Soho House engaged me to help redesign their global app experience. The goal was to unify discovery, booking, and member engagement under one cohesive design system while retaining the brand’s distinctive identity.
Homepage
The restructured homepage has a personalised header showing an image of the members favourite house. We then segmented areas of personalised inspiration focusing on booking and connecting with other members.
Guest invite
As there are 36k guests invited every week with the emphasis to making all members invite through the app, we wanted to make this a primary interaction without moving away from the home.
Events
One of the main drivers of the app is the bookable events happening in the houses everyday. We improved the designs of the pages by associating house logos with the house name, the status of the event and what type of event.
House Pay
As there are multiple bars/restaurants throughout the premises, the house pay system allows the member to pay all their bills within the app.
We produced an MVP of the new navigation keeping the structure of the homepage, with a release plan of the rollouts for engineering to manage.
The App Store ranking since the launch of refactored nav increased from 2.3* to 4.8*.