OVERVIEW: I was the Head of Product Design at Soho House, The Ned, Soho Home, Cowshed and Soho Works where I led a talented team of 9 designers in creating unique and creative designs. I was in charge of planning and completing different projects, working closely with other teams to make sure our designs worked well and looked great. I managed everything from coming up with ideas and making initial designs to testing them with users and finalising the finished products. Our designs always put users first, making their experience better and matching the Soho House style. During my time there, I emphasised both creative thinking and practicality, ensuring our designs were both impressive and easy to use. 

The app was in need of a refresh as it wasn’t working well for members. We focused on making it simple to see upcoming bookings, pay for things while in the house or plan your visit.

LINKS:
Soho House website
Soho House app
The Ned website
The Ned app
Cowshed
Soho Home

LEAN UX: Incorporating Lean UX principles was a pivotal aspect of my role as the Head of Product Design at Soho House. By fostering a culture of continuous iteration and collaboration, I ensured that our design process remained agile and responsive to user needs. We embraced rapid prototyping and user testing, allowing us to gather valuable feedback early in the development cycle and make informed design decisions. This iterative approach not only accelerated the product development timeline but also enabled us to pivot and refine designs based on real-time insights. By combining Lean UX methodologies with our creative vision, we created products that seamlessly merged user satisfaction with business objectives, resulting in a more streamlined and impactful member experience at Soho House.

The website needed to be more editorial but with a focus on member’s needs. It wasn’t working well for non-members to provide information on how to apply or content to inspire. Me and my team completely transformed this, always including the users to find out the best possible solution.

We did early rounds on feedback with the members to pivot the features where necessary. Using Lookback for this was great as we could play back videos to project stakeholders.

Changes included functionality such as House pay and bedroom bookings to improve conversion as well as making life easier throughout a booking or buying journey.

BEHAVIOURAL SCIENCE: I used behavioural science workshop methods to come up with new feature ideas for upsell, feature improvements and usability changes.

We used cart sorting methods due to the sheer volume of features inside the app. We wanted to find out the priorities a member has when booking an event or table or when visiting a house.