Project overview / Strawberry

Designing a membership experience across an entire ecosystem

A membership experience spanning tiers, benefits, bookings and a new loyalty currency—across digital products and the wider guest journey.

Responsive Strawberry membership designs across tablet, mobile and desktop. — Selected delivered membership designs across mobile and web. Linnea led the member-facing membership experience; the wider product and system were collaborative.

Client: Strawberry
Role: Product Designer
Timeline: Q2–Q4 2024
Scope: Product Design · UX · Service Experience · Loyalty
Platforms: Web · iOS · Android · Service touchpoints

01 / Challenge

One relationship, many moving parts.

Strawberry membership reached beyond a profile page. Guests encountered levels, benefits and bookings in the app and website, through hotel employees, campaigns, events and partners.

The programme was also changing as Spenn introduced a shared loyalty currency and another product ecosystem. Members needed continuity while separate products, teams and organisations coordinated behind the scenes.

How might we create one coherent membership experience when it spans multiple products, channels, teams and organisations?

02 / My role

Own the membership experience. Connect the wider ecosystem.

I was responsible for translating member needs into the evolving membership experience, from continuous discovery and product definition to UX and interface design. My core ownership covered member-facing pages, levels, benefits, bookings, My Pages and onboarding across web and mobile.

I influenced product concepts and loyalty-programme development, coordinating dependencies with designers, developers and stakeholders across Strawberry, Spenn and Norwegian. Broader app navigation, components, theming, marketing and physical touchpoints were collaborative context.

Owned: Member-facing membership pages and flows
Influenced: Product concepts, loyalty programme and cross-product transitions
Collaborated: Product, engineering, design, marketing, sales and partner teams

03 / Process & approach

Treat discovery as a continuous product input.

01
Understand members and employees
Interviews across membership tiers, conversations with hotel employees and usability testing showed how the programme was understood in digital and physical contexts.
02
Frame the whole ecosystem
Workshops and adjacent-team collaboration connected My Pages, bookings and benefits to campaigns, events, hotel interactions and partner products.
03
Explore the Spenn transition
Concepts and prototypes examined how a new currency and separate app could fit an existing member relationship without obscuring levels, benefits or bookings.
04
Align and deliver across products
Design decisions were worked through with product and engineering across organisations, balancing member value, business-model questions and technical constraints.

Hotels & employeesCampaigns & eventsExternal partners

The member experience

Membership & benefitsMy Pages & bookingMarketing & sales

Explanatory reconstruction for this case study; not an original research artefact.

StrawberryMembership, benefits & bookings
SpennShared loyalty currency & its own product
NorwegianTravel & the partner experience

Explanatory reconstruction for this case study; not an original research artefact.

04 / Key design decisions

Make membership understandable and useful in context.

01
Make membership status actionable
Problem / insight
A level alone does not explain its current value or what comes next.
Decision
Connect status, period progress, lifetime progress and benefits within one view.
Design / deliverable
A restructured member overview and progression model across web and mobile.
Why it mattered
Members can relate their current level to benefits and the next milestone.
02
Keep one model across breakpoints
Problem / insight
The programme needed to remain recognisable across different screen sizes and information densities.
Decision
Preserve the hierarchy while adapting navigation and density to each format.
Design / deliverable
Responsive membership pages for mobile, tablet and desktop.
Why it mattered
The experience stays coherent as members move between products and devices.
03
Design the transition between products
Problem / insight
Spenn introduced its own app, onboarding and technical ecosystem alongside Strawberry membership.
Decision
Treat movement between Strawberry and Spenn as part of the experience.
Design / deliverable
Cross-product concepts, onboarding support and member-facing flows.
Why it mattered
The new currency could be introduced without obscuring existing membership value.

Membership progression designs across mobile and web. — Selected membership progression work. Presented as delivered design evidence rather than a claim that every screen shipped.

05 / System craft

Use a mature system without making the experience feel generic.

I contributed to maintaining and extending Strawberry’s mature design system, applying shared patterns across membership, benefits and the transition to Spenn. The system supported recognisable membership tiers while keeping functional states and content legible across mobile and web.

The selected material is a focused view of the system available from the project, rather than a claim of ownership of the complete library.

Membership colour tokens for Blue, Silver, Gold and Platinum tiers.

Benefit components across four Strawberry membership levels.

06 / Deliverables

A membership foundation across product and service touchpoints.

Product direction

Membership concepts and product principles
Ecosystem and cross-product flows
Loyalty-transition recommendations

Member experience

My Pages information architecture
Levels, progress, benefits and bookings
Onboarding and transition concepts

Design delivery

Responsive web and native-app designs
Interactive prototypes and testing material
Contribution to shared components and theming

From a member’s current level to the next useful action.

ProgressMake status and movement understandable.
BenefitsConnect value to the member’s current level.
ContinuityKeep bookings, identity and Spenn in one relationship.

07 / Solution

One membership experience within a wider app.

The resulting direction brought member status, progression, benefits and bookings into a clearer relationship across mobile and web. Spenn became a major initiative within that broader membership experience, supported by cross-product flows and onboarding work.

The broader app view below provides context for where membership lived. It is collaborative delivered design and does not imply that every screen shipped.

Delivered app designThe Figma “Final” group includes Discover, Search, Booking and Profile. Some imagery is placeholder content. These are collaborative delivered designs, not a claim that every screen shipped; the broader app is shared team work.

08 / Impact

A clearer foundation for a changing loyalty programme.

No numerical performance data is claimed. These supported outcomes describe what changed in the product and organisation.

Member experience impact

Member-facing pages were redesigned to connect levels, benefits, progress and bookings across web and mobile.

Product direction impact

The work established a coherent foundation for introducing Spenn within the broader membership experience.

Collaboration impact

Dependencies across product teams and organisations were surfaced and aligned through shared concepts and cross-product work.

09 / Reflection

What I took from this project

In an ecosystem, coherence is created between products as much as within them. The strongest decisions made ownership and transitions clear while giving each team room to deliver its part.