IWG

IWG’s Sales Hub lacked user input and UX best practices. We redesigned the platform, streamlining workflows and developing a scalable prototype to enhance sales efficiency globally.

Sector: Real Estate & Placemaking

Deliverables: Research & Analysis, Product strategy, UX & Wireframes, UI design, Protoype

Role: Lead Product Designer

Their Story

IWG, the world’s largest workspace provider, serves 8 million customers daily across 120 countries. In 2022, the Sales Hub tool was developed by converting an existing sales tool based on the legacy Sales App. However, it lacked user input and UX best practices. Initial requirements were shaped by product and sales teams, with minimal testing from global sales teams or IWG Direct. Feedback highlighted the need for a more intuitive experience. Tangent was tasked with optimising efficiency and developing a prototype aligned with IWG’s rebrand to better support sales teams in recommending workplace solutions.

Discover & Define

To identify pain points and opportunities, we conducted a UX expert review and engaged extensively with global teams. Stakeholder workshops aligned project goals, followed by interviews with 20 participants across sales, admin, and enterprise teams worldwide. Insights from these interviews enabled us to map core workflows, challenges, and opportunities for improvement. Over 100 user observations revealed inefficiencies in task navigation, inconsistencies in workflows, and misalignment with user needs. By analysing real-world usage and mapping key sales journeys, we defined five focus areas shaping the next phase of development.

Develop & Deliver

Stakeholders were presented with two approaches: tactical, small scale improvements or a strategic ‘North Star’ vision for long-term optimisation. They chose the strategic route, prioritising scalability and future-proofing. Through iterative ideation and bi-weekly client reviews, structured wireframes and a clickable prototype brought this vision to life. The prototype covered new user enquiries, workplace searches based on user needs, streamlined option building, and lease extension management. We developed a skeleton design system based on revised components and a new brand direction. This ensured consistency, improved accessibility, and provided a scalable foundation for future enhancements.