Onboarding - WeWork On Demand
While working at WeWork, I worked on the front-of-funnel experience of a new app that allowed users to book WeWork spaces outside of their traditional subscription model, called On Demand. For On Demand, I was tasked with designing a new user onboarding and sign up flows.
Project Details / Process
Project Goals:
I designed WeWork On Demand’s onboarding and user sign-up flows to introduce users to On Demand’s app experience and route new users into core app flows and direct new users to sign up, and existing users to log in flows. Our feature launch was timed with On Demand’s initial market rollout release. Our goals for this feature’s design were to:
Onboard users to WeWork On Demand and explain the app’s value proposition to encourage sign-up
Allow users to sign up for a WeWork On Demand account and accept payment details
Successfully allow users to log in to WeWork On Demand using account details from previous WeWork app accounts
Role:
Lead Designer, UX, Visual Design
Metrics Considered:
Task Completion - User Sign Up, Space / Desk Booking Conversions
Process:
For this project, I initially did market research and then created wireframe flows to explore different methods of onboarding and account sign-up. After sharing these different options with the team, it became clear that we needed to align the steps of our flows a little more closely, so I went ahead and did a few user flow options of how a user would get through sign-up, and if we would place subscription and payment in our onboarding experience, or if this would be delayed until after a user attempts to book their first WeWork space or room.
From this point, I aligned with the team that we should remove a subscription sign-up feature until a later release due to the complexity and lack of user data around subscription needs and that we should place payment at the time of room booking.
Final Designs
On my cross-functional squad, after we decided on a flow, I explored visual design options, the final option of which is included here. I also created an animation transition for our onboarding moment and prepared full visual design flows and edge cases for the team. The visual design for our app’s onboarding was intended to be playful, yet minimal and visually striking (like WeWork interiors!) and encourage users to ‘flow’ through our onboarding flows using a wave pattern, but remain true to the minimal look and feel of the On Demand app. Another consideration in visual design in final onboarding assets was making use of WeWork’s rich photography of its spaces and people - core to the brand - to help users understand WeWork’s spaces and offerings.
To finalize designs, I also incorporated a payment flow designed by team member Cody Butcher, who designed the flow for room booking using Stripe’s API kit.
Designs included:
iOS
