Concept / Strategy
User Research
Prototyping
Visual / UX

Complete redesign of wework.com’s core conversion flow with the integrating of a digital commerce flow that allows for the end-to-end purchases of workspace online.

Since wework.com’s inception in 2010, online users interested in purchasing space were directed towards booking an in-person tour. Only after touring were prospects able to sign a lease and become a member.

This multi-step process spanning various digital and physical touch points led to unnecessarily long sales cycles and lost opportunities; the inability to transact directly online created a high barrier of entry.

Change, however, was difficult. The old website flow that was in place for 9 years became the basis upon which the site IA and back-end infrastructure were built upon in addition to the supporting sales, operations, legal, and community processes for the 800+ WeWork location worldwide.

Outside of organizational constraints, selling physical space online was a feat that had never been successfully achieved in real estate before.

The Growth team set out to tackle this challenge.

RESEARCH:

Sales team shadow and interviews
Can we find anecdotal evidence through the observation of existing sales processes?

I spent 2 days immersed with our sales team interviewing and shadowing associates from the New Member Development (NMD) team. NMD is the first human touchpoint in the sales journey responsible for re-directing and converting potential members.

Learnings
The team provided anecdotal evidence of remote purchasing and identified 6 key indicators of a ready-to-buy prospect:

1. Super familiar

2. Urgent timeline

3. Remote search

4. No time to tour

5. No need to tour

6. Interest in a new market / building

VALIDAtioN:

“Ready-To-Buy” Experiment
Can we capture quantitative data within the existing ecosystem of the website?

Over the course of 1.5 sprints, I worked with my team of one product manager, two engineers, and one data scientist to design and ship an experiment that is low disruption and high impact to start gathering learnings.

Learnings
In verifying that consumers are willing to purchase remotely, we observed three insights:

1. High interest in reserving workspace - we observed +8% CTR for “Reserve workspace”as compared to “Book a tour.” The high volume of calls scheduled exceeded expectations.

2. Opportunity to target low TCV deals - majority of the remote purchases were for smaller (1-10 Person) workspaces.

3. People are willing to buy remotely - we validated that users are in fact willing and eager to transact on workspace remotely.

Vision:

Site UX Redesign

Keeping the large categories of Discovery, Explore, Select and Convert consistent, we reimagined a flow where inventory is prioritized and its conversion is streamlined in a straightforward flow. Supporting pages would act as both top-of-funnel captures and supplementary resources to support the core conversion.

Existing:

Proposed:

Explore

The results page allows for a quick browsing through the available inventory, organized by specific WeWork locations. Users with more specified needs can utilize the filtering tool to further narrow down their options.

Select

Each option is highlighted through both specific details around the workspace (features, size, relative floor plan) in addition to information about the WeWork that houses it (neighborhood, building images, amenities).

Convert

Once a user decides on their workspace, they proceed through the checkout process, selecting membership terms, inputting the account information, payment details, and finally checkout!