The Ned, Soho House Group
Despite The Ned’s renowned hospitality, its website failed to showcase its full offering. We designed a seamless global navigation and homepage, improving usability and brand storytelling.
Their Story
The Ned is an internationally recognised luxury hospitality brand offering an unparalleled blend of hotels, private members' clubs, restaurants, spas, and event spaces. Each location—London, New York, and Doha—delivers a seamless yet distinct experience, catering to both public visitors and private members. Despite The Ned's reputation for exceptional service, its global landing page and navigation failed to reflect its full offering leading to high bounce rates and low engagement. Our goal was to create a global homepage and navigation that showcased 'The Ned experience' and improved usability.
Discover & Define
We began by analysing the site, uncovering key challenges: multiple locations with distinct offerings, unclear distinctions between public and private services, inconsistent navigation, a lack of brand storytelling, and a fragmented global experience. To address these, we ran a mapping workshop to prioritise products by revenue and popularity, shaping a clearer navigation system. We also spent a day on-site, observing details, interviewing the Head of Marketing, and studying Soho House’s editorial approach to craft a more immersive digital experience.
Develop & Deliver
The previous website lacked global navigation, requiring users to enter a location before discovering services. An expanding global menu was introduced, allowing navigation by destination or service, with services dynamically displayed where available. A universal booking modal, accessible from the navigation and global landing page, enabled customers to book rooms, restaurants, and spa treatments—reducing clicks and improving conversion. The redesigned homepage showcased The Ned’s full offering, shifting focus beyond just a hotel to a 24-hour experience. Action-oriented verbs—Stay, Dine, Join, Relax, Meet, Explore—guided users while subtly encouraging upsells.
Touchpoints before optimisation
Product and service mapping
Mobile and Desktop Navigation
Desktop Navigation
Mobile and Desktop Booking Widget
The Optimised experience
View all work