BIRDNEST
Redesigning the web experience for a local coworking start-up.
The client
Birdnest is a San Francisco-based start-up that transforms hip restaurants closed during the day into coworking spaces. It was recently admitted to the Alchemist Accelerator and won the 2017 Founders Space Pitch Competition.
Objectives
During the client kickoff meeting, the team distilled the following project goals from the client:
Phase 1 - Identify the target audience and needs.
Phase 2 - Identify Birdnest's brand positioning.
Phase 3 - Redesign a home page that leverages target audience needs and brand positioning to increase membership conversion.
My roles
UX Designer - My greatest contribution was refining user and client needs into actionable items. I also took ownership in producing a 17-page research report, synthesizing user values in affinity maps and strategy matrices, and designing the high-fidelity mockup.
Project Manager - My duty as PM of a team of 3 involved setting the project schedule, time-boxing exercises, delegating tasks, check-in correspondence with client, and quality control for all client-facing deliverables.
Problem
Target users of freelancers and bootstrap start-ups need a collaborative, coworking community to increase their networking opportunities for potential clients and support systems. Users also gain motivation working next to people who have similar professional goals.
How might we highlight this unique value proposition that is highly valued by users and not yet emphasized by the competition?
Solution
By tailoring our redesign of Birdnest’s website towards emphasizing a collaborative, coworking community, we are better able to demonstrate added value to the Birdnest membership and alignment with user needs.
We know this to be successful when Birdnest has a higher retention rate of current members and an increased conversion rate of new members.