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.

AllBright's physical spaces were a huge success, but they limited growth for the business as members could only benefit from 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 chose us as a partner to further develop their digital proposition, create an engaging digital member experience and help AllBright to scale its business model.

After 5 weeks we launched the first version of the app. We moved 10,000 initial users to the new platform overnight, across web, iOS and Android. Within a few 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.

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.

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.

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.