Product lead for SoulCycle iOS app

I took over an existing partnership with SoulCycle, where we had been owning their native iOS app, the primary surface for booking rides.

Challenges:

- Changing stakeholder landscape, we went through several different points of contact and VPs of Marketing

- Product teams reporting into the Marketing team instead of Product

- A lot of resistance to change given the good performance of the existing product

- Product Lead (me)

- iOS Lead

- 3-7 iOS Engineers

- Design Lead

- Product Designer

- UX Researcher

- Growth Analyst

- We conducted a cohort analysis by ride frequency, debunking a myth that the primary persona of focus should be Power Riders. We identified a large opportunity to drive ride frequency for Occasional Riders.

- Conducted a series of exploratory interviews to understand how the product was currently working

- Identified that users may be in different mindsets, but essentially they needed more extensive filtering behavior. Users shared a mistrust of recommendations, and fear of missing out on other classes they might enjoy.

- Held collaborative design studios to brainstorm solutions

- Several rounds of moderated, in-person concept testing with users

- Usability testing

- Developed a future-state app-map with a plan to deprecate two existing features to make room for new functionality later on

How might we make it easier for new riders and existing users to find and book rides near them?

What We Built:

- An improved Find a Class tab with an updated class list

- Added new filter facets, improved filtering logic

- Onboarding flow for New Riders leveraging instructor retention data

Original Plan My Ride Feature Design:

Updated Find a Class:

Onboarding

How might we help New Riders quickly and easily find and book their first ride?

- Saw an overall 25% lift in app-driven revenue in 2017

- Onboarding experiment saw a 17% lift in average ride count for new users