Client: IWG Instant Offices.
IWG is a global leader in providing flexible workspace solutions. Formerly known as Regus plc, IWG rebranded to reflect its diversified portfolio of brands catering to various workplace needs. The company operates in over 120 countries and offers a range of workspace options, including serviced offices, coworking spaces, virtual offices, and meeting rooms.
Worka is IWG’s new Airbnb-esque platform for employees, businesses and flex-operators to access, promote and provide flexible workspace across the globe.
The Brief
To take the existing Instant Offices partner portal and enable operators to add their properties and office spaces so that existing and new customers can instantly book workspace. The new platform will be rebranded into Worka while incorporating existing users data and inventory will be retained on the pre-existing office space sites such as Regus, Instant Offices, Cowork amongst others.
The Challenge
Instant Offices, have approximately 20,000 existing operators that are utilising the Instant Offices platform. The challenge is to drive existing users allow their inventory to exist on the new Worka Platform. They need to agree to the new terms and conditions as well as provide their account details to Stripe. Many existing users are profiting perfectly adequately so it’s important to make it clear to them that by signing up to Worka they will be increasing their revenue and expanding their global reach by becoming part of the bigger IWG family.
From this..to that
As you can see in the below screenshots, the pre-existing partner site is visually unappealing and the UX is clunky, impractical and was causing a huge amount of friction and drop out.
Redesigning the journey
We needed to make it clear to existing operators that despite the whole platform being renamed and rebranded their existing inventory had been transferred seamlessly to Worka. So, we set about reworking the Sign in/Sign up screens so we could make this clear to existing users whilst not putting off new users who may have been reticent to sign up to a legacy product. After many iterations we decided on simple sign in and sign up screens with value prop on the right hand side which would clearly identify what new users were getting and what new benefits existing users would be getting with the new platform. This was to be bolstered by marketing emails online and out of home advertising campaigns prpmoting the new SAAS product.
What we did
The existing CMS was difficult to navigate and didn’t reflect the sheer scale of reach and revenue potential that being part of the IWG family provides. The new operator portal needed to align with the values and ambitions of the network so we needed to absorb the qualitative and quantitative data provided from the research team as well as conduct our own surveys, one to one interviews and do some A/B testing to establish which route worked best for our existing users and potential new users.