WEBSITE RE-IMAGINE
Inspire 9 is looking to redesign their website to achieve more conversion through their website.
Timeline: 2.5 weeks
Role: User Interview and research, Affinity mapping, Competitive analysis, User journey story, Building persona, Ideation, Wireframing and Hi - Fi prototyping.
Team:
Elle Watson
Josephine Sutji
Paul Jurblum
Background
Inspire 9 is the original community-led coworking space for Melbourne’s startups, freelancers and creatives. They also have a huge community and keen to position themselves not only as co-working space but a community that helps each other to grow. Their current model of residency is by using a variety of membership level. They are casual, part time and full time. They have a very active community engagement, runs events and runs tours of the space to convert new users.
The objective:
Create clean user flows that draw people to our key calls to action: requesting a tour, a free trial, or hiring one of our space/rooms
Showcasing our product offerings and encouraging people to attend our events
Discovery
2 Rounds of Interview - Stakeholder and Users
Interview conducted at Inspire 9 Richmond. Participants were a mix of current members and stakeholder. From Part-time, Casual and Full time. As part of this first stage, brand deck exercise came in place. I strongly believe that brand deck would help our team to get a sense of what people think of Inspire 9 and it was for our content strategy exercise. These are translated into the new design for the website. Welcoming, Laid back, vibrant, organic energy.
Findings:
Traffic to the website is coming from the user after hearing about inspire 9 from events (word of mouth).
Strong community feels but there is no evidence of it on the current website.
Most residents only use the website to book a tour but not for other information and never visited the website again after that.
Survey
Other methods we use were to run Survey. It was targeted to reach more users - potential customers.
Findings:
When looking for a working space people tend to look for: location, facilities, price.
Our survey also validated that users are looking for a purposeful community, not just a working space.
Usability Testing of current website
This is an interesting part of the discovery. Apart from the below findings, there were also some suggestions that came up from the session.
Findings:
Hard to find the pricing, plan and location
Can’t find contact details
Would be good to have email confirmation after book a tour request being submitted
Users noticed inconsistency throughout the website. Eg: some has email some just a button to email.“Where is the evidence of a sense of community on the website?”
“Where is the evidence of a sense of community on the website?”
Pain points & Opportunities
Lack of insight put into build
Too Richmond focused
Broken content
The need to include blog
Doesn’t reflect us
Backlinking
Want to increase organic traffic
Outdated links
Comparative analysis
Inspire 9 did a lot of comparative analysis and know their competitor well. What we tried and do with this existing data were to use it from the website point of view. I did a comparative visual and structure of each main competitor website. The purpose is to learn what we can use to improve Inspire 9 website.
Business Goals
To align our design, we worked on Venn diagram to further identified Inspire 9 business goal.
User Story and Persona
Ash. He’s 32, and just getting started with his freelance project in digital marketing. He works part time as an in-house digital designer for an insurance company and he’d love nothing more than to be able to resign from that job and support himself. He’s been working from home until now but he’d prefer to work around other like-minded people for inspiration and collaboration (and to help with his procrastination!). He’s looking for a co-working space where he can access resources to help grow his business and have a bit of fun along the way.
Meet Jamie, she’s 42, and has over 20 years experience as an HR/Finance professional. She was made redundant last year and is eager to start her own business as a career coach for women. She’s still in the ideas phase and is trying to establish whether there is enough demand to go ahead. She’s heard about Inspire9 events and thinks they sound like a great way to make connections that might help her bring her idea to life. As a side gig, Jamie also does motivational speaking for women and she likes the idea to partner up with inspire9 to do some talk in the future.
This brings us to our focusing question and framing statement
“How can we use the website to attract potential members to join the Inspire9 co-working community?”
“By creating a welcoming and inspiring website experience that reflects the community approach of Inspire9 and invites visitors to join”
User flow
The number of steps to get to one point is significantly a lot. So many clicks needed but eventually ended up at the same email address. This process highlighted that current flows were confusing, counter-intuitive and sometimes lead to a dead end. In creating your new website, we have used this information to ensure that the content and calls to action are clearly laid out and inviting to your site visitors.
Green: Relates the current flow on how user accessing the events page. Event page is quite heavy with information about how to hold an event (targeted towards internal community instead of potential customer)
Blue: Flow on how user could go about looking for call to action & book a tour. The page has 3 different buttons which eventually lead to the same form (loop)
Yellow: To see the location, pricing, inquiry. At the end it will lead to the same email, no matter what residency plan chosen. Some information overlap between location and different pricing plans. So many clicks needed which eventually lead to the same email
Proposed user flow
Green: Events. Since we want to focus the website on attracting new customers, events page will just focus on next and upcoming events. The information about booking inquiry will be moved to Tribe on separate link.
Blue: Call to action & book a tour. It is now a global element which will be shown on every page. When it’s clicked, it will link to a form
Yellow: Location, pricing, inquiry. Before the potential customer is able to see the pricing and features, they need to choose the location to prevent overlaps of information. There will only be one button underneath all the pricing plans and it will lead to the same form with “Come and Get Us”
Ideation, WireframE & Prototyping
From sketches to testing. Decided to conduct testing on users using paper prototyping. Then we did our wire framing and conducted a few user tests and iteration to the stage that we are happy with. There were a lot consideration for content strategy and copywriting.
At this time, we also tested the language of “member” versus “resident” to determine which of those created a stronger sense of belonging among users. The result was unanimous for “member”, with participants stating that they were more attracted to the concept of becoming a member of a community when compared to the idea of being a resident at a location. As a result, we have used the term “member” throughout our solution and we recommend that this is consistently applied across all of your assets .
HIGH FIDELITY Prototyping
Hi Fidelity prototype for our client - presented this and it was a well received. Click on the image to walk through this prototype.
Recommendations & Next Steps
Testimonial videos
Incorporate existing testimonial video to your website or put them up on youtube channel and direct user from your website through social media function.
Mentions
Incorporate a live feed of Twitter/IG/FB mentions. This could be used on the events page to display user photos and comments from Inspire9 events.
Further research and events
We focused our solution on user s interested in attending events , however next steps would be to include information to attract users wishing to hire the event spaces and partner with Insipire 9 to hold events. The website has been designed to incorporate this focus once further research has been completed to establish the user needs in this area.
Limitations
Lacking access to potential user to test.
Interest on people - insights on what kind of events they would like to attend.
Lacking insights from Inspire 9 partners - to run events.