Landmark
UX/UI
Transforming Landmark's Digital Presence: A Comprehensive Brand and UX Overhaul
Introduction
Landmark is a workspace provider serving 12,000+ customers daily across the UK. This comprehensive project spanned two major initiatives. The first, to redesigning the website to improve user experience and conversion rate. The second, to create a brand new custom online booking platform.
Role: Lead Designer
Responsabilities:
Project Leadership.
Stakeholder Engagement.
Requirement Prioritization.
Competitor Analysis.
User Experience Design.
UI Design.
Landmark's challenges
Website Redesign
Landmark's online presence did not mirror the premium quality of its offerings. The website suffered from poor content organisation and a confusing user journey, leading to a significant decrease in enquiries.
Online Booking Platform
The off-the-shelf booking system used by Landmark created a disjointed user journey and failed to align with their business model, demanding a bespoke solution that could cater to their specific operational needs.
Online Booking Platform
The OBP was the more challenging out of the two workstreams and required an end to end solution built from the ground up, as the jucier of the two we will concentraded on this one.
Problem statement:
Landmark’s online booking system suffered from several key issues that diminished user satisfaction and affected business operations. The interface was not aligned with the main website, leading to confusion and reduced trust among users. The system’s functionality was limited due to reliance on a third-party platform, preventing effective response to customer needs and operational requirements.
Goal:
Create a cohesive, intuitive booking experience for customers and boost business performance.
Discovery
The discovery phase included an analysis of the current off the shelf solution - Upflex. Understanding it’s capabilities, limitations, pain points and spotting opportunities for improvement. We conducted stakeholder interviews to understand the core business needs and user needs. We did a competitor analysis to understand the industry standard and how other competitors were addressing similar challenges.
Define
Insights from the discovery phase were translated and grouped into themes that revealed requirements for the Online Booking Platform. These requirements were then plotted into a prioritisation matrix, this informed which features should be prioritized for MVP and what features could be implement later on. Based on urgency and effort these requirements were split into 3 delivery phases.
Ideate
User flows were designed for the different personas identified, allowing for further understanding of the nuances of the product depending on the user. This was a great starting point and visual aid to guide the client through our thinking and get buy in.
Design
Meticulous attention was paid to creating a seamless and intuitive booking experience, which aligned with Landmark's brand identity, enhancing brand recognition and instilling user trust. Key improvements included optimising page hierarchy and redesigning the booking configurator.
Optimising Page Hierarchy - A clear and logical page hierarchy was crafted, to enable effortless navigation and quick access to essential information, significantly reducing cognitive load and boosting user engagement.
Configurator Redesign - The booking configurator was redesigned for greater prominence and usability. Positioned higher on the page to attract attention and guide user actions. The configurator interface itself was simplified to enhance usability, removing early booking barriers like premature guest information requests, facilitating a smoother booking process and enhancing the overall user experience.
Results and Impact
With the MVP of Landmark’s online booking platform complete, we are set to advance to the next phase, focusing on integrating further functionalities and improvements. The immediate steps include monitoring performance and user behaviour to gather key insights. This analysis will inform necessary adjustments for Phase Two, ensuring the platform continues to meet evolving user needs and business objectives.
To date, our work with Landmark has seen some very positive results:
24%
Increased engagement across the site
4%
Reduction in Bounce rate
36%
Decrease in average session duration
100%
Increase in conversion rate from homepage
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