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

Created for women by women, AllBright is a members’ club with physical spaces in London and West Hollywood where women can work, train, network and relax. AllBright’s natural next step – especially as the world went into lockdown – was a digital offering.


Following a successful proof of concept using an off-the-shelf product, AllBright quickly hit the limits of what they could achieve and recognised the potential for a consolidated, bespoke platform. They approached Planes to help design and develop their ideal digital experience.

Fast-tracking connections across the world

In one seamless migration, we moved 10,000 initial users to the new platform overnight, across web, iOS and Android. 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*.

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

In one seamless migration, we moved 10,000 initial users to the new platform overnight, across web, iOS and Android. 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*.

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
Digital transformation at lightning speed

Initially planned as a 3-month roll-out, when the Coronavirus pandemic forced physical meeting spaces to shut shop, we had to find a way to deliver the new platform in just five weeks.

We salvaged

By leveraging elements from the existing POC model, we were able to prioritise which new features to prototype and implement, drastically reducing the design and development process.

We scaled

Whilst more bodies is not always the solution, our robust working practices and first-class talent pool allowed us to quickly scale up from three developers to seven. With the product, design and QA resource needed to support already in play, we had a cohesive team delivering from day one.

We streamlined

Using React Native Web, we built iOS, Android and web simultaneously (including native apps for mobile), which enabled 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.

We safeguarded

We made engineering decisions fit for the future, allowing AllBright to develop and grow within the existing platform. We also left AllBright with a modern tech stack to make it super easy for them to hire an in-house team and find the right support.

"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
An ongoing network of support

Following a successful launch, our focus shifted from speed of delivery to optimisation, including user testing to further hone the customer journey. We also implemented a product cycle that worked with AllBright, allowing them to manage a roadmap alongside their strategic intentions.


For the wider team we introduced Agile working, which was also integrated into the customer support function.


Finally, we helped AllBright secure their first Head of Engineering and helped them transition to become truly self-sufficient.

Let's shake things up
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