Creating a smarter working world with Worka

The primary aim was to create an easy-to-use app that connects employees and workplace providers. The app needed to cater for:

  1. Employees looking to find their perfect workspace

  2. Workplace providers looking to sell their workspaces

  3. Companies looking to provide flexible workspace solutions to their employees to increase employee retention and reduce office spend wastage

The secondary aim of the app was to create a platform that enables workplace providers and company Admins to consolidate and manage their bookings.

CLIENT

BRAND

INDUSTRY

Marketplace

ROLE

Content Design, UX Writing

01 - THE CHALLENGE
02 - VISION & GOALS

Focusing primarily on SMEs (vendors) and employees (end-users), Worka aims to be a leader in the field of Marketplace with its flexible workspace solutions. To kick the project off, I conducted a content audit of all the existing designs so I had a clear understanding of the platform ideation, and what we needed to achieve as an MVP.

My process:

  • Conduct a content audit across the entire product

  • Write and edit user-focused content across the Worka web app and Worka.com

  • Collaborate with designers, product managers and engineers in Figma and the dev environment

  • Act as a Worka voice and tone consultant, guiding non-writers where necessary

  • Develop the vocabulary and terminology throughout the product including documentation for the team

  • Work with legal and regulatory teams to make sure any content you write is compliant with industry standards and regulations, where necessary

  • Contribute to team documentation including content design guidelines

  • Use stakeholder feedback and testing takeaways to iterate effectively.

It was important to conduct a competitor analysis to evaluate: how other similar platforms tackled similar challenges we faced; what elements and features work well and could help us achieve our goals for the app and understand which elements have been implemented that we may have initially missed.

03 - COMPETITOR ANALYSIS

I started creating tonal dimensions to put forward to key stakeholders, with examples of how the tone might flex depending on the context and user need.

Once a direction was chosen, I created a comprehensive resource that provides definitions and usage guidance for Worka terminology across all product categories. As our definitive source of truth, I encouraged the team to update it regularly.

04 - TONE OF VOICE
05 - user onboarding

Several iterations of this process were completed by product designers until the interactions were fully mapped out and any useful user feedback implemented. I then used the wireframes to provide further context into the user journey for both the end users and vendors and continue to engage them throughout the product. This was achieved by implementing usability heuristics of user control and freedom:

  • The onboarding process guides the end user through creating their Worka profile using prompted, autocomplete fields.

  • The onboarding process for vendors guides them through the listing of their workplace, providing tooltips to help make their listings stand out and better attract employees looking for a space to work.

  • Once registration is completed, the web app then encourages the user to explore the marketplace for inspiration for their next workspace booking. If they’re a vendor, they’re prompted to look at other vendor listings and create a listing of their own; if they’re an employee Admin within a company, they are encouraged to create groups, invite group members, control budgets, and grant user permissions.

Through a collaborative effort, we designed a narrative approach for the onboarding journey that felt inspiring and motivating, whilst bringing the brand purpose to life. 

06 - PROVIDER ONBOARDING

Branded emails were designed to guide the user after the initial onboarding, welcoming them to Worka, keeping them engaged, and telling the brand narrative. Then there were the purely functional emails that guided providers and company Admins on how to get set up and manage their listings and bookings. It was imperative to employ the correct tone for each email.

07 - BRANDED EMAILS

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