Landing allows people like travel nurses, new grads, and travelers feel at home no matter where they may be through furnished long and short-term stays. As a product designer at Landing, a series C startup valued at $475 million (2022), I worked as the lead designer of a significant project to redesign the user experience and interface of the member app, addressing declining user retention, usability issues, and an unfortunately overwhelmed support team due to the lack of self-serve actions.
Taking the reins during the lead designer's paternity leave, I undertook a comprehensive redesign of the Home tab, a critical user flow managing reservations, notifications, and home details. The goal was to enhance transparency, reduce support calls, and create an intuitive, user-friendly interface to build and maintain trust.
Leading a cross-functional team, I worked closely with a product designer, a UX writer, and engineers. We conducted a thorough audit, categorized notifications, and gathered member feedback through various interviews and testing. I initiated a holistic revamp aligned with new brand guidelines, introduced playful and inviting illustrations from our in-house illustrator, Pablo Domrose, and restructured the navigation and hierarchy for improved accessibility.
The redesigned app showcased a 10x reduction in bounce rate, a 13% increase in bookings within the first week, and an NPS score boost from 36% to 51%. The seamless, revamped experience not only enhanced member retention but also alleviated the support team's workload. The success of the project fostered collaboration and laid the foundation for future flow redesigns and features.
On the home page ranges illustrations of the vibrant streets of New Orleans to the scenic views of Seattle, carefully crafted to resonate with Landing's diverse user locations along with dynamic greetings that adapted based on the user's local time and current weather conditions. Thus, adding a layer of personalization, creating a Home page that felt tailored to each member's unique context.
Key additions included a proximity lock for door access through a partnership with Latch, reservation history, and a streamlined navigation system that elevated crucial actions and information, reducing the need for support calls.
Over 60% of users downloading the app were new to the brand. The absence of a structured onboarding process, coupled with inconsistencies in branding and visuals, hindered the establishment of brand trust and a distinctive user experience. To address this, I led a collaborative effort with our design team. Together, we not only ensured visual consistency but also laid a foundation for a comprehensive design system and language. This systematic approach facilitated seamless adaptation by both the design and engineering teams, creating a unified and user-focused experience to welcome new and existing users.
Throughout the process of this project, I experienced significant professional growth, especially honing both leadership and communication skills. Effectively managing diverse viewpoints within the team, I navigated through nuanced perspectives to foster collaborative decision-making. Assuming full ownership and embracing the associated responsibilities, I also not only met but exceeded deadlines. This project greatly challenged and developed my leadership capabilities and communication strategies, equipping me with a nuanced skill set crucial for navigating complex design challenges. Moving forward, I am poised to apply these refined skills to future endeavors, ensuring a seamless integration of design excellence, effective leadership, and adept communication in my role.