Onboarding - WeWork On Demand
While working at WeWork, I worked on WeWork On Demand, an app that allowed users to book space on demand. This app became the core WeWork app. At the time, On Demand was in development as the company’s new app offering, and we needed a way for users of the older Core Communities app to be migrated to On Demand.
Project Details / Process
Project Goals:
For this project, I was tasked with designing a migration flow for users in a pre-existing membership type that we were planning on testing in a beta program within select New York locations to ensure our core app interactions tested well. The goal for this project was to migrate existing users of WeWork’s previous app to WeWork On Demand, onboard users to a new subscription plan from a Hot Desk membership in particular, and ensure they had the correct information to inform their sign up decision along the way.
Role:
Lead Designer, UX, Visual Design
Metrics Considered:
Conversions to WeWork On Demand subscription membership, drop off amount during the migration process.
Process:
I first iterated on user flows with my product and engineering managers before executing wireframes, visual designs, and animation. These flows also include email touchpoints which are shown, and a landing page that was included as part of this project.
Additionally, as part of this process, I worked with WeWork’s brand marketing teams on final copy and photography approvals.
In this phase of the On Demand app, I also facilitated user research sessions for our core app flows, including this project. The insights from these sessions informed our final designs.
Final Designs
During this time at WeWork, I was on a team that was tasked with the front-of-funnel design experience (similar to a growth squad) for WeWork On Demand. To complete designs for this project, I met with my cross functional team members including product and engineering, and had designs approved on our larger design team at WeWork that was focused on WeWork On Demand. I also worked with WeWork’s Brand team on this project to approve copy and photography selects for emails that were sent to users as part of their sign up process.
To finalize designs, I incorporated results from user research, and iterated on visual design including an animation that needed to appear on screen as there was potential of a the user’s migration taking a few seconds to port their previous information from WeWork’s previous app. As I was iterating, I saw these few seconds as an opportunity to use a playful loading animation as a surprise and delight moment, that would potentially decrease user drop off. For our final designs I provided visual design flows for iOS and e-mail designs to introduce On Demand and confirm sign up, animations and a spec for engineering.
Designs included:
iOS, e-mail designs for sign ups
