Category
Website
About This Project


Campfire: A Website for A Co-Working Space

CATEGORY

Website Design

AMPLIFY SERVICES

• UX • SEO • Lead Generation • Responsive Website • Unified Digital Identity

ABOUT THE PROJECT

The future of work is before us.  Technology, real estate prices, an agile workforce and the dynamic nature of the knowledge economy have coalesced and given rise to co-working spaces. Large centralized corporate offices will soon be an anachronism as a new age of trust and individual commitment defines our working lives.

Co-working spaces – an intensely competitive segment

In post-industrial Hong Kong, many former factory buildings are being repurposed for art galleries, studios, retail ventures and co-working. Founded in early 2016, Campfire Collaborative functions out of two such former industrial buildings, in Kennedy Town and in Wong Chuk Hang, both conveniently located a stone’s throw from MTR stations. The co-working space is an intensely competitive segment with many local and international firms jostling for a share of the business.

The Campfire Brand

At a brand level, Campfire’s interior design, membership packages, identity and colour worked cohesively to differentiate them from others in the same space. Their Campfire marketing team felt their website needed to do more than just offer information online. This is where Amplify stepped in. Preeti was an early user of the Campfire Collaborative space at Kennedy Town and was familiar with the pains (and gains) of being a customer.

The benefits of being a digital marketing and design team…

Preeti looked at the website as a marketing tool and Deepa looked at it from the design effectiveness point of view. This collaborative approach was applied at every step, first by identifying client and customer needs in detail and then coming up with granular solutions. An intuitive, easy-to-use and navigate website was created, one that would fulfill lead generation and give all the required information in the quickest possible way. A minimalist design was selected with minimum drop downs. The site worked effectively at many levels.

HERE IS HOW WE WENT ABOUT THE PROJECT

  1. Understanding what the customer wants

    While shopping around for workspaces, customers compare plans, prices and the facilities on offer online and then drop in for a visit before signing on. So the website had to:

    • be easy to find in Google
    • be very easy to navigate
    • serve up information required at the click
    • reflect the branding
    • showcase the space an aesthetic yet realistic way
  2. Identifying needs and providing solutions

    We came up with specific sections and functionality to meet client and customer needs identified. For instance:

    • the spirit of Campfire had to be showcased; this was done by creating a unified digital identity
    • a sense of community was built by placing events prominently on the Home Page
    • as a new player Campfire needed to build credibility; user testimonials provided this
    • the website had to act as a Lead Generation tool; an input form for free trial was put as the main CTA on the Home Page
  3. Implementing SEO and UX best practices

    We came up with specific sections and functionality to meet client and customer needs identified. For instance:

    • Creating a user experience to woo: The spaces were photographed professionally to look chic and aspirational. The browsing experience was designed keeping the user in mind at every stage. The strategy was to woo the user with eye candy and then take them to the membership plans quite early in the navigation.
    • Creating a user experience to woo: The spaces were photographed professionally to look chic and aspirational. The browsing experience was designed keeping the user in mind at every stage. The strategy was to woo the user with eye candy and then take them to the membership plans quite early in the navigation.
    • Logical Information hierarchy: A clear information hierarchy was established, and at each stage in the navigation, information was prioritized on the basis of what a customer would typically be looking for. The tone of voice of the website was clear and considerate. Dialogue boxes closed, negative feedback loops were instant, enabling the user to feel she was in control.
    • Consistency in look and feel: The pages all had a strong ‘Campfire’ family look, with a deep carmine colour offset with a soothing grey. Buttons and forms were consistent in look, feel and action. We wanted the entire interface to be as seamless as possible so that the customer could concentrate on decision-making. The recommendations in ‘The Eight Golden Rules of Interface Design’ (http://www.cs.umd.edu/~ben/goldenrules.html) served as a good checklist.
    • Content rewritten for SEO and keywords: Copy was rewritten to be concise and clear. Keyword requirements were met by inserting terms and phrases that customers typically input while looking for co-working spaces in a way that they integrated with the copy. Fonts for headlines and subheads were selected to stand out clearly from the body text.

THE RESULT – A SATISFIED CLIENT

Campfire ranks on Google’s first page for ‘coworking spaces Hong Kong’ and other relevant keywords. Remaining on Google’s front page is a dynamic exercise and the Campfire Team works actively at it.

This is what Julian, Brand Strategist at Campfire had to say ‘Amplify helped us capture the essence of Campfire into the digital space. They really understood our clientele and built the website based on our needs. We are extremely satisfied with their services and will continue to work with Amplify in the future.’