1% Elite: Designing Concierge iOS App
for the Ultra-Wealthy
ROLE
Product Designer
IMPACT
Investor-ready MVP
Waitlist of 20+ UHNWIs
DATE
June-July 2025
DELIVERABLES
App Concept
UX Research
High-Fidelity UI
Prototype
OVERVIEW
The 1% Elite app connects ultra-high-net-worth individuals to exclusive people, places, and experiences they love the most.
The founder received strong interest and initial investment commitments from a group of UHNWIs.
Helped the founder shape an invite-only concierge app for UHNWIs, crafting a high-touch luxury experience from ground zero.
Merging lifestyle psychology insights with premium interfaces, the goal was to create something that hasn’t been designed yet.
Exclusivity wasn’t the feature. It was the product.
With 1% Elite Concierge, repetition is unheard of. Users deserve unique and unforgettable moments. Every wish and dream is within reach because the brand can make it happen if they can think of it.
Project Requirements
What I received was just an idea from the founder. To transform it into a working product, a lot of things had to be done. So, we discussed and laid out a plan:
Validate the app concept for India
Research and data analysis
Actionable insights for key design decisions
Design an exclusive, elegant and intuitive UI
Prepare investor-ready pitch deck
I began planning the project during a flight from Bengaluru to Delhi, around 35000 feet above the clouds.
Target Audience: UNHWIs & Billionaires
Segmenting the Affluent Market:
HNWIs (10 crores+)- 7.9 Lakhs
UHNWIs (246 crores+)- 12,069
Billionaires (10,000 crore+)- 169
To make the app exclusive, our initial user base was restricted to 999 people only. User base:
Individuals with 246 crores+ rupees
Service Providers
Target Audience
Validating The Opportunity
Research confirmed what we sensed from the start.
The number of India’s ultra-rich is growing, yet there’s no dominant concierge player in the market.
This gap presents a clear opportunity to create a locally rooted service that offers exclusivity, convenience, and time-saving experiences for India’s wealthiest audience.
Research Findings: The Psychology of Wealth
Understanding the rich
I couldn’t design for the wealthy without understanding them first, so I started by digging into what drives their choices and defines their version of luxury.
What I learned here guided both the brand direction and how the experience was designed.
Research Findings: The Psychology of Wealth
Analysing the Top Concierge Services
With the app concept validated, it was time to analyse the competition & the concierge market.
Velocity Black
Combines AI with human expertise.
App curates tailored experiences, from last-minute luxury bookings to arranging unique events access.
Has a waiting list- making entry exclusive and limited to a few people.
Quintessentially
Their way of defining experiences (eg- A day at the North Pole), heightens excitement, making affluent clients wanting to indulge in these unique adventures.
Personalized assistance in areas like travel, real estate, art acquisition and private shopping.
Access to private events, VIP shows, and invitation-only gatherings.
One Concierge
Broad accessibility & comprehensive support, covering 115 countries (10,000 partners).
Clients are not locked into high-tier memberships but can request services anytime.
Allows users to access premium experiences without a hefty commitment (membership fee).
Services provided by top concierge platforms
Research insights sharpened our understanding of UHNWI preferences when it comes to spending money.
We then prioritized the categories that align most with the interests and demands of Indian UHNWIs.
Actionable Insights for our app
We decide 1% Elite Circle will focus on 4 core categories initially:
Networking Circles:
an exclusive networking space with curated industry circles, exclusive retreats and request based communication.
Luxe Marketplace:
curated selection of luxury products and services tailored to the needs and wants of UHNWIs in India.
Elite Experiences:
elite calendar of VIP events worldwide, providing seamless entry, exclusive perks, and personalized arrangements.
The Journal:
users receive the most relevant and significant news stories handpicked by the industry's most renowned anchors.
Designing the User Interface
The founder and I held several brainstorming sessions to define the app’s UX direction and overall user flow. It was time to get creative, turning research and data into vision.
Visualizing how the info hierarchy would be
I started brainstorming every section, sketching ideas, & piecing together the app experience.
We almost figured out everything we wanted to include in the app (features and interactions).
Exploring UI of Indirect Platforms
Segregated designs into tags, card layouts, & filtering sections for focused UI insights.
Looked for out-of-the-box designs that reflect the premium experiences desired by our audience.
What platforms does the rich use?
Findings:
Sophisticated color palette (deep hues and muted tones)- reflecting elegance and exclusivity
Minimalist Design with a lot of white space- Louis Vuitton and James Edition
Elegant Typography- brands utilize serif (for headings) & sans-serif (for body) typefaces
High-quality visuals & storytelling elements- eye catching visuals & detailed descriptions in Apple.
Collaborative iterations to perfect the designs
Each app section underwent 6-7 iterations to ensure optimal functionality and design.
To incorporate feedback from the founder, I had review meetings with him on alternative days.
Exclusive, premium and luxurious
Again, the goal was to create something that hasn’t been designed yet.
App follows a dark theme with tints of gold and silver (rich vibrant colors).
Lot of breathing space has been given for designs. Text styles creates a harmonious balance.
UI Designed to Feel Like Privilege
Every decision so far, from the research to the visual exploration, shaped how the product looks and feels. This is where the concept turned into a complete experience.
Networking Circles
For the ultra-wealthy, traditional networking often means wasted time and shallow connections. The real challenge? Finding relevant, trusted, high-caliber people without compromising privacy.
We solved this by curating invite-only groups, matched by industry, intent, and influence. Every connection is vetted, meaningful, and facilitated with white-glove precision.
Luxe Marketplace
The Marketplace reimagines e-commerce. Bringing together rare products, bespoke services, and exclusive customisations in one seamless platform.
Handpicked partnerships, sustainable luxury options, and VIP-only privileges ensure every purchase reflects the ambition and taste of today’s ultra-wealthy.
Shopping isn’t transactional here, it’s transformational.
Elite Experiences
From courtside VIP experiences to private concerts and luxury retreats, the app makes access effortless.
Whether it’s an intimate private dinner, a red-carpet premiere, or an exclusive golf tournament, every event is curated end-to-end for unforgettable, elevated experiences.
Users can book elite event tickets in a single click or let their personal concierge handle the booking discreetly on their behalf.
The Journal
In a world drowning in noise, this section offers a different standard- tailored intelligence curated by renowned anchors and insiders.
The app distill the world’s most critical updates: finance, philanthropy, luxury, art. Concise, high-trust briefings designed for the ultra-wealthy.
No clutter, no wasted minutes. Just the knowledge that moves industries and shapes legacies.
Thanks for reading!
Ready to dive deeper? Want a closer look at the app?
Let’s connect and I’ll walk you through the design decisions and my thought process in detail. 🤝