WEWORK
TOUR BOOKING
My Role
I contributed to the overall design process and oversaw aspects related to MVP scoping, user flows, wireframes, rapid prototyping, and usability testing. Additionally, I conducted user research, facilitated co-workshops, and worked closely with cross-functional teams in synthesizing research findings to produce viable ideas.
Timeline: Protopie
Tools: Figma, Protopie, Jira, Zoom, Slack,Lookers
Problem Discovery
Our WeWork China members have transitioned swiftly from a mobile-first to a mobile-only consumer behavior
While the WeWork.cn website was custom-tailored for our local customers, we encountered significant challenges in promoting its adoption. This was primarily due to the rapid shift of Chinese consumers towards mobile applications for their daily consumer activities. We promptly collaborated with our marketing team to develop a new Tour Booking Mobile App from scratch, with the aim of better attracting and serving our potential members.
Defining Persona & Goals
How do we serve a diverse spectrum of users at WeWork?
These personas showcase the diverse range of users who can benefit from WeWork's workspace solutions, from individual freelancers seeking flexibility to large corporations looking for scalable and customized workspace solution
User Storyboarding
A persona in an ideal context scenario guides our MVP's essential functions
At this stage, our primary goal is to extract a list of design requirements that we have to support in order for these ideal scenarios to happen. These requirements would then lead our idea generation phase.
Brainstorming storyboard requirements
How do we support the ideal solution scenario?
To facilitate our generation phase, I hold a cross-function team workshop to look into the current website key data and further reframe our design requirements into key actionable statements.
Feature Prioritisation
Limited resources forced us to re-prioritise our features based on impact and effort
While the WeWork.cn website was custom-tailored for our local customers, we encountered significant challenges in promoting its adoption. This was primarily due to the rapid shift of Chinese consumers towards mobile applications for their daily consumer activities. We promptly collaborated with our marketing team to develop a new Tour Booking Mobile App from scratch, with the aim of better attracting and serving our potential members.
IDEATION
Iterations from Usability Tests
Real User Usability Testing: Gathering Direct User Feedback for Improvement
We asked the 7 participants to complete several scenarios and observed their movement patterns, mental models, and ability to complete their goals. Through multiple rounds of feedback, I was able to make this usability evaluation scale to understand where should we improve more for the next round of iterations.
DESIGN SYSTEM
RAPID ITERATIONS
AB TESTING
FINAL DESIGN
For customers who are not familiar with WeWork's service
For customers who are not familiar with WeWork's service
The home screen has shortcut buttons to help users explore and search the workspace easily
After users book the tour, how can we better track it to improve lead quality?
FINAL DESIGN
Reduce homepage bounce rate from 70% to 35%
The New Tour Booking App has achieved a 20% increase in the conversion rate through different promotion channels.
The quality of offline leads has significantly improved, it helps the company saves lots of sales and account team resources.
FINAL DESIGN
What we did good?
Bring cross-functional teamwork together
Discuss and get alignment in the much short time
Tailer the design process for different types of project
More confident about the work after being tested
Everybody is having fun
What can be improved?
The work efficiency between cross-functional team still need to improve
The aspect of business opportunities still wasn't diving deep enough
The project scope is not aligned very well from the beginning.