TL;DR

Croissant is a booking platform that (at the time) only gave users on-demand access to coworking spaces in different cities.  The co-founders approached us to design a new "book ahead" feature that allows users to reserve seats at a coworking space in advance.

The challenge?  Users were already highly satisfied with the service—so the question was:

"How can we design this in such a way that it seamlessly integrates with the existing features, while also making it intuitive for onboarding new users?"
 

 

OVERVIEW

Croissant is a subscription-based service that provides on-demand access to a variety of coworking spaces in different cities.  The challenge was to create a feature that allows users to book spaces ahead of time.

ABOUT

Croissant is a booking platform that was founded in New York City in 2015.  They saw that there was a demand for spaces where people could work out of, and thus made it their mission "to make every day inspiring" by providing easy accessibility to beautiful shared workspaces to people everywhere.  Simply put—the New York Times has dubbed them "the Uber of rentable desk space."

TEAM CHALLENGE

Our main challenge was to design the new "book ahead" feature in such a way that it seamlessly integrated with the existing features, but to also give users a sense of security when it came to planning out future bookings and meetings. Users were already extremely satisfied with the service as it was, so we had to figure out how to add the new feature while making it intuitive for onboarding new users.

ROLE:  PRODUCT DESIGNER

Since we had a large team of 12, we split into 3 sub-teams: research, lo-fi, and hi-fi.  My main contribution was with the lo-fi team and taking on the responsibility of creating a brand style guide for Croissant, but I also ended up helping the hi-fi team finalize the deliverables by our deadline.

My primary contributions were:
    • Collaborating with a team of 5 in rapid ideation/wireframing of new iOS app booking feature
    • Creating lo-fi and hi-fi mockups to introduce new iOS app booking feature for Croissant users
    • Creating the brand style guide for Croissant's current branding

TIMELINE

7 weeks; November 2016 - January 2017

 

 
Tiffany was able to quickly adapt to our brand’s style to produce UX prototypes that our users could easily understand. Her eye for design was key in producing something we were happy with and that we could implement right away!
— DAVE IDELL, CO-FOUNDER & CEO AT CROISSANT | 500 STARTUPS
 

 
 

DESIGN PROCESS (INSERT VISUAL DIAGRAM INSTEAD)

  1. Research

  2. Synthesize

  3. Ideate

  4. Lo-fi

  5. Hi-fi

1. RESEARCH

ASSUMPTIONS

Before beginning any research or tests, some assumptions needed to be made in order to form the initial hypothesis. Our assumptions were that:

  • Users want to reserve a seat in advance when availability is low (want sense of security)
  • Users would be more inclined to bring guests if given the option to book in advance
  • Users currently love Croissant; they do not want the existing functionality to change

HYPOTHESIS

With these assumptions, our hypothesis was that creating a feature that allows users to reserve seats in advance without compromising the current experience of Croissant will:

  • add value for existing customers;
  • increase usage of guest hours;
  • and grow the number of referrals

USABILITY TESTING AND COMPETITIVE ANALYSIS

We conducted contextual interviews and usability studies with 5 new users and 4 existing users to determine expectations and booking behaviors. Questions and tasks probed into the following:

  • Why a user needed a coworking space, and why they chose Croissant
  • What a user would expect from a book-ahead feature
  • How a user would book a coworking space on Breather, one of Croissant's direct competitors
 

2. SYNTHESIZE

To find out what is currently out there when it comes to donating to a [compassionate] cause, we did some quick research on other popular crowdfunding & fundraising platforms:

 

3. IDEATE

Once we narrowed down which interactions and features we felt best suited both BHPCL's needs and the user's needs, we wanted to explore as many options as possible in a short amount of time.  With the given time constraints and scope of the project, I led a Lean UX design studio for a quick ideation session.

During this session, we made sure that we kept both BHPCL's and donors' needs in mind while sketching and iterating on UI ideations for both desktop and responsive mobile web.  We went through feedback for the sketches and went through this process several rounds until we finally converged on a set of UI sketches that we felt was intuitive and would improve the flow of information for the user.

 

4. LO-FI

After we wireframed with the selected UI sketches, we headed straight into hi-fi prototyping.
Below are the changes we proposed (and implemented!) for the case list card page and the individual case pages for desktop web.

5. HI-FI

With the given timeframe, leading a team of 3 other designers and 4 developers to solve & ship a problem was definitely a challenge. While there were moments where certain design concepts weren't implementable due to platform restrictions, it was highly rewarding when you're able to put your heads together to come up with alternate solutions that work just as great, if not better, than the original idea.

The best thing is we were able to deliver what we promised, and our client was happy with the end result.