UX Optimization for Startup Ecosystem Website
Flywheel + NewVentures
Challenge
Flywheel’s website structure and performance couldn’t support its multi-location growth or communicate offerings effectively to users.
Strategy
We redesigned the site experience, reorganized content around user behavior, and transitioned hosting to a secure, high-speed platform.
Outcome
Time on site more than tripled, bounce rates decreased, and traffic significantly increased following launch of the optimized experience.
PROBLEM
Background: Flywheel is a collaborative hub that supports startups, researchers, and entrepreneurs with programs, funding access, and flexible coworking spaces. With a growing community and a second location, their website had become difficult to manage and confusing for users.
The Challenge: Their team needed a cleaner, faster site that could help tell a cohesive story across coworking, events, and accelerator programs—while improving usability and engagement across both locations.
SOLUTION
We collaborated with Flywheel leadership to redesign the site’s architecture and user flow. Based on analytics, we prioritized high-traffic content and streamlined access to key pages. Additionally:
- Audited and consolidated fragmented content for clarity
- Migrated the site to secure, high-speed hosting
- Improved page load times and eliminated security issues
- Created a structure that supports ongoing content updates across locations
RESULTS
- Time on site increased from under 2 minutes to over 7 minutes
- Traffic improved significantly across core pages
- Bounce rates dropped due to better flow and relevance
- Unified UX across both locations created a stronger brand experience
- Easier site management for Flywheel’s internal team
