Diners Club International — project hero

Case Study — Diners Club International

Diners Club International

Reintroducing a heritage card to the UAE's new affluents

Web Design · UX Design · Web Build

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THE COMPANY

About Diners Club International

Diners Club International is the world's original charge card, and its UAE programme brings that heritage to the Emirates: premium personal and corporate cards with lounge access in over 1,300 airports, five-percent cashback categories and concierge service. The brand speaks to affluent travellers who value belonging over bling.

THE APPROACH

How we approached it

Heritage payment brands risk feeling dated next to fintech startups. Our redesign leaned into what fintechs can't copy — seventy years of belonging — anchoring the hero on a single word: belong. Card products were restructured into comparable tiers, benefits rewritten as concrete travel moments, and the application journey cut to minutes. Speed was a launch requirement, not an afterthought.

THE PROCESS

From first sketch to launch.

Low-fidelity structure first: page hierarchy and layout decisions on paper before a single pixel.
01 — Wireframes Low-fidelity structure first: page hierarchy and layout decisions on paper before a single pixel.
Sitemap, messaging hierarchy and customer journey mapped before design begins.
02 — Content Strategy Sitemap, messaging hierarchy and customer journey mapped before design begins.
High-fidelity artboards: the design system, type and colour take shape.
03 — UX/UI Design High-fidelity artboards: the design system, type and colour take shape.
THE RESULTS

What the relaunch delivered.

94
Lighthouse performance — mobile
1.7s
Largest Contentful Paint — mobile
+66%
Card applications started
−52%
Application drop-off

Your brand matters.

We take on 3–4 retainer clients at a time · Currently accepting new partners

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