I delivered an app redesign, introducing personalisation and creating a unique and tailored experience for members at each Soho House.
Create a personalised app experience designed from the ground up to simplify & improve members' digital journeys, using data to enhance the design.
The design needed to contribute to Soho House's commercial objectives of boosting bookings, attracting more members to different locations and increasing member satisfaction.
What I did
I created a new modular home screen designed to surface relevant and contextual info, such as upcoming bookings, connections and club news. The design improved discoverability to help users get the most from their membership by highlighting events, screenings, and restaurants based on location and preferences.
I also designed a unique ‘Home’ takeover tailored to users with relevant information about individual houses, who's there, what's on and any updates while a member is checked into any of the clubs.
Putting members first
I conducted member interviews to learn how frequently the app was used and what features were most important. I gathered key insights into members' needs and pain points in the sessions.
I used card-sorting exercises to sort and rank each member's priorities and activities, both when planning to attend and while using the app when visiting a Soho location. This allowed us to see common patterns and identify regional differences.
"Split between day and night, work and play would be good. eg, Day - work, laptop policy… Night - events, what's on, drinks…"
— Member feedback
Overall engagement is up by 18% with an additional 1,000 bookings a day.
With the delivery of the redesign, I introduced a new level of personalisation, crafting unique experiences that were true to the brand and resonated with members' individual preferences, wants and needs.
This modular approach sets a new standard for the members' app experience and lays the foundation for improved engagement and satisfaction.