CoworkLife

Mobile-first listings website | August 2017 - August 2018

Role

Co-founder and UX Designer responsible for user research, product strategy, motion prototyping, IxD, VxD, user testing, information architecture, and WordPress.

Team

Designer (1), Co-founders (2), Developer (1), Marketing Agency (1)

The problem

People had a hard time searching for a coworking space that matched their personal and professional needs because there wasn’t enough information online. They had to try between 2 to 4 different offices before finding the perfect match.

Solution

I designed a mobile-first listings website and categorized coworking spaces into profession and lifestyle categories to boost people’s productivity and help them connect to other professionals and projects related to their fields.

Outcome

Our MVP got accepted to Spark Up, a well-known business incubator at one of the most prestigious universities in Mexico. We received funding to define a business plan and launch our product into the market.

After 6 months of sales and marketing efforts, we didn’t see any positive results. We held focus groups with coworking owners and customers and realized that the issue was not getting new customers, but poor management of their business. The business model pivoted to an ERP for coworking admins and was sold to a local software development company.

How did we get there?

I began by interviewing coworking owners and customers to understand pain points and business opportunities.

Background

Objective
Help people find a coworking space that matches their needs with a simple online search.
Constraints
I was the only designer, so I rarely got any feedback or pushback on my design decisions.

Research

The market in Mexico was rising, but it was still a new concept and there weren’t many websites with options to choose from.

Percentage of companies that predicted that most of their employees wouldn't be confined to an office by 2021

68%

Amount of coworking spaces in Mexico by 2017

74, compared to 20 in 2015

Amount of coworking spaces worldwide in 2015

7,800

Competitive analysis

Our biggest competitor had less than 3 months in Mexico with very few registered spaces, so we thought of it as an opportunity.

Coworker's freemium business model.

Coworker's owner registration.

User insights

I visited several coworking spaces in Guadalajara and led 20+ hours of user interviews, workshops, and focus groups.

I had to try 3 or 4 different coworking spaces until I found one I loved.

Understanding our users

After my initial research, I found 2 types of potential users that had similar pain points and needs.

Young entrepreneurs

21 - 25 years old

Pains / needs
Goal

Young entrepreneurs need to find coworking spaces according to their budget in order to connect with other entrepreneurs and grow their professional circle.

Freelance professionals

25 - 35 years old

Pains / needs
Goal

Freelance professionals need to find a coworking space they can relate to in order to boost their productivity and connect with people and projects related to their fields.

Ideation

I was able to understand which were the moments that could cause friction to the user and suggest a possible solution.

Flowchart

I defined the IA and navigation, as well as the screens that had to be designed.

Sketching

Since both users were strong mobile users, I decided to design a mobile-first listings website as our MVP.

Design process

I designed low-fidelity wireframes for the key screens to set the look and feel for the rest of the website.
I designed a click-through prototype to iterate with users at an early stage.

User testing

After testing with potential users, some screens had to be redesigned.

Listings on the Homepage

1st iteration

Listings on the Homepage

2nd iteration

Search results page

1st iteration

Search results page

2nd iteration

Visual design

Text styles and colors were defined with accessibility in mind.

Information architecture and visual hierarchy

The listing cards were one of the most important elements, so it was important to show the information as clear as possible.

Final design

Search by

Filter by

Learn

Engage

Motion interactions

Useful to communicate motion interactions to the rest of the team.

Homepage

Search results page

Detail page

Conclusion

Current situation
After negative results, we sold our MVP and client base to a local software company, which is working on an ERP for coworking space owners.
Learnings

A pivot doesn’t mean failure. Our lean startup and UX approach helped us identify the real problem before investing hundreds of thousands of pesos.

What would I do differently?

I should’ve spent more time with coworking space owners, trying to understand why some of them were closing instead of jumping to conclusions.

Success
Although our business didn’t thrive as we expected, we are very proud of how things turned out and the incredible people we met along the way.