Transforming WeWork.com into an ecommerce platform enabling self-serve office bookings online, and on WeWork's media ecosystem including a press portal, blog, and configurable landing pages to empower the marketing team to drive awareness and generate leads.
Marketing and News Redesign
wework.com eCommerce and Checkout Experience
In collaboration with our marketing team, we launched three platforms for our media, press and marketing initiatives: our press portal, our blog and a page generating tool to allow our partners to independently push content to our website.
Design and marketing collaborated with each other’s needs and constraints in mind.
With the users needs in mind, while implementing our design system, we created three platforms that allow the marketing team to upload content for users to subscribe to, read, or contact us through:
Ideas by WeWork: our blog, used for creating content to show thought leadership, case studies, generate leads, and improve SEO traffic.
Newsroom: our press portal.
Landing Page Tool: An easy to use, self-service page generator in our Wordpress Instance. This page generator allows marketing team members to create Promotional campaign pages, awareness pages, special event pages.
Implementing our design system, we were able to create a content-focused designs and elements to the site that were proprietary to the purpose of these pages.
We needed to help our users interested in a given WeWork location (building) get information and services based on their needs. The following initiatives focused on capturing leads through high quality locations-centered efforts.
We set out to improve these three locations-based areas to improve the quality and quantity of our leads:
The goal of the Building Page is to inform users of our offerings and help capture leads to close on deals on buildings they are interested in.
Our goal was to help our sales team be as efficient as possible by sending high quality leads to our member development team, and high quality leads to the buildings for in-person tours when appropriate.
The Building Page is where we merchandise and sell each unique WeWork space. It’s the most trafficked page on the site and generates the most leads by volume (~70%). We implemented our new design system and improved the hierarchy of information on our Building Pages as well.
We reduced friction in the book-a-tour form by reducing the number of steps required to submit a tour request.
Now, with more of a focus on lead quality (i.e. larger companies), we want to improve the conversion experience to drive higher quality leads while not damaging overall lead volume.
We created the new all locations page to show the breadth of WeWork’s reach, while making it easy for users to see if WeWork is in their market and learn more about our product.
This page features an interactive global map (a completely new feature for WeWork.com) where users can see all 836+ of our buildings in one place, this reinforces our brand as a global presence and builds trust on our website.
We also used this opportunity to capture leads that may be interested in using WeWork services outside of their region for enterprise services.
By adding links to markets directly in the collapsible footer, we were able to reduce click-depth to our market pages, improved the discoverability of our locations keywords and pages – making them more crawlable by search engines. In my opinion this was not the most elegant solution, but the most effective.
Before launching online conversion had not seen a significant uptick in 2019. – which meant starting expanding our offerings online.
After launching a pilot in the New York market, our goal was to close 50 deals through the website by end of year. We successfully closed 35 deals on the website between late September and mid-October of 2019.
For prospective members who are ready to buy and/or would prefer not to come onsite to visit, we needed a way for users to simply find an available office on WeWork.com and checkout online. We transformed our approach from a brochure of our memberships and evolved WeWork.com into a self-serve e-commerce site with physical space and memberships that could be booked instantly.
Our existing sales process was complicated, slow, and costly.
Before the redesign, prospective members were:
The largest challenge to overcome was building trust in a product – potential new members would need to make a buying decision with several friction points:
WeWork’s meteoric rise and huge availability of desk space allowed for us to make the change quickly with a team of engineers to provide a tailored experience based on the type of product the user is looking for from small, medium, large and enterprise level businesses looking for space to work.
We built an experience that was not only satisfying real customer transactional needs, but also funneling our audiences down the correct path based on their workspace expectations.
Our team worked embedded with engineers and product managers in sprint cycles to build the checkout experience iteratively and roll out short term features while keeping long term goals in mind.
We distilled the checkout journey into three areas for better buying experience online: Search, Select Workspace, and Checkout
As we transformed our site into an eCommerce experience, our offerings required product listing pages that were clear to understand, including amenities, descriptions, and ways to get in touch or start booking. Products include WeWork buildings and membership types.
We created a low-friction experience that allows users to create an account, provide payment method, and checkout.