EPICPASS

One Membership. 30+ Subscriptions. Endless Possibilities.

Experience the ultimate membership with Epic Pass, a Dubai-based platform bringing the future of bundled subscriptions to the present. With one yearly membership, users unlock access to multiple subscriptions and exclusive offers from 50+ trusted brands including entertainment, food, wellness, and lifestyle services.

industry

Enterprise & SAAS

Services Provided

UX/UI & Digital Product Design

UX Research

PLATFORMS

Responsive Website

BUSINESS TYPE

D2C

Overview

Starting at just @1500 for a limited period, Epic Pass members can easily sign up, activate offers, and start enjoying benefits instantly. Trusted by a growing community, Epic Pass brings together value, convenience, and variety, making everyday experiences more rewarding through one seamless platform.

THE Challenge

Designing for Conversion in a High-Intent Purchase Journey

Transforming a Complex Pass System into an Intuitive Experience

The users faced friction during key conversion moments in the Epic Pass experience. Users faced a non-linear purchase flow, clunky membership management, and unnecessary steps for renewals and top-ups. Onboarding also felt heavy for first-time users, slowing activation and hurting overall conversion.

our Approach

The Method Behind Magic

Our Strategic Design

Using the STEP (Soak, Think, Execute, Proof) process, we designed the Epic Pass experience with a strong focus on user retention, embedding renewal reminders, personalised recommendations, and seamless reactivation flows to keep users engaged beyond the first purchase.
Built from scratch, the design system and wireframes prioritised cross-platform consistency across web and mobile, ensuring users experience the same intuitive journeys and interactions no matter the device they use.

Decoding the Ecosystem

A 360° View

Our research focused on understanding how users manage memberships across the Epic Pass platform. We mapped user expectations across browsing, purchase, and post-purchase journeys to define best-case user journey scenarios.
Through feature listing, we established a strong foundation for the platform by including essential features with real user needs. This helped shape a user-friendly experience, with a focus on simplifying membership management and reducing friction.

Users can access all benefits and offers through a single subscription, eliminating the need to manage multiple memberships or subscriptions.
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Times Prime could improve its community engagement features to foster interaction among members, which can enhance user retention and satisfaction.

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Ikon Pass offers renewal as well as young adult discounts. It also provides Pass Deferral policy.
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Core problems

Users experienced cognitive overload while navigating between sections, making the overall journey feel heavy and fragmented.
Friction across browsing and checkout flows led to confusion, increasing drop-offs.
There was a lack of bundled membership model across diverse destinations so users missed the full value of getting variety in one pass.

Key Opportunities

Streamline access between sections to reduce cognitive load and create a smoother, more connected user flow.
Prioritise simplicity across the journey to minimise drop-offs and improve satisfaction from discovery to checkout.
Clearly highlight the bundled membership value to position Epic Pass as a convenient, cost-effective way to access diverse destinations in one place.

Architecting Experience

From Insights to Frameworks

Through the testing we understood what are the key things people could remember and include that information in the prototype. Multiple iterations were made of the prototype and was tested with the participants.

Solution

Seamless Onboarding to Checkout

New users can create accounts, navigate options, and complete purchases through a streamlined checkout. This reduces friction, enhancing engagement and conversion.

Subscription Tracking and Management

Users can manage and renew memberships in one place. This feature supports retention by giving users control over their subscriptions.

Logical Organisation

The structured sitemap established a clear hierarchy, enabling easy navigation and discovery of membership bundles.

Form Meets Function

Designing Engaging Interfaces

As per the project requirement, we and stakeholders finalised two themes: Minimalistic dark theme (Midnight Ease) and Glass Morphism gradients theme (CasualPulse) to work ahead with and improvise accordingly as and where required. 

Success story

See why we’re not just a UI/UX Design agency; they see us as a strategic partner to their team.

We worked together to ideate and see how the solutions would solve the problem statement I had.Yellow Slice delivered their work, and the client started their development process. The team's project management was supportive and collaborative. They also brainstormed with the client to come up with solutions to their problem statement. Moreover, they understood the client's peculiarities.