Going Global
Opening the door to infinite growth for a boutique members club turned virtual network
AllBright Members' Club
Team

1 Product Manager

2 Developers

1 Designer

Services

Strategy

UX & UI

Development

Technology

React Native

React

GraphQL

Industry

Social networking

Content / Media

Length

6 Months

Platform

App

Talk to Ryan
ryan@planes.agency
Brief
A digital membership network for professional women

AllBright is a members’ club with physical spaces in London and West Hollywood where women can work, train, network and relax. It was founded by Anna Jones, the former CEO of Hearst, and Debbie Wosskow, founder of Love Home Swap which she sold for $53m.

Despite the success of their physical spaces, they also limited growth for AllBright's business. Members could only benefit from the club's services and the network if they were physically present.

By the time Anna approached Planes they had already experimented with a proof of concept (POC) for a digital membership network using an off-the-shelf product. But they had quickly hit the limits of what they could achieve. They needed a partner to further develop their digital proposition. 

Digital transformation at lightning speed

Planes were brought on as AllBright’s digital product team to create a digital experience that would prove more engaging to members and help AllBright to scale its business model.

The project was initially planned as a 3-month roll-out, but when the Coronavirus pandemic forced physical meeting spaces to shut shop, we found a way to deliver the new platform in just 5 weeks.

An all-in-one platform

We led on everything from building out the proposition and deciding on the priority of features, to the design, testing and build of AllBright's all-in-one platform.

Using the existing POC model as a foundation, we were able to prioritise new features to prototype and implement, drastically reducing the design and development process.

A team and tech stack built to grow

We believe in small, nimble, empowered teams. But due to the pressures of the pandemic on the AllBright business, we increased our developers from 3 to 7 (in addition to the existing product, design and QA team members) to hit the 5-week deadline. 

Using React Native Web, we built iOS, Android and web simultaneously (including native apps for mobile), enabling us to share 85% of the components across web and mobile platforms. This resulted in a smaller code base to manage which improved efficiencies and further reduced the timeline.

Fast-tracking connections across the world

After 5 weeks we launched the first version of the app wtih XX functionality. We moved 10,000 initial users to the new platform overnight, across web, iOS and Android. Within X weeks, membership had increased 900%. The ROI followed at a similar speed with a 50% conversion rate from trial, and month-on-month revenue growth of more than 25%. 

The new platform also saw a dramatic increase in its user star rating, reaching an impressive 4.8*. And it wasn’t just users that were impressed. The new platform received significant media attention from Forbes, Sky News and the Evening Standard.

50%
conversion rate from trials to paying members
85
Net Promoter Score
2000+
new connections between members
4.8*
improved App Store rating
Fast-tracking connections across the world

After 5 weeks we launched the first version of the app wtih XX functionality. We moved 10,000 initial users to the new platform overnight, across web, iOS and Android. Within X weeks, membership had increased 900%. The ROI followed at a similar speed with a 50% conversion rate from trial, and month-on-month revenue growth of more than 25%. 

The new platform also saw a dramatic increase in its user star rating, reaching an impressive 4.8*. And it wasn’t just users that were impressed. The new platform received significant media attention from Forbes, Sky News and the Evening Standard.

50%
conversion rate from trials to paying members
85
Net Promoter Score
2000+
new connections between members
4.8*
improved App Store rating
An ongoing network of support

Following a successful launch, we continued to work with AllBright for X months, speaking with users and the AllBright team to evolve the functionality of the platform. For basic features such as their news feed, we used best practices and third-party functionality. This allowed us to focus on higher value and more unique features. For example, after speaking with members we piloted and rolled out a feature that paired people based on their personal interests, increasing engagement by 450% on the platform. 

To give AllBright the skills they need to make the product continue to thrive, we recruited an in-house product team to replace us. Thanks to our smart engineering decisions and modern tech stack, making recruiting much easier, over X weeks we recruited Y and brought them up to speed with our approach.

"I have never worked with a team who are so fast and flexible. The quality of the work and ability to adapt with our business is second to none."
Ashley Silburne
Head of Product
Let's shake things up
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