VENUES NSW
Bringing an elevated, convenient and holistic experience to Sporting Club of Sydney members, all within the palm of their hands.
Overview:Venues NSW briefed our design team to create a bespoke application that would provide their Sporting Club of Sydney (SCOS) members holistic access to their membership expereince. The goals of the biref was to discover various features and capabilities that could elevate the current membership experience whilst providing digital access to all the facilities enatiled in their membership. This included:
- Events & Booking
- Food & Restaurants
- Fittness
- Parking
Task:Discover and build a SCOS app that provides membership access to all their facilities and access points whilst also exploring new features and capabilities for an MVP build as well as future developments.
Problem:The SCOS membership structure is a convoluted offering providing x7 tiers of access to their facilities and events. This is also spread out between x2 stadiums and a gym, each with varied bespoke access points. The issue was providing a streamlined and simplified UX experience that could expand and develop the value proposition of their current membership whilst also adapting to their pre-existing tecnhical requirements (ie. CRM).
Mobile Application
Sector:
Entertainment, Wellbeing & Hospitality
Role: Project Lead & Product Manager, Strategy, Competitor & Comparative Analysis, Ideation, Low-fidelity Wireframing, Prototyping, Usability & Concept Testing, Project Management, Ongoing Product Development
Time: 12 Weeks + Ongoing Product Development
Webiste:
https://www.venuesnsw.com/https://www.sportingclubofsydney.com.au/
Problem Statement
Most SCOS members don’t know what is holistically entailed in their Membership, meaning they don’t access the whole experience that is available to them, which in turn makes the SCOS product appear less than what’s valued at.
Most SCOS members don’t know what is holistically entailed in their Membership, meaning they don’t access the whole experience that is available to them, which in turn makes the SCOS product appear less than what’s valued at.
Research: Comp Analysis
We conducted a thorough competitive and comparative analysis of fan and member-based applications to assess existing market offerings. This helped identify key functionalities to include, while uncovering opportunities to differentiate and position the SCOS app as a unique offering in the space.
How Might We
How might we provide a simplified and convenient product that brings transparency and empowerment to SCOS Members whilst also elavating the value proposition within their membership?
How might we provide a simplified and convenient product that brings transparency and empowerment to SCOS Members whilst also elavating the value proposition within their membership?
Discerning a Value Proposition
SCOS membership is highly sought after, with long waitlists and slow turnover—meaning most members are seasoned and well-versed in their benefits. However, Member Guests (those with guest cards) were overlooked from both an experience and data perspective. This presented a clear opportunity to build a broader data network and strategically expand SCOS’s reach. The true value proposition lay in enabling digital guest card sharing, but due to design constraints and the immediate need to focus on MVP delivery—Design, Test, Build & Launch—this feature was slated for a future phase.
MVP: Launch to North Star
Ideation focused on near-term feasibility. While digitizing membership cards required extensive backend work, the immediate focus shifted to providing a unified membership view for easy access to benefits.
Phase Rollout
With the core propositions mapped by ‘all in one’ to ‘digital share card functionality’, our phase rollout was mapped like so.
All-In-One
Provide access to all core offerings for all x7 tiers of the Sporting Club of Sydney memberships.
But why?
This was the foundation of the SCOS offering. Providing this at the least was a necessity as it reflected the core access points for SCOS members and their guests. Despite this not being a bespoke offering, this was a requirement that needed to be actioned from the onset.
Digitised
Share Card
Provide digital share card and reclamation functionality between members and share card members (Member Guests).
But why?
This would address key member pain points by enabling easy, seamless sharing of guest memberships with third parties. Introducing this functionality would also unlock a new layer of value within the SCOS membership, expanding both its appeal and utility.
Bespoke
Elavation
Deliver a suite of features and enhancements that strengthen the app’s core value proposition.
But why?
Features like member-to-member guest card sharing, enhanced food menus, and improved gym access and booking are designed to elevate the guest member experience—a key audience for Venue NSW. These improvements also open up stronger marketing and promotional funnel opportunities through better audience visibility.
Initial Product Release
The SCOS app launch delivered all planned features across each phase, driving strong adoption among core users and adding meaningful functionality that elevated the overall member experience.
Product Growth & Iteration
By phase three, we introduced refined features that enhanced the daily experience for core SCOS members and expanded engagement with previously untapped member guest users. Here are some key additions following the initial release.
Signs of Success
Venues NSW and SCOS shared key data showing the success of the SCOS app. Usage increased, and consistent engagement confirmed the core proposition resonated with users. Here are standout insights reflecting this success.