Increase conversion
A booking process that encourages repeat bookings and supports membership upgrades.
WeWork
Concept for a new booking process designed to improve repeat bookings and membership conversion.
Overview
WeWork runs coworking spaces worldwide. This concept redesigns the booking process around one bet, the most valuable user is the one booking for the second time, and the flow should be built for them. Faster repeat bookings, and membership offered at the moment it starts making financial sense.
Goals
Reduce reservation time
Make the route from intent to booking shorter and easier to complete.
Stay aligned with WeWork
Improve usability without breaking what the brand promises about the service.
The bet, design for the second visit
Booking flows in this category optimize the first purchase, big search, filters, discovery. I considered the same route and dropped it. The goals were repeat bookings and membership conversion, and both belong to people who already know where and how they work. So the flow leads with their context, recent locations, usual times, quick rebooking. The cost is a denser first screen for newcomers, and I accepted it. A newcomer walks the full path once. A regular walks the short one every week.
What research kept repeating
The app was originally built to be a social network for WeWork members. Research said members used it as a tool, reserve a conference room, register a guest, find out what's happening in the building. They wanted the booking part simpler, not more social. That finding is what licensed the bet above, if the app is a tool, it should be fastest for the people who use it weekly.
One question, asked once
Rebuilding the flow structure meant hunting redundancy. The old path asked users about their office needs twice in different words; the new flow asks once and carries the answer through. The diagram below is the whole booking logic, every screen earns its place or gets folded into another.
Membership at the moment of proof
Upgrade prompts usually interrupt. Here the membership offer appears when the user's own behavior makes the case, book often enough, and the flow shows what the same pattern costs on a higher tier. Arithmetic instead of advertising.
Outcome
This is a concept, so the honest outcome is a hypothesis to test, shorter time from intent to booking for returning users, and membership upgrades argued with the user's own data. Both are measurable from day one.
