BlankSpaces
Website redesign
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I was the senior product designer on a small team working on improving the website for BlankSpaces, a Los Angeles based coworking office space, with the goal of increasing conversion, and turning website visitors into coworkers.
BlankSpaces
Product Design, UI
Remote and Los Angeles, CA
Discover why users aren’t signing up for plans and improve the website accordingly
Challenge
Website visitors were confused by overly complicated pricing grids which made choosing the right membership difficult. How might I improve the experience of shopping for membership plans, improve Information Architecture, and strengthen the brand while keeping the existing logo?
Solution
Replacing complicated pricing grids with simplified membership plans. I focused on a new way of presenting membership plans, emphasizing the most popular plans and allowing clients to reach out to BlankSpaces directly to discuss niche membership plans.
Approach
Internal interviews indicated that the vast majority of phone calls ask for clarification on pricing. I also interviewed current members to find out what their experience was like when they signed up for BlankSpaces membership. Wireframes were created to test possible solutions.
Design
I simplified and cleaned up the existing design and created an asset library to match the sophisticated feel of the offices spaces. I opted for Proxima Nova as the typeface because of its readability and elegant look.
Outcomes
After testing and another round of interviews, feedback from reception indicated that phone inquiries about membership plans decreased by 60%. Analytics showed that user sign up increased by 14% with an additional reduction in bounce rate as well.
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