A UX, product, and development case study showing how strategic consultation helped a luxury concierge brand launch with clarity, scalability, and conversion in mind.
I provided my consultation to the Baroque Group, advising on UI/UX strategy, product structure, and development priorities for their luxury concierge venture, LUJO.
Background and problem
As Baroque Group expanded beyond yachting into high-end lifestyle services, LUJO was conceived as a global luxury concierge platform offering deeply personalized experiences. Unlike an established brand, LUJO faced a classic early-stage challenge: how to translate an offline, relationship-driven luxury service into a credible, scalable digital product.
The business needed more than a website. It required a digital foundation that could support trust, personalization, operational growth, and long-term customer relationships, all while appealing to an audience with exceptionally high expectations.
Strategic approach
My consultation focused on aligning product decisions with commercial realities. Rather than starting with features, I reframed the work around customer intent: discovery, confidence, request, and ongoing engagement. This allowed LUJO to avoid overbuilding while still planning for scale.
Solution delivered
I provided a structured roadmap covering UX, platform architecture, and growth enablement, ensuring LUJO could launch lean while remaining extensible.
Product and UX guidance
- Defined a clear service hierarchy so users could immediately understand what LUJO offers and how to engage.
- Recommended intuitive navigation and prominent calls to action that reduce friction in high-consideration inquiries.
- Advised on personalization logic, allowing future tailoring of recommendations without overwhelming first-time users.
- Ensured form design balanced exclusivity with simplicity to maximize lead completion.
Development and platform strategy
- Outlined requirements for a scalable, secure infrastructure suitable for global users and sensitive client data.
- Planned integrations with third-party luxury services to enable seamless concierge fulfillment.
- Emphasized performance and responsiveness to ensure the experience matched the premium positioning.
Growth and engagement foundations
- Designed lead-generation flows that support progressive profiling over time.
- Recommended segmented email automation to nurture prospects and retain clients.
- Established a content and social framework to build authority, credibility, and aspirational appeal.
Results and business impact
The consultation equipped LUJO with a launch-ready digital blueprint grounded in business outcomes rather than assumptions. By addressing structure, trust, and scalability from the outset, the brand avoided common startup pitfalls in the luxury space.
Key outcomes
- A clear, conversion-focused product structure ready for web and app execution.
- Reduced future redevelopment risk through scalable technical planning.
- Stronger lead quality driven by simplified, intent-aligned contact flows.
- A repeatable digital strategy aligned with Baroque Group’s broader portfolio.
Takeaways
This project demonstrated that luxury startups succeed digitally when strategy precedes design. By grounding UX and development decisions in customer psychology and operational scale, LUJO gained a foundation capable of supporting both immediate growth and long-term brand equity.
Luxury platforms fail when they prioritize aesthetics over clarity, trust, and speed to service.