Research-Driven UX Redesign for a Seamless, Engaging Membership Experience

Fazaa is a redesign concept focused on strengthening community ties through membership benefits, venue discovery and ease of use. I focussed on improving discoverability, clarity, and offline access for a more inclusive social experience.

PROJECT

Fazaa

Visit site

TIMELINE

2 weeks

DOMAINS

Social

SaaS

OVERVIEW

Redesigning Social Membership with Clarity & Inclusion

Fazaa is an initiative to support social interdependence in the UAE by offering monthly memberships that connect families to discounted services and benefits. My redesign aimed to enhance clarity in navigation, improve trust in venue discovery, and ensure essential features like the membership card worked even offline. I led research, IA, wireframing, and UI redesign to improve usability across the app.

CHALLENGES

Key Barriers to Membership Engagement

From user research and personal experience, I identified several obstacles:

Venue discovery is difficult when categories and services are cramped and confusing.
Discounts are confusing without user reviews or clear filter options.
Map views are messy because pins cluster and make navigation hard.
Membership functions (like digital cards) fail without connectivity.

How might we redesign Fazaa to build clarity, ease of discovery, and membership utility even when connectivity is limited?

SOLUTIONS

Strategic Improvements for Better UX

To address these challenges, I followed this process:

Restructured categories and services layout to be cleaner and more spaced for quick recognition.
Implemented new filter options based on reviews and discount size to help users make informed choices.
Improved map interaction by using clustering and better category filters.
Consolidated venue detail screens so all relevant info appears in one place.
Introduced offline-capable membership card feature (for Apple Wallet / Samsung Wallet).

RESULTS

Key Outcomes of the Fazaa Redesign

The redesign concept resulted in a more intuitive discovery experience and clearer membership value. Usability improvements were apparent from user feedback, especially around filters and offline features.

15

User Interviews

3

Personas

20+

UI Screens

This redesign taught me how important it is to simplify navigation for large service catalogs and make membership features reliable under all conditions. Even small improvements in trust and discoverability can significantly impact user satisfaction.