A Full Build — Estate Booking Designed for Life Abroad
Fogg 2022 - 2023
Project Overview
Nowadays, digital nomads seek flexibility in their search for new accommodations. They have various needs due to their online jobs which, therefore, defines an interesting perimeter for the market of locative accommodations.
Fogg is a project aimed at creating a minimum viable product (MVP) that will display such accommodations. The scope of this project is to create an intuitive and user-friendly interface that streamlines the booking process and makes it easy for users to search and find the perfect accommodations for their needs. The end goal was to secure 30 subscribed potential clients in less than 4 months, which was successfully achieved.
My Contribution
As the Product Designer, my role involves leading the design of an intuitive and user-friendly interface that streamlines the booking process and makes it easy for digital nomads to search and find the perfect accommodations for their needs.
This includes conducting user research to understand the needs and pain points of our target audience, as well as designing and testing prototypes to ensure that our solution meets their needs and expectations.
I was also responsible for developing the brand identity of Fogg to ensure that it stands out in a crowded market and resonates with our target audience.
End goal : acquire 30 subscribed potential clients in less than 4 months
Map the experience to envision the Visitor and Client views
Flowchart and Wireframes
Fogg is a service granted with a monthly subscription, so our first goal is to create as many membership accounts as possible. For various reasons the content for visitors and clients needed to be different hence a mirrored design for some pages and back-office subtilities we had to anticipate.
Fogg is a service granted with a monthly subscription, so our first goal is to create as many membership accounts as possible. For various reasons the content for visitors and clients needed to be different hence a mirrored design for some pages and back-office subtilities we had to anticipate.
Branding & Main UI
A very friendly, expressive, and colorful branding embodied by a mascot
After 4 weeks of design, we decided to put this first version of the website to the test. My role was to conduct moderated user testing sessions of around 1 hour each, with participants matching our personas. I was supported by a note-taker whose sole responsibility was to capture every piece of feedback without interpretation, as well as a tool called tl;dv to record each session in full.
User Tests
Are users understanding the value proposition of Fogg based on a quick visit on the website?
Usability testing revealed strong concept clarity across all user segments.
Both the Coliver persona (full-time coliving residents) and the Alternant persona (users splitting time between coliving and private housing) responded positively to the design.
All 9 participants were able to accurately explain the concept back to us unprompted after testing — a strong signal of intuitive communication.
Most remaining questions centered around pricing plans and booking modalities, pointing to a clear next iteration focus.One unexpected insight: information about the existing community and fellow colivers carried significant weight in the decision-making process, particularly for women. This finding shaped our content strategy, leading us to prioritize richer previews of the living environment and community to better support prospective residents in their evaluation.
User Test Results
Flowchart and Wireframes
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