Hotdesk Website Redesign
Client
Hotdesk Website Redesign
Year
UX research · Product Design · Iterative Design
Scope of Work
I was tasked with revamping the website design end-to-end, handling everything from planning to execution.
Location
New York
Flexible workspace solutions, simplified: Hotdesk, a platform that offers three main products, Hotdesk marketplace (App), Hotdesk OS (flexible office management SaaS), and Hotdesk One (Enterprise hybrid work management SaaS).
However, these products are currently struggling to meet their revenue targets due to various issues. Specifically, the campaign creation flow is overly complex, leading to confusion among users who are having trouble differentiating between the three products.
Heuristics review
Before modifying the existing design and digging into visuals and direction, we have decided to identify what’s working and what’s not from an interaction and usability standpoint through a heuristics review.
A review of the current experience and architecture based on 10 principles of interaction and user experience design.
· Using the same components for different actions
· Inconsistency between shapes, shadows, and colors
· Lack of education about products in the landing page
· Lack of call-to-action buttons on the landing page
Selected UX/UI Improvements
Selected UX/UI Improvements
Here are some design approaches that served as the foundation for the whole system redesign.
1. Total transformation of the architecture, adding new features and content refresh
2. Focusing on the product offerings
3. Improve website’s traffic and conversions
4. Apply new brand identity
Results
Significant improvement to the core of our business, leading to a massive 648 app downloads through the new website in March 2023
Results
Within a three weeks since the launch of the new website and the new brand, the number of app downloads through the website increased and the CVR % to installs increased to 17.3 %.