Native iOS
Brief
SoulCycle’s ridership demographics could be roughly broken into 3 segments. “New” Riders (people with 3 rides or less), Intermediate/Advanced (people with 5+ rides) and “Hardcore” Riders (people who ride 3+ times a week). Each segment faced their own unique problems, from high barrier to entry for newer riders to speed and search precision for hardcore riders. As a product team, we had to solve for each demographic in novel ways informed by many rounds of research, user studies, and product reviews.
Launched features
Rider feedback
Instructors often requested a more streamlined way of collecting feedback from their riders. We designed a lightweight solution that allowed for quick feedback post ride. Our team had the intention of ultimately using the data to provide riders with more context before selecting an instructor.
Finding a class
We fully revamped the filter and search functionality, allowing for users to fine tune their search. Before this, hardcore riders had a hard time breaking out of their routine to find an instructor that fit their schedule.
New rider onboarding
For power users, the SoulCycle app was responsive, speedy, and functional. For newer users however, the app left them with little guidance or instruction. We aimed to fix that with a revamped onboarding that would guide a user through the basic elements needed to book a class (time, location, studio). It would also provide recommendations based on the instructors with the highest new rider retention rates.
New rider education library
Through user research we discovered that new riders were often intimidated by the classes. So we set out to create a system through which to educate them before their first ride, easing that barrier to entry.