LIFT WORKSPACE
Streamlining conversion paths
Lift Workspace had proven demand, with 270+ monthly members choosing community over home offices. The challenge was not acquisition, but conversion.
The website did not support decision-making, creating friction during expansion. We redesigned the site for self-serve clarity by introducing comparison tools, streamlined booking, and visual tours.
MY ROLE
I rebuilt the journey from homepage to signup: progressive disclosure, interactive comparison, visual assets, and clear booking flows for memberships and rooms.
I custom coded the widgets, assisted with video asset procurement and compiled 4 of 5 hero videos.
I collaborated closely with management and branding for about 6 months.
TOOLS
Google Analytics (GA4), Figma/FigJam, Survey Monkey, UX Tweak, Usability Hub, Claude Sonnet 4
Keep reading
CONTEXT
Memberships fund expansion
Lift Workspace is the largest locally run coworking space in a rural, tourist-heavy region, serving 270+ monthly members and 3,000+ visitors per year from a very diverse audience.
Goals: Lift needs to grow memberships to fund strategic goals for 2026.
Problem: The website was costing them lost membership revenue, lost room reservation revenue, and staff time burned on repeat questions.
CHALLENGE
Differences needed visibility
Lift's business model has 9 membership tiers to serve different usage patterns and budgets, so I had to help visitors navigate existing nuances.
The question: How can I help site visitors assess membership tiers and amenities when the options are genuinely complex?
RESEARCH
Finding the friction
Research
UX Audit: Homepage, Memberships page, Rooms page, CTA flows
Usability Testing: 5 participants, moderated sessions, 3 device types
GA4 Behavioral Analysis: 3 months of data showing user navigation patterns
Competitive Analysis: 4 coworking space websites
RESULTS
Where friction thrived
The homepage was the first barrier to understanding memberships.
This is the first entry point for evaluating memberships but visitors encountered missing guidance, hidden features, inconsistent CTAs and no way to compare.
Before: Homepage memberships overview.
Confirmed by GA4
Visitors looped between homepage and membership page before abandoning, showing high engagement, low/no conversion.
The 5 flows to learn more led to unpredictable places.
Five buttons/ links led to four destinations across two websites, leaving users unable to predict where they would land.
Before: 1 section, 5 buttons, 4 destinations across 2 websites. No way to predict where you'd land.
The membership page buried context & crucial details.
One of the "Learn more" buttons led to the Membership Plans page, where visitors encountered table-first hierarchy, no tier prioritization, one drawer at a time, and buried commitment policies.
Before: Information overload without decision support.
The 12 text links ignored who was clicking them.
Tracing the path from decision to signup, I found that 12 different inline text links funneled to 2 destinations on an external site, with no tier-specific paths.
Before: Click "Sign up today!" 10 times, land in one place. Click "Join Today," land somewhere else. Same page, different rules.
Meeting spaces were only labeled as perks on the homepage.
Before: Conference rooms are buried with no explanation.
Rooms were showcased as static cards with no context, equipment list, etc.
Before: The Rooms page lacked critical information.
One user was particularly unimpressed with the Rooms page.
"My knowledge on what you have is entirely based on photos that I have to scrutinize carefully? I'd be nice to know what [equipment] you have and not have to pick apart the photos."
-Daniel, Usability test participant
Steps to book a room show incorrect info & have dead end flows.
Before: The Rooms page contained "steps to book" but it was either incorrect or led to 404 pages.
STRATEGY
Designing within constraints
Lift's 9 membership tiers accommodated different budgets and usage patterns but flows and opportunities for comparison were broken.
Added complexity is that coworking sites redirect to external booking portals, making the self-serve process and expectation management even more meaningful.
The solution: memberships & room booking need standardized flows, including progressive disclosure, comparison tools, and clear next steps.
PIVOT
Host platform offered limited interactivity
Squarespace offers only rigid templates, limited third-party integrations, and no custom interactions. AI tools like Claude Sonnet made building custom widgets and interactions feasible.
Platform limitations forced creative solutions.
MEMBERSHIP SOLUTIONS
Rebuilding the path to signup & booking using custom widgets
The homepage now guides evaluation.
After: Homepage memberships overview.
The path for all membership 9 tiers is now standardized.
Homepage → membership details → join → done. Same flow regardless of tier. No more guessing where buttons led or external website confusion.
After: Standardized path for sign-up for all membership tiers.
The membership cards makes comparison easy.
All 9 tiers visible at once (vs. one drawer at a time)
Self-identifying taglines for each tier
Features shown with checkmarks (not buried text)
"Best Value" badge creates hierarchy
2-month minimum displayed prominently
After: Membership cards make direct comparison easy.
Interactive comparison highlights key differences.
Interactive component: Select up to 2 plans → instant focus
Blue highlighting shows your selection
Side-by-side alignment makes differences obvious
Checkmarks (✓) vs X marks (✗) eliminate ambiguity
After: User controlled comparison eliminates information overload.
ROOMS SOLUTIONS
Making rooms findable & bookable
Diverse spaces showcased + rooms elevated from buried "perks" to homepage.
4 room categories featured with photos
"Reservation required" badges set expectations
Visual preview shows actual spaces (not stock photos)
One click to detailed information
After: Images set expectations about how to interact with the space + what's available.
Room selection mirrors successful membership flow.
Same pattern as memberships: discovery on homepage → room details → create account → book
Professional photos replace static images and provide context
Clear categorization (Board Rooms, Conference Rooms, virtual meeting zones)
Each room card leads to full specifications (with auto-scroll & highlight)
After: Users were led from Discovery on the Homepage, through to signup and booking.
Rooms became comprehensive and conversion-ready.
Each section provides crucial info, including complete equipment list
"Hours included" accordion enhances visibility of membership benefits
Dedicated path for non-members & members to book
After: Full context enables informed booking & reveals membership value at point of decision.
RESULTS
From information hunting to informed decisions
Launched in early December 2025, I will continue testing, iterations, and improvements.
Early signals
✅ Site launched successfully across all devices
✅ No major technical issues
✅ Custom components functioning as intended
✅ Leadership enthusiastic about redesign
✅ Very positive community feedback
What's next
Month 1: Usability Testing - Task completion, comparison table usability
Months 2-3: GA4 - Bounce rate, looping behavior, time on page
Months 3-6: Business report - Membership signups, room bookings, support ticket volume
This project is ongoing, please check back to see more about impact and refinement.