Wilfried B.

Twenty Campus Booking Funnel Rework Project: Optimizing User Experience and Improving Conversion

The central ambition of this project is to completely overhaul the booking funnel for Sergic group's student residences, as currently offered on its dedicated platform, Twenty Campus.

The measurable strategic objective is to significantly increase the conversion rate of this user journey, more effectively transforming visitors into tenants.

Context and Challenge:

The booking funnel is a critical point of contact with the future resident.

Detailed Methodological Approach:

• In-depth Analysis of the Existing Situation (Audit and Mapping):

• Detailed Mapping of Current Actions and Processes: This first phase involves documenting the entire current booking process step by step (clicks, forms, confirmation pages, decision points, etc.).

• Analysis of Quantitative Data (if available): Study of current performance metrics (drop-off rate per step, time spent, overall conversion rate) to precisely locate "leaks" in the funnel.

Precise Identification of User Irritants (Pain Points):

• Qualitative User Interviews: Conducting targeted interview sessions with recent or potential users.

• Feedback Analysis: Compiling and analyzing customer feedback and verbatim collected by Sergic/Twenty Campus services.

• Design and Creation of the New User Journey:

• Creation of a New Optimized Workflow: With a specialized UX Designer, defining a new user journey (wireflows) that simplifies steps, clarifies information, and reduces the cognitive load for the future tenant. Priority will be given to transparency, speed, and perceived security.

• Qualitative user testing

• UI (User Interface) Design Monitoring

Custom B2B order application for SMEs with strategic ERP integration.

This project involved the complete design of an order application specifically created to optimize the sales process for SME sales representatives, ensuring seamless integration with the ERP.

1. Discovery and Scoping Phase (Discovery)

In-depth Discovery Workshops: Organizing and leading intensive workshops (Discovery Workshops) with key stakeholders: sales representatives (end-users of the application) and B2B clients (indirect beneficiaries) for a comprehensive understanding of their business needs, current pain points, and functional expectations.

Analysis of existing processes: Detailed mapping of the current ordering process, from brief intake to invoicing, to identify improvement opportunities and constraints related to ERP integration.

Establishment of the MVP (Minimum Viable Product): Defining priority features and the initial functional scope to ensure a rapid and value-added market launch (Time-to-Market).

2. User-Centered Design (UX/UI Design)

Management of Design Teams: Strategic and operational supervision of Design teams (UX/UI - User Experience and User Interface).

3. Technical Management and Direction (Front-end and Back-end Development)

Direction of development teams: Daily management of technical teams (Front-end and Back-end Developers), including sprint tracking (Agile/Scrum methodology) and resolving technical blocking points.

4. Delivery and Post-Launch Monitoring (Delivery and Support)

Post-Launch Monitoring and Optimization: Implementing analysis tools (KPIs) to measure adoption, impact on order volume, and user satisfaction. Level 2 support management and planning of future developments (product roadmap).

Ownership of two strategic products with high business value

Product 1 — Residences Application (B2C & internal B2B)

• Definition of the value proposition

• Product Discovery: user & business workshops

• Structuring and prioritizing the backlog (ROI driven)

• Agile Steering (Scrum)

• Data-driven decision making

Key results:

• +1,000 DAU (Daily Active Users)

• High adoption upon deployment

• Measurable improvement in resident experience

• Operational efficiency gains for teams

⸻

Product 2 — Investor Area

• Product designed as a strategic retention lever

• Definition of product OKRs

• Implementation of performance tracking (financial & project KPIs)

• Interface designed for clarity, transparency, and autonomy