Project OneEleven
Reshaping a Tech Hub’s Digital Front Door
The Problem
OneEleven, a startup incubator in Toronto, needed a digital experience that matched the caliber of its in-person community. However, its existing website was confusing, dated, and failed to communicate the organization's value—especially for newcomers and potential applicants. Through audits and user walkthroughs, we found that key information was buried, the layout was disjointed, and the application process was unclear. For many, the website acted more as a barrier than a bridge.
OneEleven, a startup incubator in Toronto, needed a digital experience that matched the caliber of its in-person community. However, its existing website was confusing, dated, and failed to communicate the organization's value—especially for newcomers and potential applicants. Through audits and user walkthroughs, we found that key information was buried, the layout was disjointed, and the application process was unclear. For many, the website acted more as a barrier than a bridge.
Client
OneEleven
Services
Visual Design UI & UX Design Research
Industries
Tech Start-up
Date
July 2023
The Outcome
We delivered a complete redesign of OneEleven’s website that turned confusion into clarity. The new design introduced:
✅ A homepage that immediately communicates OneEleven’s value
✅ A clearer, faster application workflow
✅ A member directory with filters and search functionality
✅ An interactive floor map and event calendar
✅ A design system built for scalability
Our user-centered updates helped OneEleven showcase its space, streamline applications, and foster a stronger sense of community through digital means.
The Outcome
We delivered a complete redesign of OneEleven’s website that turned confusion into clarity. The new design introduced:
✅ A homepage that immediately communicates OneEleven’s value
✅ A clearer, faster application workflow
✅ A member directory with filters and search functionality
✅ An interactive floor map and event calendar
✅ A design system built for scalability
Our user-centered updates helped OneEleven showcase its space, streamline applications, and foster a stronger sense of community through digital means.
Click screens to view prototyped demo
1. First-time user on the website:
Optimized information flow on the home page
Highlighting the core value: physical space, upscaling programs, and the start-up community it hosts
Enhanced visibility of eligibility criteria and application portal
Interactive map introduced
2. Community and member:
Information structure organized
Member tabs recreated
Filter and search function added
3. Event Browsing and Booking:
Dual view options introduced
Pop-up window to show detail information
Enabled direct event booking
4. Application:
More concise process
Validate the eligibility criteria first
Status bar added
How We Got There
Discovery & Research
We began by conducting a heuristic evaluation based on Nielsen’s 10 principles and graded usability issues by severity. We also ran usability tests and interviews with current members and startup founders to uncover pain points in the user journey.
To visualize key user frustrations, we created Fred the Founder, a persona representing our primary audience. His current experience map highlighted key breakdowns in site navigation, application clarity, and event visibility.
How We Got There
Discovery & Research
We began by conducting a heuristic evaluation based on Nielsen’s 10 principles and graded usability issues by severity. We also ran usability tests and interviews with current members and startup founders to uncover pain points in the user journey.
To visualize key user frustrations, we created Fred the Founder, a persona representing our primary audience. His current experience map highlighted key breakdowns in site navigation, application clarity, and event visibility.
Ideation
Fred became our design anchor—his needs and frustrations directly shaped our priorities, ensuring our solutions were always focused on real user pain points.
With Fred’s journey in mind, we collaborated with our stakeholders to build a value proposition canvas, identifying where OneEleven could better serve prospective and current members
Ideation
Fred became our design anchor—his needs and frustrations directly shaped our priorities, ensuring our solutions were always focused on real user pain points.
With Fred’s journey in mind, we collaborated with our stakeholders to build a value proposition canvas, identifying where OneEleven could better serve prospective and current members
Future-State Experience Map
Key ideas that rose to the top from ideation included:
A landing screen and slogan to clearly convey OneEleven’s value
An interactive floor plan to showcase its space and layout
A searchable member page with filters and sort options
A revamped event flow with calendar/list views and pop-up details
A streamlined application workflow starting with eligibility checks
After finalizing our design concepts, we created a future-state experience map to illustrate how the new features would transform Fred’s journey—from initial discovery to joining the OneEleven community.
Future-State Experience Map
Key ideas that rose to the top from ideation included:
A landing screen and slogan to clearly convey OneEleven’s value
An interactive floor plan to showcase its space and layout
A searchable member page with filters and sort options
A revamped event flow with calendar/list views and pop-up details
A streamlined application workflow starting with eligibility checks
After finalizing our design concepts, we created a future-state experience map to illustrate how the new features would transform Fred’s journey—from initial discovery to joining the OneEleven community.
This map highlighted key moments of improvement: reduced application uncertainty, easier event exploration, and better visibility into OneEleven’s space and network. Compared to the fragmented original flow, the updated experience felt cohesive, guided, and purpose-built for users like Fred.
This map highlighted key moments of improvement: reduced application uncertainty, easier event exploration, and better visibility into OneEleven’s space and network. Compared to the fragmented original flow, the updated experience felt cohesive, guided, and purpose-built for users like Fred.
Final Thoughts By merging clarity, functionality, and visual storytelling, we helped OneEleven turn its website into a true reflection of the innovative community it represents.