PRODUCT EXPERIENCE DESIGN
Conceptualization and development of Convene’s new co-working product.
ROLE
DESIGN RESEARCHER (co-lead)
SERVICE DESIGNER
As part of a small team of designers and strategists, I led observational research, created co-working prototypes in existing Convene locations, and interviewed users to test hypothoses and provide guidance on the design of Convene’s new coworking and small-office space products.
OUTCOMES
By implementing an iterative research strategy--distlling broad assumptions into testable criteria--I provided Convene’s executive team with key information that allowed Convene to launch its new product with confidence.
Property Conversion Guidance: I interviewed management staff at prototype locations to create strategic recommendations and frameworks for the conversion of existing properties into the new coworking product, associated staffing upgrades, and optimal operating hours, which had a direct influence on C-suite decision-making.
Coworking Service Standard Implementation: As part of the innovation and strategy team, I contributed to the creation of a tiered membership structure along with frameworks for community-building initiatives that eventually lead to positive member feedback and overall member satisfaction.
Increased Cross-functional Collaboration: A direct outcome of the coordination between teams (on-site operations, interior design, and culinary) that I encouraged and facilitated during the planning and implmentation of the co-working prototype-- thereby enhancing efficiencies and increasing Convene’s ability to deliver on its service promise of a premium experience.
STRATEGIC APPROACH
Qual/Quant research
Rapid prototyping and iteration
Service design
Cross-functional team collaboration
Graphic design
To test key assumptions, my co-researcher and I implemented a comprehensive research strategy comprised of:
Competitor Research: comprised of observational research at top coworking spaces in NYC and interviews with coworking leaders at Spring Place, Neuehouse, Impact Hub and RocketSpace.
Scrappy Coworking Interventions: I designed low lift/risk tests conducted in existing pre-function spaces at Convene locations across NYC. Over the course of several afternoons my colleague and I gathered qualitative and quantitative data that provided quick insights into the seating preferences and potential high-level operational challenges that creating co-working spaces in existing properties might present. Findings were translated into guiding principles for designing a coworking space prototype.
Prototype Design and Delivery through Cross-Functional Collaboration: I worked closely with teams across the organization (interior design, on-site operations, and culinary) to create a coworking space prototype in an existing Convene location. Once launched, I managed the operation of the prototype for its three week duration.
Quantitave Research: Over the course of the prototype, my co-researcher and I observed the behavior of a diverse pool of 50 prototype participants to ascertain prime usage hours, food and beverage consumption patterns, and evening programming engagement.
Qualitative User Interviews: I conducted feedback interviews with participants on proposed service design elements (e.g. membership tiers, hours of operation, food offerings, etc.) that contributed to the finalized coworking offering.
ADDITIONAL PROJECTS
Convene, a leader in the premium meeting space industry known for its beautifully designed spaces, noticed an unexpected pattern emerging--their meetings clients were spontaneously using break-out and reception areas as impromptu workspaces before and after their scheduled events. This organic behavior, paired with coworking’s ascendency as a new way to work, signaled an untapped market opportunity that Convene’s executive team was curious to explore.