A highly visual, virtual experience that promotes community and networking
The Clockwise site leans heavily on video footage and imagery. The reasons for this are threefold. One, given the change in workplace behaviours, there was a real need to reflect what its like to step inside a Clockwise location. As viewings are less accessible, there is no better way to get this across than with video and photography. Two, video testimonials give potential customers the sense of community, collaboration and networking you get with Clockwise. Cinematography gets this across in a more personal way and puts faces to names in terms of Officer Managers. Three, Clockwise workspaces look great. With state-of-the-art technology, roof terraces and modern interior design all within iconic settings, why not showcase this in glorious technicolour.
Inform. Compare. Convert
Our challenge was to design a site that communicates the benefits, services and scale of the business, whilst making filtering and navigation intuitive and easy. Clockwise is all about flexibility and choice. Resultantly, leases, membership types and services all have a wide range of options, each varying in complexity. One person looking to book a meeting room for an hour has shorter term needs than a large-scale company weighing up the benefits of a flexible two year lease. We identified the site needed three key characteristics; be informative, be easily comparable and be easy to navigate. A site boasting these attributes would allow every user journey to be simple, regardless of the complexity of it's content.
Every offering, made simple
Our team spent an extensive induction with the Clockwise team to gain a true understanding of each location, service and the brand as a whole. The result was a great understand of the business. We spent time planning each user journey through wireframing. The options available throughout the site made a structured hierarchy paramount. We accounted for every location, service, membership, status and duration/complexity of a commitment.
What sets this site apart from other is that it also considers how each of these co-exist without overwhelming the user. The Clockwise site caters for those that know the who's, whats, whys and whens. However, information is formatted in a way that presents the complete offering, allowing for comparison, contemplation and ultimately conversion. Wherever a user falls within that scale, they are guaranteed a relevant, concise and smooth user journey.
An easy comparison to make
Signing a lease is both a complex and financially significant commitment. Comparison is king and Clockwise's flexible offering meant that monetary savings where so sizeable that here was a real need to highlight monetary savings. We utilised numerous animated infographics, interactive comparison tools and a quote calculator to ensure information is engaging, readily available and customisable so as to fit bespoke user needs.
Global scalability with regional reach
One interesting challenge was the locations section on the homepage. There was a need to reflect the broad, global scale of Clockwise, whilst simultaneously being able to filter to smaller areas like countries, cities and boroughs. A common struggle designers encounter is the request to include a country, continent or world map. Unfortunately, all of these are too vast to accomodate any meaningful form of navigation. Moving a user's visibility from the Europe to Earlsfield jumps too far and too fast between broad and specific to transition in a seamless manner.
Bearing that in mind, we wanted to design something that; Highlighted Clockwise's scale, was visually engaging and boasted simple, intuitive UX. The solution? Morphing vector map that filtered between countries. Each country had links to cities and boroughs. Therefore, any location was just two clicks away, regardless of the user's starting point in the world.