Anna E. Cook
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Office Evolution

Office Evolution provides private office spaces, coworking spaces, and conference rooms to small business owners and growing ventures across the country. In this project, I worked with my team at Alloy Magnetic, along with the team at Office Evolution to redesign their brand and website. My team and I worked on the new strategy, and user experience and I lead efforts in the visual redesign and UI to build on that strategy.

Office Evolution

Office Evolution

Office Evolution provides private office spaces, coworking spaces, and conference rooms to small business owners and growing ventures across the country. In this project, I worked with my team at Alloy Magnetic, along with the team at Office Evolution to redesign their brand and website. My team and I collaborated on the new strategy and user experience. I lead efforts in the visual redesign and UI to build on that strategy. This project took place over approximately six months in total.

I started this process off with a visual evaluation of the old brand and working directly with high-level stakeholders at Office Evolution to rebrand. I worked on this while working simultaneously on the strategy and wireframes.

Mood Boards

Mood Boards

The redesign process for Office Evolution began with mood boards. Mood boards are created to facilitate creative thinking with clients and stakeholders. I created four mood boards, each with a base in Office Evolution’s culture “Ohana” and Hawaiian culture: a celebration of culture, community, and growth. The stakeholders at Office Evolution found there were elements from each of these mood boards that were valuable and chose to combine certain aspects of each into one.

Style Tiles & Feature Review

Style Tiles & Feature Review

After discussing mood boards with Office Evolution’s team, I had a general sense of visual direction for their design. The mood boards were essential to getting a rough sense of visual direction, but style tiles help ground that inspiration in a real application.

Once a style tile was approved, I gathered examples of competitor websites in an activity called “this or that.” The purpose of this activity is to get an understanding of the broader visual elements that appeal to Office Evolution’s stakeholders.

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Strategy & UX

Strategy & UX

The lead designer and I worked together on the strategy and wireframes. First, we established the ideal user and customer with Office Evolution. With so many coworking spaces, Office Evolution needed to pick a specific demographic. This way, they would not be competing with others for all types of customers but could perform exceptionally well with that particular group. This group was mainly middle-aged small business owners and startup founders. There were a handful of goals when it came to the improved strategy:

• Give each location it’s own, unique page

• Show reviews and testimonials by location

• Implement SEO tactics to improve findability

• Include all of the product options and costs upfront to potential leads

• Make it easy for leads to reach out to a local office, or national directory either by contact form or phone

• Use the Google Maps API to help users find locations near them and see them on maps

• Align inbound marketing strategies under one approach, while giving each branch autonomy

After collaborating and receiving approval from our stakeholders at Office Evolution, I implemented the high fidelity mocks. All of the work in mood boards, style tiles, and feature review lead to the implementation. I presented these high-fidelity mocks to the Office Evolution team, iterated on them with feedback, then built out the design system. I also communicated the specifics of this system to our development team, discussing my ideas with them and scoping out the time/feasibility of each item.

One of the significant challenges my team faced in terms of user experience and interface design was ensuring we made the corporate (national) site distinct from their local website. I created a series of interactions, cues, and templates to help users understand where they are in the process of selecting an Office Evolution service, whether it was location-specific or provided nationwide. This involved providing opportunities to users to choose their location and clearly defining price structures depending on their interest. The goal was to provide a seamless journey from awareness to decision for all types of users.

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A Seamless Experience

A Seamless Experience

As with all of my designs, I ensured that the user experience and interface was adapted to different devices seamlessly. Whether users accessed the Office Evolution site from their desktop computer or their mobile device, their experience would be focused and exact.

Additionally, the new Office Evolution site was on the content management system product I had designed. This meant that all of their content was much easier to manage and maintain, giving each Office Evolution location the ability to make updates where they needed.

The result of our work was a site that was now ranking significantly higher in search engines, that a new and refreshed look, and was significantly easier to manage for the business.

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