HubHaus Transformation
I am responsible for product design and branding for HubHaus. My redesign of HubHaus's website resulted in a 40% customer conversion increase. The newly designed internal tools helped boost acquisitions and operational efficiency, which supports our nationwide expansion for HubHaus. This successfully contributed to our rapid growth.
My Role - Senior Design Lead
Collaboration with CEO, Growth Department, Engineers and Copywriters
Back story -
I joined HubHaus in March of 2018. There was only one designer on the team before I arrived. There was a version of the website, the tenant portal, and admin portal. Luckily HubHaus had already proven a product-market fit, so we were looking to scale to more states and cities. I got in at the right time to create valuable digital tools for the staff.
Research conducted
I lived in one of the HubHaus residency for 6 months to experience our product.
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Reviewed recorded user interactions on the HubHaus website via Hotjar
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Conduced eleven live user studies with potential users using different devices.
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Gathered website data. (including Google analytic, Mixpanels & Periscope data...)
What did we find?
Bad usability led to high drop-off and an outdated visual design led to a lack of trust
1.Mobile/tablet had usability problems which resulted in only half of the conversion rate compared to the desktop site.
2. The website did not have a user flow for users with different needs or in different stages of room searching.
3. Lack of some features to support user interactions.
4. No efficient navigational system.
New Branding
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The color is too contrasting and makes it hard to have it in different colored backgrounds.
Concept
A House shape - Hub"Haus"
Infinity loop - Community effect
Puzzle- Diverse people getting together
thehubhaus.com redesign
At first, the goal was to keep the development lean. To accomplish this, the product team conducted A/B testing and optimized the website piece by piece. However, the problems stated gave us a reason for a site revamp.
Primary problems:
1. Lack of a flexible code structure for testing and experimentation.
2. Bad usability, especially mobile UX causing a drop-off. Visual Design was out-dated, causing a lack of trust.
A twist to enhance the user flow
1. Simplified the top menu bar options to decrease confusion and help guide potential tenants, landlords.
2. Encouraged cross-page browsing to keep users on the page. I found every potential touchpoint that would drive users to browse more houses.
3. Enhanced the after-booking journey by recommending more houses which resulted in a 33% increase of the number of showings booked per user.
Digital ecosystem
& Scalability
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Admin system - Internal tools.
Proven success
Lucy the PM:
OMG the site conversion is nearly 40% better than the old one!
+32.5%~39%
book a house showing rates
6.3 increased to 6.5
satisfaction rate for Tenant after Tenant Portal Improvement
Estimated 200 + hours/week
cut in labor cost with 10+ Internal tools built
Kei the VP of growth:
This is awesome! How!
Consistent Brand
A set of portraits for the team, as we have a global team, it helps boost team moral.
What we learned from building this product
What we did well
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Good consistent branding helped to build trust and to drive high booking rates.
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Improvements in information architecture and UX for mobile, tablet and desktop.
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Improved website speed. Our tech team changed to Vue.js and built a good foundation for future UI development changes.
Below are some other small examples of UX improvements:
