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.

Related Projects

Laptop and smartphone displaying Les Mills Coach fitness app with a woman on a stationary bike and a female coach dancing in front.

Les Mills

Product Design

About info

Laptop tilted on a concrete block displaying a website with the text 'Culture with impact.' and various images of people and activities.

Les Mills

Product Design

About info

Energetic female fitness coach jumping with arm raised, promoting Les Mills+ Coach customized workout program.
Side-by-side webpage screenshots showing Les Mills Coach online fitness program with expert coach profiles, workout plans, progress tracking, testimonials, pricing packages, and FAQs.

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 customers a way to earn and spend Airpoints Dollars on flights, gifts, and everyday purchases.
The existing store had fallen behind the brand it represented. Dated, dysfunctional, and not built for mobile, it was creating friction at exactly the point where customer loyalty should feel effortless. For a brand competing at the top of the market, the gap between the Airpoints Store experience and the Air New Zealand brand promise had become impossible to ignore.

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.

Hard to navigate, behind the brand, and unusable on mobile. 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.

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

04 — research and discovery

What good looks like globally

Double diamond approach. Research phase kept 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.

05 — Design

Aligned early

Stakeholder workshops from day one. Shareholders, 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

A store the brand could stand behind

  • Redesigned experience launched across desktop and mobile — the first time the Airpoints Store was a genuinely mobile-accessible surface for its 4M+ members
  • Navigation and browsing simplified across 60+ partner integrations — redundant UX patterns removed and replaced with a consistent, brand-aligned interface
  • Internal alignment achieved across brand, engineering, and stakeholders through structured workshops — reducing late-stage design changes and keeping the build true to intent
06 — reflection

Next time

  • The double diamond gave us a strong research foundation, but in hindsight, I'd have pushed for formal usability testing earlier in the prototyping phase, before stakeholder sign-off. Some of the navigation decisions would have been sharper with direct customer validation rather than workshop consensus.
  • The external development relationship worked well, but it required more design specification effort than an internal team would have.
140%

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

80+

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

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.

Related Projects

RMS IBE & Guest Portal

Product Design

About info

ecoPortal Mobile App

Product Design

About info

RMS Interactive Maps

Product Design

About info

Les Mills

Product Design

About info

Real-Time Campaign Dashboard

Product Design

About info