REDESIGN PREMIUM WORKSPACE WEBSITE
DATE
2020
MY ROLE
Team Lead
UX/UI Designer
DURATION
2 Weeks
CLIENT INDUSTRY
Real Estate
PLATFORM
Website
TASKS
User research, IA restructure, UX design,
UI Design, Prototype
TEAM SCALE
3 designers
PROJECT OVERVIEW
CLIENT
-
Premium Workspace Provider
-
Over 150 centres Located in Central
Business Districts Worldwide
-
Main Services:
- Coworking Space
- Virtual Office
- Meeting Room
- Event space
USER
Large Multinationals and growing enterprises
like Twitter or Expedia. They choose TEC mainly for their exceptional locations, high end design interiors, and dedicated staff.
BRIEF
The Executive Centre global website serves as
a main lead source & information hub for all centres
However, their bounce rate is currently high at 62%,
which is not ideal as a good website aims for a bounce rate of under 40%.
BEFORE VS AFTER COMPARISON
The Executive Centre global website
GOAL
Redesign their current website to
-
Reduce bounce rate (Currently 62%)
-
Increase leads and sales
-
Streamline the user journey to conversion
Our Plan
Discover
Design
Deliver
Define
Meet the client
Interviews
User Test
on current website
Google Analytics
Affinity Map
Persona
Pain Points
Solutions
Competition Map
Restructure Site Map
Redesign website
User Interfaces
Moodboard
Apply Brand
Design System
Wireframes
Prototypes
Outcome Comparison
Present to client
We did interviews and
did user test on the current site,
here is how they reacted:
There is way too much text,
I will definitely leave this site!
I am confused. I don’t know it’s
a shared workspace website.
I don’t want to fill in long contact forms. I prefer to
call directly to ask for details.
Google Analytic Findings
(16 Nov - 15 Dec 2020)
From the User Behavior Flow, we found that viewers are in an endless loop within pages like Home Page, Locations, About Us.
The looping journey suggests that users cannot find the information they are looking for.
In result, Goal Conversion Rate is extremely low,
and can hardly be converted to leads and sales.
0.64%
Goal Conversion Rate
PAGES WITH MOST VIEWS
1.Home Page
20,682(48%)
2.Locations
2,565(6%)
3.Coworking
1,156(3%)
Our conclusion was to focus on:
-
Redesigning most viewed pages
-
Support viewers the information they need for goals conversions
-
Reduce bounce rate
PAIN POINTS
01
Text Heavy
02
Hard to Navigate
03
Insufficient Details about
Service and Prices
We Targeted Our Solutions to Answer Problem Statement
Problem Statement
How Might We REDUCE BOUNCE RATE and Streamline the User Journey to CONVERSION?
-
Display service of TEC to be understood at 1st glance
-
Highlight their high quality Features & Amenities
-
Redesign navigation according to most viewed items
-
Reduce steps(clicks) to view details & check out
-
Transparent prices & details
-
Add compare rooms/service feature
Restructured New Sitemap
In order to restructure the website hierarchy, we have developed a new site map,
we simplified the whole website and reduced the hierarchy down to 3 layers
so our users can easily navigate and achieve their goals.
Prototype
Let's take a look at the redesigned website now, we will go through the landing page as a teaser.
The User Flows of booking a tour for Coworking Space & booking a meeting room can be presented in person.
Outcome
Comparing New TEC Website with Our Closest Competitors
It requires 3-5 clicks at our closest competitor's site, just for users to get an enquiry.
Where as our renewed TEC website only requires
2 clicks from landing page to check out.
Also we have many exclusive features that our competitors do not offer.
