Sook spaces - Fully flexible, digitally-powered pop-up spaces.

Sook spaces offers fully flexible short-term commercial rental spaces, powered by a digital-first experience that aims to disrupt the market. After an initial competitor analysis, we were clear on the potential for Sook to own the space by leveraging technology, user experience and marketing.

MY ROLE

Responsible for research, conceptualisation, design, user testing and delivery.

THE TEAM

1 designer, 1 product manager, 1 CPO and 4 engineers.

TIMELINE

6 months.

The redesigned and optimized e-commerce website yielded significant improvements in four key areas: conversion, usability, performance and brand awareness/perception.

Their site was originally designed for small businesses. Hence the experience started breaking when scaled to handle large volumes and complex workflows across different industries and business needs. How might we empower Sook employees to provide exceptional customer service, while making it simple, delightful and uncomplicated for end users to navigate through.

The initial website faced several challenges, including a high bounce rate, low conversion rates, and a lack of intuitive user experience. The company's primary goals were to:

The website needed to convert visitors into renters, increasing the number of bookings made.

To understand the existing user experience, we talked to internal stakeholders, did a UX audit of the existing website, conducted user interviews, and completed competitor research.

With a growing number of users accessing the website via mobile devices, it was crucial to ensure a seamless experience across different screen sizes.

Sales and customer service teams relied on time-consuming manual processes prompting human mistakes and being too far from their "digital-first" vision.

We kicked off the process with a comprehensive round of stakeholder interviews to quickly become experts in their industry and understand what success would look like for the business. To understand the existing user experience, we talked to internal stakeholders, did a UX audit of the existing website, conducted user interviews, and completed competitor research.

With all the research completed, as a team we began ideating, doing quick hand-drawn sketches. These were developed into high-fidelity screens and prototypes. I worked in parallel with the engineers, ensuring all designs were feasible and user-centric.

With the flows built, we gathered feedback from existing customers, aiming to optimise the design.

The experience review also helped us define our focus areas for the redesign.

Several user flows and experiences in the existing product scored very low as per our benchmarking.

Time spent on task (measured during our testing phase and historically from GA) was unsatisfactorily high, users weren't clear on the basics, or the process.

Clean out the clutter, and help users easily complete their tasks.

Focusing on user jobs and workflows rather than silos of information.

Bookings should seamlessly adapt to variable levels of business/industry complexity.

Each highlight captures an aspect of the new Sook experience. It calls out which design goal it adheres to, what user scenario or problem its solving and what the solution is.