The Wing
The Wing is a co-working and community space designed specifically for women, blending physical and digital environments through a social networking app.
Overview
Prolific Interactive partnered with The Wing for a 14-month collaboration to develop a custom-built iOS application and refresh their existing member site and portal. At the time, The Wing was rapidly expanding with multiple new locations opening, accompanied by significant PR momentum. Our mission was to create a version 1 of the app that would effectively integrate with their growing community, offering a seamless blend of in-person and digital experiences.
The Process
The project was structured around two-week sprints following an initial discovery phase. Our team worked closely with the Product Managers to prioritize features and set clear goals for each phase of development. We conducted in-depth qualitative research, interviewing 12 members and several key stakeholders to gain insights into user needs and expectations. These findings directly informed our design decisions.
The first major design phase focused on the Happenings feature, a central component of version 1. The Happenings feature was intended to bring members together through events hosted at The Wing’s locations—transforming the space from a co-working environment into a dynamic community hub.
Key Highlights
Happenings Feature
The Happenings feature was pivotal in connecting members and fostering a sense of community. It allowed users to RSVP for events, meet others, and utilize the space in new ways. We faced an exciting design challenge in optimizing the space and presenting information in an engaging yet clear manner.
Some key design objectives included:
Presenting Events: We focused on presenting Happenings in an exciting, user-friendly way while ensuring that the information was clear and easy to digest.
Interactive Elements: We carefully planned the placement of interactive components, such as attendance buttons and event bookmarks, to ensure ease of use.
Branding Elements: We also worked on integrating key branding elements, such as event tags, badges, and other visual markers, to enhance the overall user experience.
Key Insight from User Interviews
A major insight from our user research was that members often RSVPed for multiple events, causing events to fill up quickly, but attendance was low due to a lack of cancellations. This presented an opportunity to shift user behavior and optimize event participation.
Challenges
Throughout the project, we faced tight deadlines with frequent releases and the challenge of managing working files across multiple teams. The rapid pace of iteration meant we were continually refining designs and pushing new updates while maintaining alignment with The Wing’s evolving needs.
Ultimately, our work resulted in a user-centric iOS app that integrated seamlessly with The Wing’s physical and digital ecosystems, helping to foster a vibrant and connected community. The project’s success was marked by a smoother, more engaging user experience that supported The Wing’s expansion and solidified its role as a leader in women-focused co-working spaces.
Outcome
Our team iterated on efficient time management as we were always on the verge of pushing new releases.This meant sharing working files with the Wing among other workaround challenges.
Post-launch KPIs
01
+24% conversion from RSVP to check-in
02
New feature Bookmarks lead to 74% conversion from bookmark to RSVP
The Wing app has won the 2018 APPY Award for excellence in app design in the Home/Garden/Interior Design/Lifestyle category.