Redesign for a global creative community
Soho House, a private members club known for its luxury hotels and exclusive clubs worldwide, faced a critical challenge in 2022. In the annual engagement survey, members who rely on the app for access to clubs, bookings, networking, and exclusive content expressed dissatisfaction, calling the. app bloated and complex.
I led a comprehensive redesign starting with members feedback at the heart of the experience. By improving core features and aligning the app with members’ needs, the new design has gained hundreds of 5-star reviews, transforming the Soho House digital experience.
Evaluating the current experiance
The existing experience was falling short of members’ expectations. The app had become heavily focused on article content—Soho’s primary communication tool—often leading to irrelevant content taking centre stage. This focus detracted from the app’s core purpose of helping members get the most from their membership.
To understand better the problems members faced and the context of the business side I conducted a comprehensive evaluation of the current experience by analysing user behaviour data, running a few internal workshops, and engaging directly with members from various regions worldwide.
Core insights from members
Uninspiring content
"Unexciting, I prefer to just go to a House and see whats happening, but sometimes miss out on good events" - Member Feedback
Feedback like this highlighted that the content within the app was failing to engage members, often leading them to rely on physical visits rather than exploring what the app had to offer.
No personalisation
"The app's very generic, show me the events I'm interested in, you know my interests and history." - Member Feedback
Feedback like the above supported internal views that there was to a critical need for a more tailored experience that aligned with individual member interests and past behaviors.
Hard to manage
"Too difficult to cancel events or change room bookings; I just emailed in, and they are very friendly" - Member Feedback
This feedback indicated that the app’s cumbersome processes were driving members to seek assistance outside of the digital platform, undermining the app’s intended convenience.
Bringing the design to life
I designed the home to improve discoverability and relevance for Soho House members. Dynamically populating members' home screen content by location and interest and surfacing upcoming bookings to improve commonly used actions.
By intelligently surfacing individually tailored events, screenings, and classes, we ensured that members see relevant, exciting events and experiences, reducing the likelihood of missing out and creating meaningful interactions every time users log in.
I designed the Hero to reflect and react to each of the house's unique spaces aesthetically, incorporating the vibe; on hot summer days, members might see local house pools in the Hero, while cold winter nights might highlight cosy fireside settings.
Spotlight module
The Spotlight module was a significant and innovative addition to the app, designed to address the issue of uninspiring content and fully leverage the rich editorial and curated experiences that Soho House offers. I conceived this feature to create a more exploratory experience for members, allowing them to discover and engage with content.
Inspired by threaded social stories, the Spotlight module showcases exclusive short-form content in a stylish lookbook format. It serves as a creative communication tool, engaging members with various aspects of the business—from large-scale events like Coachella and House Festival to milestone anniversaries celebrated with weekend-long events at specific locations.
The module has been a resounding success, effectively targeting different regions and demographics and resulting in immediate positive impacts on key business KPIs.
25 Years of Babington House
Checked In experience
Along with the new home design, I successfully pitched the idea of creating a Checked-In Experience. This would aim to extend the digital interaction for members at a Soho House location by transforming the app’s home screen when a member checks into a house, immersing them in the specific offerings of that location.
The design would help forge connections in the community by displaying who else is at the house, highlighting connections members have in common, and suggesting new connections, reinforcing the creative, network-driven spirit of Soho House.
Additionally, the checked-in experience streamlined the process for members to settle their tabs, allowing them to pay directly through the app, reducing waiting times and assessing the workload for staff.
House Profiles
Members often found it frustrating not knowing if a location had a gym, when it closed, where they could use laptops, or if parking was available, among lots of other questions about what each house has to offer.
I designed the House Profile Page to address the app's need for more specific location information. A dedicated space where each location could provide members quick access to location, operating times, high-quality photos and detailed amenities, practical information and updates before they arrive.
