Reserve with Dom Pérignon
Innovating on minimum spend payments through a co-branded alternative
Most Dorsia restaurant bookings require a member to prepay a minimum spend in the app to secure the reservation. Through this exclusive partnership, Dorsia members can now opt into purchasing a bottle of Dom Pérignon as their form of prepayment, replacing the minimum spend requirement and promoting cross-brand awareness.
Team
- Jenny Liu Zhang, design lead
- Catie Case, BD lead
- Ophra Werde, product lead
Activities
- Product strategy
- Presentation design
- Journey mapping
- User flows
- Prototyping
- Interface design
- Graphic & motion design
Stakeholders
- Dorsia Leadership
- Dorsia Marketing Team
- Dom Pérignon
Timeline
- 3 weeks
Creative Process
Identify Business Opportunity
Dorsia and Dom Pérignon share a luxury-valuing audience, revealing a mutually beneficial co-brand opportunity. Dorsia also had an existing UX issue: the challenge of meeting the minimum spend.
UX Design with Stakeholder
Through 2 rounds of iterations, we integrated the Dom Pérignon product via in-app marketing and conversion, creating reusable product infrastructure for future collaborations.
Product Design & QA
Created user education, visual assets, and interface components. Worked with engineers to accommodate edge cases and conditionals, including smaller tables and custom reservations.
Marketing Campaign
Collaborated with Dom Pérignon marketing team on product artwork to co-promote the feature across in-app channels, email, and social media. Helped create the go-to-market launch strategy.
Key Quality
Champagne as Payment
Replacing the Dorsia minimum spend with a bottle of Dom Pérignon offers users a unique and luxurious payment alternative. This solution introduces a new paradigm for paying to secure a reservation, transforming a transactional requirement into an invitation for a celebration.
Key Quality
Ethos of Elevation
A prime example of strategic co-branding, the alignment of the prestige of Dom Pérignon with Dorsia’s high-end hospitality experience reinforces the image of both brands in user minds. Every piece of marketing and user interaction showcased the luxury lifestyle valued by both audiences.
Key Quality
Operational Ease
The product was seamlessly integrated into Dorsia’s existing booking flow and infrastructure. Close collaboration with engineers ensured all components could be reused for similar payment alternatives down the line, easing internal adoption of the feature and making it a new selling point for future brand partners.
Project Takeaways
Behavior Shifts Require User Education
Minimum spend payments for restaurant reservations is already a new concept; swapping this out with a champagne bottle purchase is very novel. As a result, every touchpoint needed to be treated as a step in a tutorial so users could learn new habits.
Consider Operational Constraints Early
Not all restaurants participated in this co-brand initiative, and those that did may have had unique inventory constraints. By accounting for elements like party size limits or menu-specific restrictions from the start, the product enabled flexibility in customization.
Future-Proofing Product Upgrades
The solution was built to be scalable beyond the immediate needs of Dom Pérignon. We structured the system to support not only champagne but other premium offerings and payment options, enabling Dorsia to adapt and expand its model smoothly.