The Other House
Mobile app & website
Through acquisition LIONS had a growing number of subscription sites: WARC, Contagious, The Work, and Effies. LIONS Intelligence division was created to house the growing number of brands and content platforms.
Initially defining a strategy + vision, before heading up a small team, and over 10 months helped deliver a suite of new sites and experiences for all current and future LIONS brands.
Pre, During and Post stay
To ensure we could map the required UX across screens we covered the full life cycle, end-to-end.
Discovery & UX
The goal was to create a shared foundation that would allow for individual brand expression while ensuring systemic consistency.
We conducted a full audit of all existing digital products to identify common patterns and inconsistencies. We also layered feedback from interviewed users to understand their cross-platform journeys, pain points, and identified opportunities.
Pre, During and Post stay
To ensure we could map the required UX across screens we covered the full life cycle, end-to-end.
Role
While serving the same global community, each brand under the new umbrella had its own unique digital identity, and fragmented digital experience, creating challenges for both our users and our internal teams.
Navigating between these digital products felt like switching between completely different companies.
High Cognitive Load Each new product required users to learn a new interface, navigation, and interaction patterns.
Inconsistent Journeys Key user flows, such as signing up, searching for content, or making a purchase, were vastly different across platforms.
Experience Gaps Users struggled to navigate between the platforms, discovering content and features felt disjointed, and the overall experience lacked a premium feel.
Made to feel like ordering off a menu
Re-ordering at the Bar concept
Made to feel like ordering off a menu
Re-ordering at the Bar concept
Bringing the brand to life across the app experience.
Make it home, Give control, Create a lasting impression, Build it better form the foundation for the brand across the entire guest experience. We infused this across the app, being very intentional with the design and where to express the brand, and when to pair back.
Feature list:
Check in and out
Use your mobile key to access your club flat
View what’s happening around the House
Message a House Jack if you have a question
Book a table and order food and drinks around the House
Arrange dry cleaning
Find out how busy the pool and gym are
Book a meeting space or private dining room
Explore the local area
Users' home and core app screens
Credits
The Other House blurs the lines between hotels, serviced apartments, and members' clubs offering first-class fitness and wellness facilities, with a restaurant and bar also inside.
Webby Award Winner 2023
APP Best Visual Design