Product
Design
Case study
HubHaus Coliving
Reimagined Shared Housing
Product Transformation for business efficiency
39% customer conversion increase.
Improve operational efficiency by 200 + hours per week
Supporting our nationwide expansion for HubHaus.
My Role - Senior Design Lead
Collaboration with CEO, Engineers, Growth, House Operation.
Mentored and trained UX interns and UX writers and in-house staff as researchers.
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 the 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.
The Problems of rental in expensive cities
The solution is in "coliving"
Stage 1:
HubHaus Digital Platform Ecosystem redesign
At first, the goal was to keep the development lean. The product team conducted A/B testing and optimized the website piece by piece to accomplish this. However, the problems stated gave us a reason for a site revamp.
Primary product 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 Visual Design was outdated, causing a lack of trust.
Research conducted
I lived in one of the HubHaus residencies for six 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Bad usability led to high drop-off, and an outdated visual design led to a lack of trust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, resulting 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 the room searching.
3. Lack of some features to support user interactions.
4. No efficient navigational system.
A revamp of Tenant User Experience & Service Design
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.
Brand and Design System for trust-building and scalability
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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
A Snippet of HubHaus Design System ( along with Vue.js Library)
Emails and other marketing design built
I also take portaits photo for every team member to keep a consistent Brand
A set of portraits for the team, as we have a global team, it helps boost team moral.
Digital ecosystem
& Scalability
From marketing site to SaaS. to enterprise tools
Admin system - Internal tools.
The Processes
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Improvements
Stage 1: Proven success
+32.5%~39%
book a house showing rates
5.9 increased to 6.5
The satisfaction rate for Tenant after Tenant Portal Improvement
Estimated 200 + hours/week
cut in labor cost with 10+ Internal tools built
Lucy the PM:
OMG, the site conversion is nearly 40% better than the old one!
Kei the VP of growth:
This is awesome! How!
Challenge & Learning
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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We made considerable Improvements in information architecture and UX for mobile, tablet, and desktop.
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We improved website speed. Our tech team changed to Vue.js and built a good foundation for future UI development changes.
