Boutique Group
A Digital Concierge for Luxury Hospitality
Boutique Group transforms Saudi Arabia's heritage palaces into ultra-luxury retreats. Aliya is the brand's AI butler — a single conversational interface for bookings, dining, transport, and shopping across the entire stay.
This was a pitch proposal, and my first exploration into designing conversational AI interfaces. I led UX and UI from concept to prototype, defining the design language, conversation model, and all core flows — in close collaboration with a 3D designer on the Aliya avatar.
How this started
Boutique Group, a Saudi Arabian luxury hospitality brand, approached the studio to pitch a unified digital experience for their collection of legendary Arabian retreats. The goal was to reimagine how guests interact with the brand across the full stay — from pre-arrival to checkout — through a single intelligent app.
The concept needed to feel premium and regionally rooted, while delivering on the functional promise of a modern AI-driven service platform. I led the end-to-end product design of the proposal, responsible for information architecture, UI system, and all screen design.
From Brief to Butler
Starting from the full guest journey, the app was conceptualised around a single entry point — Aliya — rather than a conventional navigation structure.
UI and 3D avatar design ran in parallel. I defined the interaction model and visual language, while the 3D designer developed Aliya's form — a jewel derived from the brand's own logo, built with depth and light to feel atmospheric rather than decorative. Weekly reviews kept the two disciplines aligned throughout.
The process concluded with a clickable prototype delivering three core flows as a pitch asset for the client.
Concept
The concept covers three core flows, each designed to replace a traditionally friction-heavy process with a single conversation.
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