Introduction

WeWork, a global company offering flexible shared office spaces for entrepreneurs, startups, freelancers, and other professionals, faced a unique challenge. Their rapid expansion and acquisition of new commercial real estate properties were outpacing their ability to secure new tenants. To address this, WeWork sought the expertise of product design consultancy Philosophie to prototype a sales tool application. This tool aimed to streamline the sales process, enabling WeWork’s sales team to effectively communicate the advantages and amenities of being a WeWork tenant.

My Role and Responsibilities

As the Design Director at Philosophie, I led the design team in this ambitious project. My responsibilities included:

▪ Leading the user experience (UX) and user interface (UI) design direction.

▪ Overseeing the creation of high-fidelity wireframes and interactive prototypes.

▪ Collaborating with WeWork’s internal design and product teams to ensure brand consistency.

▪ Managing a team of three designers, a product manager, and an engineering resource.

▪ Facilitating user research and testing phases to gather feedback and refine the prototype.

Research

The Sales Pitch Evaluation: We began by evaluating the oral pitch and in-person walkthroughs that WeWork sales team members delivered to potential tenants. This assessment aimed to identify pain points and areas for improvement that could be addressed by the sales tool. We conducted interviews with sales team members at different levels of seniority to gain valuable insights into their workflow, communication styles, and the challenges they faced.

Key Findings

▪ Varied Pitch Styles: Sales team members had different levels of experience, personalities, and communication styles, resulting in unique pitch processes.

▪ Complexity and Length: Some team members struggled with the length and complexity of the pitch, making it difficult to remember all key points and benefits.

▪ Client Information: Sales team members often lacked sufficient information about potential clients before the pitch, hindering their ability to tailor the presentation to specific needs.

▪ Technology Integration: The use of existing technology and tools by the sales team was inconsistent, indicating potential integration points for the new sales tool.

Ideation and Design Process

Defining Navigation: Understanding the problem space and user needs, we developed a navigation schema for the sales tool application. Considering the application would typically be used in a conference room setting on a tablet or large touchscreen device, we prioritized accessibility standards and design best practices. The main navigation menu was strategically placed to ensure easy and intuitive navigation.

User Flow Development: Our next step was to envision a user flow that could adapt to the requirements of all sales team members, regardless of their personal pitch styles. We brainstormed critical features and assets that should be included in the application, focusing on creating an intuitive user experience. Interactive elements like videos and animations were considered to make the content more engaging.

Wireframing: After agreeing on the user flow and design direction, we created high-fidelity wireframes to provide a detailed representation of the application's interface. These wireframes showcased different features and functions, allowing us to visualize and refine the user experience. We also developed various design concepts and visual assets, such as typography, color, and iconography.

Incorporating WeWork Design: WeWork’s internal design and product teams provided substantial design guidelines and supporting media assets, including typography, color palette, photography, videos, and virtual walkthroughs of the physical space in both 3D and 2D formats. These high-quality assets informed our design decisions, ensuring consistency with the WeWork brand.

Testing and Validation

Diary Study: To validate our design, we distributed the prototype application to several sales team members and conducted a diary study. The project’s product owner, Chase, administered a series of questionnaires to gather incremental feedback on their experiences using the prototype. This feedback was crucial in refining the application and ensuring it met the sales team’s needs.

Final Design and Implementation

Rapid Prototype: Our design team worked efficiently to deliver a rapid prototype of the application in just under four months. Despite the relatively small team allocated to this project, we created a high-fidelity design that was visually appealing, user-friendly, and intuitive for the sales team members to use. The final prototype application was simplistic yet powerful, meeting the sales team’s needs and enhancing their ability to communicate WeWork’s benefits to potential clients.

Virtual Touring: The design team was tasked with creating a streamlined interface for navigating virtual assets, including 2D floorplans, 3D renders, and virtual walkthroughs produced by Archaeologic, a technology company later acquired by WeWork. We opted for a minimalistic approach, allowing the stunning render assets to take center stage while providing essential controls for navigation.

Search and Discovery: We designed a simple and intuitive search interface that prompts users to enter their preferred location. Leveraging design patterns from the main WeWork website, users could search for WeWork spaces based on geolocation and building type. A new map feature was introduced, helping users visualize their search results on a location-specific map, making it easier to find a suitable WeWork space.