Booking Experience Map. Identifying what's working well, areas for improvement, and opportunities within the events, and screenings booking journey from both the members' and operational perspectives

By actively engaging with members and operational teams, I created a comprehensive experience map to capture insights, pain points, and opportunities. This dual-perspective approach highlighted key areas for improvement, building a foundation for meaningful change and growth opportunities. The detailed map served as a vital tool by directly informing the product roadmap for 2024. As a result, future developments were strategically aligned with member needs and business objectives, enhancing the digital experience for members and improving internal tooling for operational teams.

Brand: Soho House

Year: 2023 - 2024

Responsibility as Lead Designer: Organising and conducting interviews, discussion guide, collating and theming insights, structuring and creating experience map, stakeholder and C-suite engagement, presentations and workshops.

IMPACT

Informed product roadmap

The majority of '24 B2C and internal projects were defined and validated from the opportunities I found.

Cross-business input

First-time departments collaborated and utilised the insights within their areas.

Living document

Periodically revisited at key moments to validate project impact.

To gain a comprehensive understanding of both perspectives, I conducted interviews focusing on two key areas: the member experience broken down into phases, and the internal operations that support member interactions.

Members

Informal conversations with members across various houses and via Zoom spanning multiple regions. I explored how members feel while navigating the process of browsing, booking, and attending our events. The aim was to understand their motivations, evaluate the current functionality of the app, and gain insights into their competitor experiences.

Operations

From an operational perspective, I engaged with representatives from key departments. Expanding on members’ insights, I opened up a discussion to gain an understanding of the internal processes and systems that shape our members’ overall experience. The aim was to document areas for improvement and uncover inefficiencies within our operational framework.

The outcome: Sharing insights to the wider business and teams

C-Suite engagement

Led the presentation to the CEO and CTO outlining the key pain points in the booking journeys, and what's next with the insights discovered.

Facilitated workshop with SLT

I presentated and facilitated workshops to share key findings from the experience map with the senior leadership team and stakeholders across the business. Collaborating closely with them and the Product Manager, we prioritised workstreams to focus on, subsequently creating the Product Roadmap focusing on booking and event improvements for members and operational teams.