The Centurion New York app is an exclusive mobile experience designed for U.S. Centurion Card members to explore, reserve, and engage with the private Centurion New York space and its curated offerings.
Role:
Product Designer and Product Manager
Industry:
Dining and Lifestyle
Challenges
Ultra-Niche Audience
Designing for U.S. Centurion Card members means delivering a flawless, luxury digital experience with limited feedback due to privacy and exclusivity.
High Internal Visibility
Though niche, the app attracts heavy scrutiny from internal stakeholders, requiring careful alignment and polish at every stage.
Small But Mighty
A lean team must deliver premium quality with limited resources, often juggling multiple roles and making tough trade-offs.
Non Existent Qualitative Feedback
Strict privacy limits feedback and analytics, forcing the team to rely on intuition, concierge input, and indirect signals.
Brand vs. Innovation
Maintaining Centurion’s luxury brand while building a usable, modern app requires constant balance between consistency and innovation.
My Approach
Dual Role Leadership
Acted as both product designer and interim product manager, discovering a strong interest in product ownership and strategic planning.
Year-over-Year Growth
Increased conversion rates by 5% annually through high-impact feature additions like a marketing carousel highlighting events and menu items
Improved Content Flexibility
Integrated a CMS to streamline content updates, enabling faster and easier updates by internal teams.
Enhanced Event Integration
Connected with internal APIs to support ticketed event booking directly within the app, improving utility and engagement.
Boosted User Experience
Led UX/UI improvements informed by competitive analysis, elevating the app’s luxury feel and usability..
Content for Context
Introduced venue pages and menu highlights to help users better understand offerings before reserving which leads to more confident bookings.
Iteration & Innovation
Continuously enhanced the app through small but impactful updates, driven by competitive analysis and internal team feedback despite limited direct access to end users.
Results
The Centurion New York app saw consistent growth in engagement and conversions through strategic feature development, improved content flexibility, and thoughtful UX/UI enhancements. These efforts resulted in a more intuitive, premium experience that supports confident user decision-making and easier internal management.
Future Plans
Personalized Profiles
Develop personalized profiles to tailor the app experience for each user.
Location-Based Notifications
Implement location-based notifications to encourage card members to visit lounges and events.
UI Enhancements
Enhance the user interface for improved usability and visual appeal.
Content Expansion
Add richer content such as menus, images, and media to better showcase offerings.
Conclusion
In conclusion, the Centurion New York app offers a premium, exclusive experience for US Centurion card members by combining event booking, venue details, and curated content. I contributed by improving UX/UI, integrating internal systems, and enhancing content management, which increased engagement and conversions while maintaining the brand’s luxury feel. Serving as both product designer and interim product manager, I supported strategic planning and execution to keep the app innovative and valuable for its niche audience.
