Our bespoke frameworks such as the Affinity Loop™ enable us to map key inflection points, gaps and opportunities across the customer journey.

Customer Journey Mapping

/// CX AND PRODUCT DESIGN

/// JOURNEY STRATEGY AND MANAGEMENT

/// WEB EXPERIENCE

TRANSFORMING The
AUTOMOTIVE RETAIL Of MG.

  • MG needed to elevate its regional digital presence into a premium, consistent, and mobile-first experience across 13 regional and market websites. The objective was to strengthen brand perception, enhance product storytelling, and create a seamless journey that moved customers from exploration to conversion.

  • RAPP partnered with MG from strategy through to execution, defining the digital experience vision, UX framework, content architecture, and vendor collaboration model. We also produced high-quality CGI, 3D, and motion content to create immersive product experiences while establishing a scalable production workflow.

  • The transformation delivered a premium digital showroom experience across all regional websites, with richer storytelling, enhanced model pages, and visually engaging assets that elevated the brand. The entire program was completed in under two months, providing a scalable, cost-efficient foundation for future digital growth.

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experience Website

TURNING DATA INTO
EXCEPTIONAL GUEST
EXPERIENCES

  • Jumeirah Hotels Group set an ambitious goal to become one of the world’s top three luxury hotel brands. However, customer data was fragmented across more than 20 disconnected technology platforms, making it difficult to access the right insights at the right time. Without a unified data ecosystem, delivering seamless, personalized guest experiences at scale remained a significant challenge.

  • We conducted a technology-agnostic assessment of Jumeirah’s entire data and technology landscape, mapping customer data across every touchpoint and evaluating how systems, teams, and processes worked together. This diagnostic identified opportunities to simplify the tech stack, improve data accessibility, and create a roadmap for a connected, experience-led data architecture.

  • The assessment delivered a prioritized transformation roadmap with 10 strategic initiatives designed to unlock the full value of Jumeirah’s data. Now underway as part of a three-year transformation program, the roadmap is enabling smarter decision-making, stronger operational alignment, and more personalized guest experiences that support Jumeirah’s long-term growth ambitions.

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MCKINSEY’S DIGITAL
ECOSYSTEM GETS A
SMARTER UX

  • McKinsey needed a modernized digital ecosystem for faster, intuitive content access; search and discovery were pain points, and the platform had to adapt to changing leadership, brand, and structure without disrupting delivery.

  • We partnered with McKinsey through a human-centered design approach, combining digital strategy, experience design, SEO, technology, and development. Starting with a comprehensive Listen, Imagine, Validate framework, we gathered user insights, tested concepts with real users, and designed an experience that made content easier to find while reflecting McKinsey’s evolving brand and values.

  • Over a three-year partnership, we delivered a scalable, user-centric digital ecosystem that improved content discoverability, streamlined navigation, and enhanced the overall user experience. By adapting to continuous business change while maintaining delivery on time and on budget, we created a future-ready platform built for long-term growth.

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