Scaling a multi-platform booking experience to support global growth
If you've ever heard of Regus, you know they're everywhere — serviced offices and coworking spaces across the globe. Founded in 1989 and headquartered in Switzerland, International Workplace Group plc (IWG) has been listed on the London Stock Exchange since 2016, operating internationally through a vast portfolio of brands, that includes Regus, Spaces, HQ, and Signature, across ~4,000 locations worldwide.
Partnering with Frame, IWG set out to map the ecosystem end-to-end and redesign the core booking journey across app and portal. The work aligned teams, priorities, and delivery around the flows that drive growth, while establishing a foundation for consistency across brands and platforms.
Positioning IWG’s global network to power a consistent booking experience
Business growing does not follow a straight line. Due to the size, diversity and complexity of its structure, IWG started to face important obstacles for its expansion plans.
That's when IWG hired Frame — Digital Design, to untangle bottlenecks across two major growth levers: the Global App and the go-to-market team collaboration.
IWG's multi-brand rental ecosystem runs on a centralized app powered by a booking engine — making the booking experience the primary driver of signups and revenue. Flaws in that experience create outsized, business-wide effects.
Despite ongoing modernization efforts, the app was outdated and ill-equipped to support IWG's goal of aggressively scaling its user base.
We traced the issues to three critical steps in the booking flow — location search, signup, and checkout — then built a plan, from research to development, to optimize every key indicator across each.
Redesigning the Global App to turn discovery into confident booking decisions
New location search experience
Frame's research revealed that location search was overwhelming users with too many choices.
Good UX design addresses this by establishing clear information hierarchy at each decision point — creating cognitive relief, building confidence, and keeping users engaged.
Frame mapped every piece of information needed to guide users from search through location selection to checkout, then designed an optimized search experience for both app and web: cleaner results visualization and faster access to the right locations.
We designed a new optimized search experience for the app and for the web, aiming for a better search results visualization experience and faster access to desired locations for office bookings.
We also delivered a dedicated locations page, consolidating all decision-critical information in one place. Giving everything the user needs on a high-stakes moment as office renting is the key to improve confidence, reduce drop-offs and increase conversion.
“Frame helped us see the full picture across our ecosystem of brands, features, and user flows. This clarity allowed us to prioritize the right initiatives, build an effective roadmap, and deliver a world-class product ready to become a market reference.”
Luke Keast
New user registration experience
IWG's brands were onboarding hundreds of thousands of users every month. Still, they came to us with the challenge to help increase that figure.
Our research revealed that the biggest barrier for this goal was the extensive amount of steps for sign-up and onboarding experiences, impacting both time and engagement.
Frame redesigned the registration flow to optimize time and reduce steps: from 14 steps, we left IWG with an easy 4-step signup process.
That was possible due to our benchmark research pointing us to suggesting a modernization route to IWG's signup process.
243%
New booking experience
No search and signup experience can survive a flawed checkout — the last step that should close the deal.
Non-interactive components, confusing pricing, and disorganized information were reducing buyers’ confidence and causing a concerning drop-off rate.
We gave IWG a redesigned checkout process, now with a seamless step-by-step experience at its core.
Now users can stay in the same flow through all the necessary steps, thanks to a progressive guidance system that activates on interactive components. The pricing also got redesigned for more clarity and composition.
34%
Enabling faster launches with a component-based system for marketing and sales assets
IWG runs a distributed global product launching structure joining sales, marketing, design, and development specialists. They hold the challenge of continuously ideating and shipping new ideas across all IWG brands.
The overall collaboration process was failing to keep up with IWG's high quality standards, due to the complexity created by the amount of handoffs and lack of brand fidelity across products.
Now IWG can update a core marketing asset and see all derived content being updated as a result of our reusable components-based system for product, marketing and commercial assets. Each sales decks can be customized without losing the design fidelity, enforced by a cascading style system.
Frame delivered a structured documentation for all go-to-market assets and components, to ensure design fidelity. IGW now has not only an organized assets library, but also a new handoff process with QA steps that keep the impact high and reduce friction while preventing mistakes from scaling.
Accelerate your
go-to-market from design to development with Frame
Powered by a faster booking experience — the core customer action fueling its business — IWG can now move faster towards its ambitious growth targets.
From a complex library of often clashing brands and sub-systems to a synchronized ecosystem empowering its teams to collaborate and move faster to market.
Frame made this possible after key steps of research, design and development:
Framework and process
- 150+ user flows mapped end-to-end
- Benchmarking workshops
- Customer and stakeholder feedback, market research, and competitive analysis
- Information architecture and design system creation
- 2-weeks sprints action plan synced with Business, Technology and Design people