The Wing

Product Vision and Roadmap
Product Revamp
Product UX-UI Design

Creating value through a new member onboarding experience

Digital strategy and implementation for a women-focused, co-working space, collective and club with offices in New York City, Washington, D.C., San Francisco, Chicago, Los Angeles, and Boston.


The Challenge

The coworking space needed to evolve its core values and business goals to generate inclusive membership growth as online and in-person spaces gradually reopened from the Covid-19 pandemic. Especially during a time of uncertainty, the reactivation and new onboarding experience needed to take care of existing members while attracting new members in a beautiful and delightful way.


The Solution

We collaborated with the management, marketing, and technical teams to design a solution to reinvigorate and grow the community by improving the online user experience. We designed an end-to-end customer journey plan, showcasing the space’s unique environment and creating a user friendly sign up process. 


Our Approach

We worked with our client on:

  • Discovery and documentation of the existing website, applications and company tools
  • Determining the highest value elements of the onboarding process that align with new company goals and values
  • Stakeholder alignment on the company’s  mission vision and values and user personas 
  • Onboarding flows and design options to best attract new members
  • UI and UX onboarding design to improve user experience and engagement

The results

We helped our client:

  • Launch a beautiful new member onboarding process for membership sign-ups, enabling the opening and reopening of five locations in a post-pandemic environment, each accounting for local and state health-regulations
  • Prescribe an end-to-end customer journey structure and plan for building favorable website elements to best attract new members
  • Provide a detailed technical assessment of all company applications with recommendations on how to reduce technical debt
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