External team, managed closely. Working with an external frontend team added coordination overhead. The answer was over-communication: detailed specs, clear rationale, and regular checkpoints so nothing got lost in translation.

Mobile as a first-class surface. The previous store treated mobile as an afterthought. This redesign didn't. Mobile was designed in parallel from the start, not retrofitted at the end.

Brand-led. UX-driven. Every decision was held against two questions: does this feel like Air New Zealand, and does it make the task easier? Where those two were in tension, we worked through it, not around it.

05 — outcomes

Built for the brand.

Increased sales and Airpoints accrual following launch, validated through usability testing.

  • Launched across desktop and mobile. The first time the Airpoints Store was a genuinely mobile-accessible surface for its 4M+ members.
  • Navigation simplified across 60+ partner integrations. Redundant patterns removed and replaced with a consistent, brand-aligned interface.
  • were Delivered with an external development team without compromising design intent.
06 — reflection

What I'd change

Workshop consensus is not customer validation. The double diamond gave us a strong research foundation, but I'd have pushed for formal usability testing before stakeholder sign-off, not after. Some navigation decisions would have been sharper for it.

Working with an external development team taught me to specify more and assume less. That discipline made the handover cleaner than most internal builds I've worked on.

140%

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80+

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01 — Overview

Add Heading here

RMS is one of the world's fastest-growing property management platforms, used by holiday parks, caravan resorts, hotels, and specialist facilities across 70 countries.
For physical sites — campgrounds, caravan parks, glamping resorts — letting guests choose their exact spot is core to the booking experience. The old map system was broken. I was brought in to replace it entirely.
The solution shipped globally. Retention improved for properties using the maps feature. The prototype became an active sales tool to win new customers.

Human connection is a valuable proposition for building relationships between instructors and customers. Most of our competitors focus on streaming video, which leaves a gap in the market for creating that connection. How can we achieve this digitally? Driven by marketing, the key focus points are relationships, customisation, and results.

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