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
User Flow
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.
Objectives
The project kicked off with a crucial two-stage approach. In the first stage, I was entrusted with another UX designer to quickly assess the existing design. Our goal was to identify immediate pain points and develop a concept sample design that we could present to the WeWork team. The second phase involved improving the booking flow, and finally creating device agnostic design for the product.
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 the mockup together won us a one-month redesign sprint.
the solution
New booking workflow
The redesign cut booking from eight steps to four, and all three services now run through the same flow.
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.
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.
the process
Detailed Funnel Analysis by Service Type
The sprint started with research, and it shaped every decision above. Split by service, the data 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 users left at the same four points: landing, listing, space details and billing.
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.
WHERE MOBILE USERS DROPPED OFF
On-Demand landing page
Workspace listing page
Workspace details page
Add billing details
45–85%
of users left at each of these steps
Competitor Analysis
Each competitor did one thing better than WeWork.
MYHQ
Filters inside the listing page cut the time to purchase.
WORKFLO
Clean, minimal pages that load fast on mobile.
REGUS
Filters and sorting up front, with details ordered by what users care about.
WeWork
MyHQ
Workflo
Regus
COMPANY
TARGET MARKET
Working professionals, 21–60
Working professionals, 21–60
Young professionals, 18–28
Men and women, 18–50
STRENGTHS
Many space types
Built-in checkout
Clean design
Many space types
Clean design
Filters and sorting
Well-designed offering page
Tags for nearby transit
Clean, responsive listings
Filters and sorting
No forced login
WEAKNESSES
Long booking flow
Forced login
Broken flow links
No seamless checkout
No image tags
No seamless checkout
Fewer properties
Every link opens a new page
Clunky checkout
Most spaces can’t be booked online
FEATURES
ON-DEMAND SPACES
FILTERS AND SORTING
PERSONALISED TAGS
CLEAN LISTINGS PAGE
BUILT-IN CHECKOUT
Social Media
The confusion started before people reached the site.
UNCLEAR OFFERINGS
Ads never named day passes, bundles or conference rooms.
VAGUE MESSAGING
Posts leaned on “inspiring” and “collaborative” and skipped the details.
MIXED AUDIENCES
YouTube ads spoke to freelancers and enterprise teams at once.
Who We Tested With
Before testing anything, we needed to know who to test with. WeWork’s client data showed who was actually booking.
WORK EMAIL
62%
booked with a company address, so most clients ran or worked for incorporated businesses.
ROLES
1:1
managers to individual contributors, almost exactly even.
We turned this into four personas and used them to pick participants for the usability test.
FREELANCER
Books spaces while commuting.
STARTUP FOUNDER
Needs meeting rooms that impress clients.
TEAM LEAD
Coordinates bookings for the whole group.
DIGITAL NOMAD
Chooses by location and amenities.
System Usability Scale Testing
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 and inside the “marginal” range.
Booking Flow Analysis Deep Dive
Users had to choose a service, a city and a location before seeing a single space. “How it works” and “Call us” both led out of the flow with no way back. Group bookings asked for each team member’s details instead of a seat count, and conference rooms showed time slots only after a room was picked.
