WEWork

Future OF WORKPLACE

Role: Experience Lead
Circa: 2018

We joined minds with the WeWork team to reimagine their site experience and journey for their new target audiences, Mid-size and Enterprise businesses. At the time the site was only positioned for freelancers and small businesses. We had the big task of reintroducing WeWork’s value proposition, shift user perception, and appeal to a net new audience. We began with the two new personas that we needed to attract and cater to: decision makers in Enterprise and Mid-size businesses. We began with identifying the common thread across both personas to streamline the journey. We then began identifying their unique needs to personalize each group’s journey. With that we synthesized our experience imperatives as:

Celebrate WeWork’s value proposition of integrated services and how it simplifies the workplace management.
Clearly articulate how the solution relieves the pain point.
Deliver adaptive messaging that matches the persona.
Provide adaptive solutions that match the situation.

MidSize Business JOURNEY

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Sarah is invited to a Female Founders event in our space.

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We follow up asking her to imagine her ideal workplace.

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With just a few questions we capture her needs.

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Truly uncover factors impacting her business.

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We were in-tune with her business ambitions.

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Went beyond by uncovering her teams’ needs.

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She could see curated results based on her needs.

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Clearly articulated benefits of a WeWork workplace.

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Surfaced available locations based on her needs.

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Scheduling a tour was mindful of her busy schedule.

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Our staff received a snapshot of her needs prior to her arrival.

The PROCESS

Over the span of 2 months we envisioned the ideal customer acquisition journey. By being mindful of our guests mindset, needs and pain points, we created a high-touch and efficient experience that illustrates WeWork’s value proposition. As we explored the ideal guest experience, we wanted to ensure a seamless journey both online and offline. Ensuring a seamless arrival and tour experience. A sample of artifacts that shows how we arrived to our solutions are below.