YEAR
(2023)
SUMMER
TIMELINE
(4 weeks)
Wk 1
Wk 2
Wk 3
Wk 4
ROLE
(ux intern)
Design Brewery, for WeWork India
TEAM
NT
+4
(team of 5)
Designers and researchers
KEYWORDS
UX AUDIT
FUNNEL ANALYSIS
HEURISTIC ANALYSIS
UI REDESIGN
TL;DR
For my first end-to-end project at Design Brewery, our team tackled a critical issue for WeWork India’s On-Demand service, their pay-as-you-go model for booking desks and meeting rooms. Despite 92% of traffic being mobile, conversions were a dismal 0.7%.
Our UX audit revealed a confusing booking flow with a major bottleneck in conference room reservations, and that their most profitable offering i.e. Day Pass Bundles was nearly invisible. Our solution was a complete, mobile-first redesign. We unified the three separate booking journeys into a single, intuitive 4-step flow (down from 8) and built in a strategic nudge to upsell users to the more profitable Bundles.
This redesign was a key driver in a 197% increase in On-Demand revenue, establishing it as WeWork's primary engine for growth in the following fiscal year.
My Role
1
(owned)
The sample solution that won the sprint, the competitor analysis and the social media audit.
2
(co-owned)
The new booking flow, worked out with another designer.
3
(designed)
Landing, listing, conference booking and confirmation screens, plus help on the rest.
4
(supported)
The analytics and industry benchmarks, and the heuristic evaluation.
the problem
A Puzzling Drop-off
Desktop held up at industry standard, but it carried only 8% of traffic. On mobile, the eight-step funnel lost people at the very first step: 14.81% moved on, against an industry norm of 61.69%.
Heuristic Evaluation Findings
The banner filled most of the first screen and pushed every action below the fold. The search button said “Book Workspace” before anyone had seen a space. On the listing page, the first fold held text and icons but nothing to tap.
The Pitch
The banner shrank, geolocation pre-selected the city, the three services became sticky tabs and workspace cards got image sliders. The audit and my mockup together won us a one-month redesign sprint.
the solution
New booking workflow
Another designer and I worked out a new flow that cut booking from eight steps to four, with all three services running through the same steps.
STEP 1
(location detected)
Nearby spaces load first. Users can still change the city.
STEP 2
(Browse spaces)
Image previews and key details on every card.
STEP 3
(Dates and seats)
Suggestions based on what is actually available.
STEP 4
(Pay)
A short checkout with saved preferences.
On-demand Landing Page
Explains the service to new users and gives a quick look at nearby locations.
Workspace Listing Page
All three services share one page and one booking flow. Users see their nearest or last booked location first.
Workspace Details Page
Day passes, bundles and conference rooms all book from one page. Pick more than three day passes and the page suggests a bundle, which comes with flexible dates.
Conference Room Booking
Users used to pick a day, duration and cabin before finding out if a slot was free. Now they pick the day, duration and time, and see every cabin that fits.
Payment and Confirmation
Billing shows an editable summary instead of the payment gateway’s. KYC, sharing passes and adding coworkers moved to the confirmation page, so none of it blocks checkout.
the process
Where Exactly Were People Leaving?
The sprint started with the numbers. Split by service, they showed that Day Pass Bundles converted best and earned WeWork the most, yet almost nobody found them. Across all three services, 45 to 85% of mobile users left at the same four steps.
MOBILE SESSIONS AND BOOKINGS
(day pass)
0.9%
booked
699k sessions, 6.1k bookings
(day pass bundles)
38%
booked
3.7k sessions, 1.4k bookings
(conference rooms)
3.6%
booked
56k sessions, 2k bookings
Bar length is mobile sessions, drawn to scale.
THE THREE OFFERINGS
Day Pass
A desk at any WeWork location, for one day
Day Pass Bundles
5 or 10 day passes at 20% off, with no expiry
Conference Rooms
Meeting rooms booked by the hour
WHERE MOBILE USERS DROPPED OFF, AND WHERE WE FOCUSED
01
02
03
04
MAIN REDESIGN FOCUS
SMALLER TWEAKS
45–85%
of mobile users left at each of these four steps, across Day Pass, Bundles and Conference Rooms
Who Was Actually Booking?
Before testing, we needed to know who to test with. WeWork’s client data showed who was actually booking.
(profession)
Management
42.5%
Individual contributor
27.9%
CEO / founder
16.7%
Other roles
12.9%
(email)
Official
62.3%
Gmail
33.6%
Others
4.1%
We turned this into four personas: a freelancer booking spaces on the commute, a startup founder who needs meeting rooms that impress clients, a team lead coordinating bookings for the whole group, and a digital nomad choosing by location and amenities. We used them to pick participants for the usability test.
How Bad Was It?
We ran a System Usability Scale test with 10 users who matched the personas, at a nearby WeWork space. The site scored 55.25, well below the industry average of 68.
Why Did It Feel So Hard?
Group bookings asked for each team member’s details instead of a seat count. Conference rooms showed time slots only after a room was picked. “How it works” and “Call us” both led out of the flow with no way back. And the very first step asked users to choose between Day Pass, Bundles and Conference Rooms before they’d seen a single space.
What Did They Know Before They Arrived?
I audited WeWork’s social media to see how people heard about On-Demand before reaching the site. It explained very little, so the landing page would have to.
01
Unclear offerings
Ads never named day passes, bundles or conference rooms.
02
Vague messaging
Posts leaned on “inspiring” and “collaborative” and skipped the details.
03
Mixed audiences
YouTube ads spoke to freelancers and enterprise teams at once.
How Were Others Doing It?
I compared WeWork with three competitors, and each did one thing better.
MyHQ put filters inside the listing page, which cut the time to purchase and went straight into our redesign. Workflo kept pages clean and fast on mobile. Regus showed filters and sorting up front, with details ordered by what users care about.
What We Took Into the Redesign
Here’s how the research mapped onto the redesign.
WHAT WE FOUND
WHAT WE CHANGED
Users chose a service before seeing any space
Location is detected, spaces load first, and services became tabs on one page
Bundles converted best, but few people saw them
Bundles sit on the same page, with a nudge after three or more day passes
Ads never explained the offerings
A landing page with info cards and how-to videos
Competitors filtered inside the listing
Filters on the listing page
Conference rooms showed slots after the room
Pick the time first, then see every cabin that fits
Group bookings asked for each person’s details
A seat count up front, with coworker details after checkout
Results
On-Demand revenue grew 197% in FY 2023, from ₹81.9M to ₹243M, and became WeWork’s main growth driver that year. The next year it dipped as those users moved on to leasing fixed workspaces, which is exactly what On-Demand is meant to feed.
REVENUE GROWTH
197%
increase in On-Demand revenue in FY 2023
ON-DEMAND REVENUE
(fy 2022)
₹81.9M
(fy 2023)
₹243M
Bars drawn to scale.
