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Case Study

The Inside Out Community – Website Build

The Inside Out Community is the UK and Europe’s leading network of in-house creative leaders, bringing together professionals from brands like Waitrose, Gousto, UNICEF and Deliveroo.

 

As the community grew, its existing platform couldn’t keep up. It needed a more flexible, scalable and future-ready digital experience for both members and non-members. Filter was brought in to replatform and redesign the site from the ground up, delivering a user-focused solution to support continued growth.

Membership WooCommerce WordPress Development
A panel discussion featuring industry experts on the reasons brands are transitioning to in-house operations. The backdrop displays a bright pink screen with the title of the talk, while the audience listens attentively.

Introduction

Future-Proof Solutions: Replatforming The Inside Out Community

The Inside Out Community approached Filter with a clear goal: to future-proof their website and transform it into a platform that could support continued expansion, a growing membership base and a more intuitive user experience.

 

Originally built with Elementor, the site had become difficult to maintain and slow to load. As the community evolved, the platform needed to evolve too.

 

Filter replaced the Elementor build with a fully restructured WordPress site powered by the native Block Editor and WooCommerce, enabling flexible content management, scalable infrastructure and seamless user journeys for members and visitors alike.

Relationship Length

Long-term digital partner

Focus

Future-proof digital platform to support membership growth

Visit The Site

Problem Problem

  • Elementor setup limited performance and scalability
  • Platform was hard to manage across a growing team
  • Slow load times reduced engagement
  • Poor content structure affected UX and efficiency

Solution Solution

  • Rebuilt with WordPress Block Editor and WooCommerce
  • Introduced clearer content categories and brand-aligned UI
  • Added single sign-on forum for easier community interaction
  • Built a CMS that supports team collaboration and growth

Result Result

  • Launched a scalable, future-ready membership platform
  • Improved personalisation and streamlined UX
  • Strengthened ability to serve and expand the member base
  • Prepared the platform for upcoming features and phases

A website redesign showcases a clear transformation from the previous layout to a modern, engaging design. The left side displays the old version, while the right highlights an updated aesthetic with vibrant visuals and organized content aimed at creative leaders.

The Challenge

The original Elementor-built WordPress site couldn’t keep up with Inside Out’s growth. As content and contributors increased, performance declined, site management became inefficient and collaboration was difficult.

The team needed a scalable solution with a personalised members area, improved content categorisation and an integrated, accessible forum.

They also required a simpler way to manage subscriptions, events and job listings without compromising performance or usability.

Our Approach

Filter conducted a full site audit and rebuilt the platform using the WordPress Block Editor for improved flexibility and content management. We introduced categorised content, reusable blocks and layout tools to support collaboration, while WooCommerce handled memberships, subscriptions and ticketing.

The WooCommcer Events Calendar was used to deliver seamless events registration and a Discourse community-focused forum, with single sign-on replacing an external platform to improve engagement. We also added a job board with WP Job Manager, upgraded award submission forms, and integrated PersonalizeWP to deliver tailored content to specific users.

A laptop displaying a webpage that outlines membership benefits for creative leadership support, featuring sections on user research, competitor analysis, prioritization, and focus groups.
A laptop and smartphone display a website inviting in-house creative leaders to join a professional community, featuring engaging visuals and information about training and resources for creative professionals.

Results

The new platform delivers a high-speed, personalised experience that reflects Inside Out’s creative and digital ambitions. Content is now easier to discover through the Watch, Read and Listen structure, and the integrated forum has already seen strong engagement.

Navigating the site is faster, resources are more accessible and the user experience is consistent across all devices.

Memberships, events and job listings are simpler to manage and the enhanced platform creates new value for both members and partners, supporting ongoing growth.

Visit The Site

Why This Story Matters

By replacing outdated infrastructure with a scalable, tailored WordPress solution, Filter delivered a site built for future innovation. With an integrated forum, improved UX and flexible content tools, the platform now supports Inside Out’s mission with clarity and purpose.

To support continuous improvement, in addition to exploring a dedicated app, we’re also introducing membership tiers, giving community members at different stages of their careers access to relevant content, and enabling the sale of rich content on demand to non-members.

Image showcases three mobile phone screens displaying information about a membership program for home creative leaders. Each screen features details on membership benefits, support resources, and upcoming events, emphasizing community engagement and professional development.

We underestimated the role our website was going to play when we first launched the community, so having Filter on board as a trusted tech partner has been so valuable. We now have the right foundations for growth and to realise our vision.

A smiling woman with long brown hair stands against a light-colored brick wall. She is wearing a black jacket and a white shirt, exuding a friendly and approachable demeanor.
Emma Sexton, Founder & Partnerships Inside Out Community

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