REGUS

Reimagining Regus key user journeys

Services:

UI Design

Year:

2022

Link:

regus.com

Project Summary

Project Overview

The Challenges

Design

The Results

PROJECT OVERVIEW
Regus is a globally renowned provider of flexible workspace solutions, catering to a diverse range of businesses and professionals.
I've joined as a UI designer to work next to other UX and UI designers, BA's and PM's. The development and QA teams have been outsourced.
BACKGROUND
The strategic objectives of the project has been to increase engagement on some of the core pages from the Regus website. The client had a lot of offerings in terms of products, customisation, locations, and features. It simply felt overwhelming for the first time user.
Part of the design process we had to user test some of the proposed designs using interactive prototypes and analytics. Through qualitative data and user testing the UX Research team has gathered enough data to validate our design decisions.
My task has been to redesign the Regus website homepage, products pages and location pages. I also had to use and contribute to the Regus design system.

The Challenges

THE CHALLENGES

Complex user journeys for a multi offering product

Regus website has an extensive portfolio of products and sub-products. Navigating through all of them can be challenging for users.

Improve SEO ranking

Regus website SEO ranking had to be improved to reflect a clear navigation, internal linking, optimised medatda and  mobile friendly designs.

Product centric experience

It was identified via competitive analysis that similar companies lead with products, and users tend to respond better to familiar patterns. Regus wanted to move away from features based approach to product-led experiences

Business requirements and user needs

Clear Product Differentiation

As a business owner, I need to see clear categories of workspace options to quickly find the type that best suits my company’s needs.

Intuitive Navigation

As a first-time visitor, I need intuitive navigation on the site to easily explore different workspace solutions without confusion.

Comprehensive Product Info

As a potential customer, I need detailed information about each workspace to make an informed decision about which one to book.

Personalisation

As a frequent user, I need personalised recommendations based on my previous searches to quickly find spaces that meet my preferences.

Product centric experience

Regus website SEO ranking had to be improved to reflect a clear navigation, internal linking, optimised metadata and  mobile friendly designs.

Flexible booking options

As a freelancer, I need flexible booking options to customise my workspace according to my project needs and schedule.

Comparison tools

As a small business owner, I need to compare multiple workspace options side by side to choose the best value for my budget.

Responsive support

As a prospective client, I need quick access to customer support to get immediate answers to my questions about available workspaces.

Mobile-Friendly Experience

As a busy professional, I need a mobile-friendly experience to browse and book workspaces conveniently from my smartphone.

User-Friendly Sitemap

As an advanced user, I need an accessible sitemap to quickly understand the website’s structure, making it easier to navigate through Regus’s extensive portfolio.

Keyword-rich Content

As an advanced user, I need keyword-rich content on product pages to easily find Regus solutions through search engines, leading me to the most relevant offerings.

Internal Linking

As an SEO-conscious user, I need relevant internal links between related products and sub-products to discover all available options, enhancing my exploration of the site.
Problem statement
The research has proven that users were overwhelmed by the large number of services and products Regus offers. It was also identified via competitive analysis that similar companies lead with products, and users tend to respond better to familiar patterns
Solution
The adopted solution was to make the experience more product centric by:
- Simplifying the product categories
- Leveraging user data to provide tailored recommendations
- Streamling the booking process by simplifying the booking process with clear CTA's
Problem statement
The user testing and analytics results highlighted that users found it challenging to navigate the website, particularly when trying to differentiate between products, features, geo-locations, or finding options to get a quote, speak to an expert, or arrange a visit.
Solution
The approach was to optimise the navigation in three main components and user flows:
- Main Navigation with links to Products, Account, Search, Contact Us and breadcrumbs
- Sticky Sub-navigation with local anchor links
- Sticky CTA component for the user to easily book a visit, get a quote or talk to an expert
Problem statement
The user feedback and stakeholders highlighted some of the products are not clearly differentiated and making it difficult to decide what type of office space solution is the best for the user.
Solution
After multiple iterations the approach has been chosen to offer the user the option to choose and compare multiple products and features depending on the chosen location. At any given location the user can multi-select and compare available products and services but also nearby locations that also offer Regus services
Problem statement
Some of the Regus users are long-term customers and needed a tailored experience that catered to their business needs every time they logged in.
Solution
The strategy adopted included some of the following points:
- Geo-Targeted Content: Presenting location-specific content and recommendations, such as nearby offices or events, based on the user’s current, saved or preferred location.
- Tailored Recommendations: Used data from past interactions to recommend products and services that aligns with the user's preferences or needs.
- Saved Searches and Preferences: Allowing users to save their preferred locations, workspace types, or other filters, making it easy to resume where they left off.
- Seamless Multi-Device Experience: Ensure that personalization settings sync across devices, providing a consistent and continuous experience, whether the user is on a desktop, tablet, or smartphone.

Design system: the foundations

TYPOGRAPHY
Effra is a contemporary humanist sans typeface – and Red Dot Design Award winner. Tracing its heritage back to the early sans letters of Caslon Junior, its variable font offers clean lines and open shapes for remarkable flexibility across extensive Weight and Italic axes.
Together with the colour palette and design components this has set the foundation for our design system for the project.
DESIGN TOKENS

The benefits of using design tokens:

Maintain a single source of truth for consistency
Improve management of a scaling design system
Remove the guesswork when building products
A more efficient handoff to the dev team

Tokens

In order to ensure design consistency across the platform tokens were used for colours, sizing, spacing, fonts, animations values.

Styles

Styles were also used for gradients, multiple fills  and shadows
COLOUR SCHEME

Primary colours

The colours listed below are the main key colours that compose Regus’ colour palette. Some hexadecimal values have been tweaked in order to cover accessibility for texts.
Red
Primary
#E52500
Teal

Primary

#008385
White
Primary
#FFFFFF
Dark grey

Primary

#393939

Secondary colours

The colours listed below are the secondary colours that support assets - like illustrations- and their tints have been used as backgrounds for modules or cards.
Brown
Secondary
#857871
Blue

Secondary

#2166A6
Green
Secondary
#6A8550
Yellow

Secondary

#D99C42

Design System reusable components

The results

Project outcomes

- Website sitemap has been revisited and redesigned to simplify the main user journeys

- Optimised navigation has led to a 40% increase in usability

- Internal linking increased the number of indexed pages by up to 78%.

- Mobile-first design optimisation has not only increased SEO rankings but improved website usability from a UX perspective

- By updating Regus offering to be more product centric, the company has enhanced it's value proposition, improved customer satisfaction, simplified the decision making process and increased competitiveness

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