Richard Picot | UX Designer



Redesigning three key screens of; the homepage, apply page and events page.



Stakeholder interviews, Competitive Analysis, User Research & Interviews, Surveys, Persona Creation, Design Studio Method, Sketching, Content Prioritisation, Paper Prototyping, High Fidelity Prototype
Pen & Paper, Screenflow, Google forms, Omnigraffle, Sketch, Keynote, Marvel, Trello
Lead, Researcher, Interviewer, Workshop Facilitator, Digital Designer, Prototype Creator, Testing, Presentor
Zoé Guiraudon, Chesca Mutuc
2 weeks

A Strong Proposition

TechHub is a global community for tech entrepreneurs and startups. They provide online and physical places where startups can work, meet, collaborate, network, learn and have fun. An application process for memberships ensure a versatile community.

The goal is to better state TechHub's value proposition, increase the number of relevant applicants and drive attendance to events. 

We quickly identified that making information clear from the home page for potential members would be the highest priority, we wouldn’t be able to resolve increase applicants and drive event attendance without people being interested in TechHub in the first place.



Through conducting usability testing of the current version of it was clear that there were several key issues:

1. Difficulty establishing what TechHub is from the homepage
2. Membership pricing and options only seen during application process
3. Hard time identifying non-member events

“I would think they offer tech support. But how they help me, I’m not 100% sure.”
— Interviewee

Surveys & Interviews

To help us prioritise the right content on the home page we created a survey with the aim to identify what people look for in a service like TechHub. We heard from 41 people.

The ability to share and discuss ideas with others, a place to work, synergy, like-minded people, access to people of varied skills and friendly staff were all top factors. All things TechHub is offering over the competition, we just had to surface it in the right way.

To better understand the decision making process of choosing a collaborative workspace we spent some time chatting with to existing TechHub members. Conducting a task analysis exercise helped us to form a flow that would help us present the right information at the right time.



Click to enlarge


Click to enlarge



We kicked off our design phase by carrying out a Design Studio with some project stakeholders from TechHub. This allowed us to generate a large number of ideas in a short space of time.

These sketches were fleshed out, refined and tested in the form of paper prototypes, allowing us to test designs and quickly iterate.


Key Iterations

Landing Page

Maintaining the global landing page was a big request from stakeholders but it became a barrier for users, the repetition of content caused confusion, users saw the global page as an unnecessary obstacle to reach the information they were after. The page became a way of users simply choosing their city, then being presented with localised content. The benefit being that we where still able to showcase the global aspect of TechHub but the process mapped a user’s flow much better.


Adding a continue button at each step in the application page helped prevent errors and made for a more manageable form experience.


We made locating events easier by presenting only ones that were relevant to the city the user chose when landing on the site, labels were added to distinguish member events from free events.


The Solution

The problem with the current site was down to information not being accessible to users in an intuitive way. People couldn’t tell what TechHub was offering and why they might benefit from it.

Our redesign focused on making the information that people wanted to know clear and upfront. What TechHub is, who it is for, prices, locations, membership options and communal events were all brought to the Home Page. Having understood the common user flow we mapped the content to follow this thought process.

We made a distinction between member and non-member events, which was further improved by having the user select their city on entering the site.

We enhanced the application process by being transparent about their offering from the get-go and helping users see the benefit in filling out an application form.

We believe these changes will drive the key metrics of relevant applicants and event sign ups the client is looking for.


Looking Back...

As our design focusses on the prospect user journey, we believe that there is room to better cater for existing members that already know about TechHub. Our suggestion would be to create a members page or portal that presents them with more relevant information.

This project was broad and heavily content strategy based, finding the right balance between stakeholder needs and user needs was extremely important, the extra time spent talking to people in the research phase helped us define a successful outcome. It was tricky finding people actively looking into collaborative spaces to identify what they were looking for. More time speaking to this user base could have been useful as our primary method for collecting this info was the survey, we may have missed something due to constraints of only being able to ask pre-determined questions.

Getting a screen flow and site map in place earlier I think would have helped us picture the overall structure moving into the design phase. If we were to do the project again I might also suggest that we incorporate an existing member of TechHub into our personas so that we could better identify what info they may be after. However, with the time that we had we definitely made the right decision prioritising the prospect members.

Through leading the team I personally learnt the importance of making decisions and not to deliberate on the details at times when they don't matter.