Background and objectives
This personal project is an exercise aimed at developing my skills in UI design on Figma, applying a minimal UX methodology to meet user needs while considering the business side.
So I chose to design a website for a fictional coworking space, including a conversion-optimised home page/landing page and a booking flow.
Research and ideation
For my research phase, I first audited two competing websites:
| Cobalt coworking | Coolworking | |
|---|---|---|
| Strengths 💪 | Clear premium positioning Reassuring, clear and refined |
Promotion of services and packages Structured and optimised home page |
| Weaknesses 👎 | No true booking system Limited and unengaging CTAs Eco-responsibility not very visible in the graphic charter |
Booking process not very intuitive CTAs that are not visually well organised Too much text |
I then conducted a short user interview combined with online research to list common pain points:
- No confirmation message
- Booking flow too long and complicated
- Confusing and unreadable calendar
- Lack of visibility of prices on the home page/landing page
- Lack of information before booking (prices, timetables, security, etc.)
Based on all this data, I defined a persona and listed the opportunities or features that will help me stand out:
- Short and intuitive booking flow, with a confirmation message at the end
- Clear and prioritised CTAs
- Colour palette suited to the premium and eco-friendly theme
- Structured homepage with photos, reassurances and essential information
User journey
User flow & information architecture
Wireframes
I developed my digital wireframe into a prototype to have it tested by a few friends. Their feedback highlighted the need to have access to the contact form directly on the home page, as well as a breadcrumb trail in the booking flow to provide an overview of the steps involved. I took note so that I could apply this on the mockup.
Final design
I designed a home page and booking flow optimised for conversion and meeting user needs:
- Calendar picker: less cognitive friction (Nielsen Norman Group)
- Progress indicator: +70% completion rate (Edge Workspaces)
- Optional login: 19% fewer abandonments (Baymard Institute)
- Clear confirmation: reduces anxiety and builds loyalty (Baymard Institute)
- Responsive and accessible UI
Click to enlarge
Conclusion
📝 This exercise I set myself was 100% fictional, which means that the actual measurable impact on the business or usability is almost non-existent.
However, it enabled me to design part of a realistic website, based on the study of a real-life problem.
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