Project Overview
Problem:
With the Covid-19 pandemic and remote working being so prevalent, public working spaces and coworking spaces have become really popular. However, the existing services and systems in place have not caught on to the demand. The market is designed to cater to companies and organizations and does not allow any flexibility for individuals. Public workspaces like cafes, coffee shops, and libraries don't have any systems to promote discoverability nor inform people of availability.
With the Covid-19 pandemic and remote working being so prevalent, public working spaces and coworking spaces have become really popular. However, the existing services and systems in place have not caught on to the demand. The market is designed to cater to companies and organizations and does not allow any flexibility for individuals. Public workspaces like cafes, coffee shops, and libraries don't have any systems to promote discoverability nor inform people of availability.
Solution:
‍To meet this increasing demand along with the unique issues and needs of the new influx of people, we wanted to design a system/service that offered more power and flexibility to the individual student, remote worker, or freelancer. We wanted our solution to be a lot more accessible and consumer-ready than the existing services that were in place. Almost like a combination of Yelp and Airbnb for remote working spaces.
‍To meet this increasing demand along with the unique issues and needs of the new influx of people, we wanted to design a system/service that offered more power and flexibility to the individual student, remote worker, or freelancer. We wanted our solution to be a lot more accessible and consumer-ready than the existing services that were in place. Almost like a combination of Yelp and Airbnb for remote working spaces.
Key Features:
- Improve discoverability of working spaces.
- Provide robust searching filters based on users situational needs.
- Provide flexibility in terms of both discovering and reserving spaces.
- Informing users of real-time availability was crucial for both public workspaces and coworking spaces.
Timeline:
Empathize
Brainstorming:
Each group member contributed a number of ideas. We grouped the ideas into a few categories, then proceeded to vote on categories. From there, we voted on the idea we wanted to focus our project on.
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One of our team members (Christina) suggested the idea based on her recent experience as a remote learning college student and on-the-go freelancer. She expressed her struggle finding a proper work-life balance while working at home and a reliable workspace outside of it.
Note: Click on the images below to expand them
Each group member contributed a number of ideas. We grouped the ideas into a few categories, then proceeded to vote on categories. From there, we voted on the idea we wanted to focus our project on.
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One of our team members (Christina) suggested the idea based on her recent experience as a remote learning college student and on-the-go freelancer. She expressed her struggle finding a proper work-life balance while working at home and a reliable workspace outside of it.
Note: Click on the images below to expand them
Market Research:
While we collectively had experiences and grievances when it came to finding and utilizing workspaces, we had very little knowledge when it came to the market, the ecosystem surrounding it, and how the different stakeholders interact with it. Therefore, we decided to study the market, observe trends, understand the scope and needs of the target businesses and users.
While we collectively had experiences and grievances when it came to finding and utilizing workspaces, we had very little knowledge when it came to the market, the ecosystem surrounding it, and how the different stakeholders interact with it. Therefore, we decided to study the market, observe trends, understand the scope and needs of the target businesses and users.
i. Market Size
- The coworking industry has a large market size
- The coworking Industry includes 3 types of companies — Coworking space providing operators, Middleman Platforms, Coworking matchmakers
ii. Trends
- The coworking industry has a large market size
- The coworking Industry includes 3 types of companies — Coworking space providing operators, Middleman Platforms, Coworking matchmakers
iii. Target Users
- The coworking industry has a large market size
- The coworking Industry includes 3 types of companies — Coworking space providing operators, Middleman Platforms, Coworking matchmakers
iv. User Needs
- The coworking industry has a large market size
- The coworking Industry includes 3 types of companies — Coworking space providing operators, Middleman Platforms, Coworking matchmakers
Generative User Survey:
We conducted a survey to identify insights among a large sample size of potential users that were not captured through market research. In order to better understand thoughts, opinions, and attitudes towards coworking, we asked participants questions related to their experience working in a public place such as coffee shops, and whether they had tried coworking spaces before.
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We used the Qualtrics survey tool to build a 25 question-long survey and distributed it through the iSchool email list, iSchool Discord, as well as team members' personal social networks.
Note: Click on the images in the slideshow below to expand them.
We conducted a survey to identify insights among a large sample size of potential users that were not captured through market research. In order to better understand thoughts, opinions, and attitudes towards coworking, we asked participants questions related to their experience working in a public place such as coffee shops, and whether they had tried coworking spaces before.
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We used the Qualtrics survey tool to build a 25 question-long survey and distributed it through the iSchool email list, iSchool Discord, as well as team members' personal social networks.
Note: Click on the images in the slideshow below to expand them.
Stakeholder Interviews:
Along with creating surveys to gather more information about our problem space, we also designed generative interviews to gain a better understanding of our stakeholder's preferences, backgrounds, concerns, etc. We defined and divided our stakeholders into 3 categories — Hosts, Students, and Remote Workers.
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We created interviews to gain a deeper insight into how these stakeholders interact with our application space currently. What are their processes and difficulties are. We personalized interview questions for each of our stakeholders. Each of us interviewed at least two participants that belonged to our stakeholder categories
Along with creating surveys to gather more information about our problem space, we also designed generative interviews to gain a better understanding of our stakeholder's preferences, backgrounds, concerns, etc. We defined and divided our stakeholders into 3 categories — Hosts, Students, and Remote Workers.
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We created interviews to gain a deeper insight into how these stakeholders interact with our application space currently. What are their processes and difficulties are. We personalized interview questions for each of our stakeholders. Each of us interviewed at least two participants that belonged to our stakeholder categories
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Define
After compiling all of the data we gathered from our market research, user surveys, and interviews, we tried to identify some key points that we felt were valuable to the design of our platform and would be helpful to conceptualizing solutions to some of the key pain points we discovered.
Generative Survey Findings:
Through our user surveys, we were able to gather some crucial quantitative data. Our findings indicated that:
Through our user surveys, we were able to gather some crucial quantitative data. Our findings indicated that:
i. When working/studying remotely, most of our participants preferred to do so in coffee shops.
- We conceptualized a system where users could even reserve seating in coffee shops on-demand.
- We also thought of some special incentives like exclusive food or beverage discounts at select coffee shops to incentivize loyalty and engagement with our platform.
ii. Most of our survey respondents tended to discover public workspaces via word of mouth & social media.
- We made sure to have a social media aspect to our platform to aid in the ease of sharing of our application and help users choose between spaces.
iii. More than half (57%) of the survey respondents stayed anywhere between 3-6 hours in public workspaces.
- This prompted us to design the app such that users were able to book timeslots for workspaces in 1-hour long increments, which was contrary to our competitors, all of whom only offered space rentals in day-long increments or longer.
Stakeholder Interview Takeaways | Affinity Mapping:
Our stakeholder interviews allowed us to gain a deeper insight into our target audience, their pain points, and tendencies. While looking at this data we started noticing interesting patterns and commonalities between each of our interviews. To better synthesize and analyze this data, we decided to create an affinity map based on the generative interview data. Our interviews allowed us to gather crucial qualitative data.
Our stakeholder interviews allowed us to gain a deeper insight into our target audience, their pain points, and tendencies. While looking at this data we started noticing interesting patterns and commonalities between each of our interviews. To better synthesize and analyze this data, we decided to create an affinity map based on the generative interview data. Our interviews allowed us to gather crucial qualitative data.
Finding 1:Â Spaces are chosen based on unique characteristics
People tend to choose a space based on what they need at the moment and if the characteristic of space matches that need.
People tend to choose a space based on what they need at the moment and if the characteristic of space matches that need.
- Our application could highlight the features and characteristics unique to a space through something like tags and help people in their working space choosing process.
Finding 2: Factors that were considered when choosing between spaces
We discovered certain features that either exists in current applications/platforms or desired features that would help our users to make better decisions when choosing between spaces. Some of these features were customer reviews, photos, availability, typo of spaces, etc.
We discovered certain features that either exists in current applications/platforms or desired features that would help our users to make better decisions when choosing between spaces. Some of these features were customer reviews, photos, availability, typo of spaces, etc.
- We made sure that the design of our application supported the needs of our target audience but also highlighted some of them and placed them at a higher hierarchy based on data we had gathered on how our interviewees prioritized them.
Finding 3: Knowing the availability of workspaces was crucial
Our interviewers always complained that public workspaces like cafes and coffee shops were very volatile in terms of how busy they were at any given time. Especially with the student demographic.
Our interviewers always complained that public workspaces like cafes and coffee shops were very volatile in terms of how busy they were at any given time. Especially with the student demographic.
- We felt like this was a huge delighter for our application if we were able to design and implement a system that allowed our users to get real-time updates on how crowded or busy and what the availability looks like for a public workspace.
User Stories:
Based on the information we had gathered about our target users, we created some basic user stories to direct our ideation process to solve the problems of these users.
Note: Click on the images below to expand them
Based on the information we had gathered about our target users, we created some basic user stories to direct our ideation process to solve the problems of these users.
Note: Click on the images below to expand them
Ideate
After analyzing the data we had gathered through our market research, user surveys, and stakeholder interviews, we were able to gain a better understanding of our market space and define the pain points of our target users. We then moved on to conceptualizing features and solutions for our proposed platform.
Competitive Analysis:
Before we began ideating the core features and systems for our platform, we wanted to take a look at what our direct competitors were doing in the space to better inform us of some of the must-have features our platform should have.
Before we began ideating the core features and systems for our platform, we wanted to take a look at what our direct competitors were doing in the space to better inform us of some of the must-have features our platform should have.
We also looked at some indirect competitors and called out important features in each product to incorporate useful ideas from outside the coworking space marketplace sphere.
How Might We?
One way we approached the key pain points we had discovered was to conceptualize ideas and solutions through “How might we” questions.
One way we approached the key pain points we had discovered was to conceptualize ideas and solutions through “How might we” questions.
User Flow I
After defining features through our competitive analysis and how might we exercise, we designed our primary user flow with sticky notes. It was easy for us to swap the order or add missing pages by moving the notes.
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Our primary user flow consisted of our users starting from the home page to search for a workspace based on their needs and then reserving that space
After defining features through our competitive analysis and how might we exercise, we designed our primary user flow with sticky notes. It was easy for us to swap the order or add missing pages by moving the notes.
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Our primary user flow consisted of our users starting from the home page to search for a workspace based on their needs and then reserving that space
Low Fidelity Wireframes
Based on our primary user flow, we sketched low-fi wireframes using paper and markers. The sketches from the left to the right are homepage & search, search result page, sign-up page, and reservation page.
Based on our primary user flow, we sketched low-fi wireframes using paper and markers. The sketches from the left to the right are homepage & search, search result page, sign-up page, and reservation page.
Medium Fidelity Wireframes
We then used those sketches (low-fi wireframes) as a reference to create some medium-fidelity wireframes on Figma. These wireframes reflected the functionality required for users to go through our primary user flow.
We then used those sketches (low-fi wireframes) as a reference to create some medium-fidelity wireframes on Figma. These wireframes reflected the functionality required for users to go through our primary user flow.
Branding &Â Design System
During this time we also started coming up with ideas for the branding and design of our platform. We decided to brand our coworking app with a bee theme as bees are generally known to possess qualities such as diligence, teamwork, and self-motivation, qualities that remote workers generally possess.
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After branding, we created a design system. We decided on yellow as the primary color, which is symbolic of our bee theme. The design system helped unify the layout while we were all designing different parts of the platform simultaneously.
During this time we also started coming up with ideas for the branding and design of our platform. We decided to brand our coworking app with a bee theme as bees are generally known to possess qualities such as diligence, teamwork, and self-motivation, qualities that remote workers generally possess.
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After branding, we created a design system. We decided on yellow as the primary color, which is symbolic of our bee theme. The design system helped unify the layout while we were all designing different parts of the platform simultaneously.
Prototype
Prototype I
Using the medium-fidelity wireframes, we created the first prototype to test out the primary user flow and get general feedback on our proposed solution.
This prototype allowed users to:Â
1. Â Â Search for a space
2. Â Â Make a reservation
Using the medium-fidelity wireframes, we created the first prototype to test out the primary user flow and get general feedback on our proposed solution.
This prototype allowed users to:Â
1. Â Â Search for a space
2. Â Â Make a reservation
Designing the Homepage
From our findings, we found that word of mouth or googling for workspaces is the most common way how users found workspaces. When I designed the homepage, I designed it to be a discovery hub for the users to explore and find new workspaces around them based on various categories so they always had a variety of different spaces to pick and choose from.Â
We also discovered that users have a variety of different situational needs when it comes to workspace and each workspace has its own identity and features. I designed the search function to accommodate those needs by allowing users to select various different filters to sort out workspaces.
From our findings, we found that word of mouth or googling for workspaces is the most common way how users found workspaces. When I designed the homepage, I designed it to be a discovery hub for the users to explore and find new workspaces around them based on various categories so they always had a variety of different spaces to pick and choose from.Â
We also discovered that users have a variety of different situational needs when it comes to workspace and each workspace has its own identity and features. I designed the search function to accommodate those needs by allowing users to select various different filters to sort out workspaces.
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Presenting the Search Results
While we were designing the search results page, we were a little unsure of the importance and hierarchy of certain information. So we created two versions of the page. One more informational. The other is more functional by letter users reserve spaces straight from that page.
While we were designing the search results page, we were a little unsure of the importance and hierarchy of certain information. So we created two versions of the page. One more informational. The other is more functional by letter users reserve spaces straight from that page.
Showcasing the Workspace
The main goal of the workspace description page was to effectively market the space and highlight its features.
The main goal of the workspace description page was to effectively market the space and highlight its features.
Creating a flexible Reservation System
We designed the reservation to be as seamless, flexible and customizable to the user's needs as possible. The user can choose amenities, booking times, and the number of guests along with seat locations based on availability.
We designed the reservation to be as seamless, flexible and customizable to the user's needs as possible. The user can choose amenities, booking times, and the number of guests along with seat locations based on availability.
Test
Usability Test I
With the prototype we had created with the medium-fidelity wireframes, we conducted an unmoderated test on three people. Asking them to interact with the prototype to search for and reserve a space, with no special conditions.
We were able to gather some preliminary insight into our user flow and concept.
With the prototype we had created with the medium-fidelity wireframes, we conducted an unmoderated test on three people. Asking them to interact with the prototype to search for and reserve a space, with no special conditions.
We were able to gather some preliminary insight into our user flow and concept.
Findings:
Iteration
User Flow II
After we looked at our findings from the quick testing that we did on our med-fi prototype, we began iterating on our user flow and design of our screens. We fleshed out a longer user flow including login/signup pages, special conditions, and a view reservation step after the reservation is made.
After we looked at our findings from the quick testing that we did on our med-fi prototype, we began iterating on our user flow and design of our screens. We fleshed out a longer user flow including login/signup pages, special conditions, and a view reservation step after the reservation is made.
High Fidelity Wireframes
We also made improvements to our design based on the findings from our test. We increased the fidelity of these revised and additional screens based on the branding and design system we had created.
We also made improvements to our design based on the findings from our test. We increased the fidelity of these revised and additional screens based on the branding and design system we had created.
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Prototype II
Our second prototype was made using the new high infidelity screens to test out our improvised search and reservation pages.
The prototype allowed the users to complete three main interactions:
1. Â Â Search for a space without any filters
2. Â Search for a space with some filters
3. Â Make reservations based on some conditions.
Our second prototype was made using the new high infidelity screens to test out our improvised search and reservation pages.
The prototype allowed the users to complete three main interactions:
1. Â Â Search for a space without any filters
2. Â Search for a space with some filters
3. Â Make reservations based on some conditions.
Usability Test II
With the new high-fidelity screens, we performed our second round of usability testing. For this round, we were able to test our prototype with two people in person and three people online through usertesting.com with a semi-moderated structure. We also asked participants to express their feelings and opinions of our app through a think-aloud protocol for both in-person and online tests.
Our participants were tasked with searching for a space with no preferences, searching for a space with some special conditions, and booking the space with some parameters.
With the new high-fidelity screens, we performed our second round of usability testing. For this round, we were able to test our prototype with two people in person and three people online through usertesting.com with a semi-moderated structure. We also asked participants to express their feelings and opinions of our app through a think-aloud protocol for both in-person and online tests.
Our participants were tasked with searching for a space with no preferences, searching for a space with some special conditions, and booking the space with some parameters.
Test Script:
Findings:
Prototype III
We also created another prototype just to test out our “Work pass” that is used for the check-in & check-out process for a reserved workspace. In this prototype, we also teased out our “Buzz pass” with some screens describing what the buzz pass meant and what benefits the user would have.
This prototype allowed users to:Â
1. Â Â View upcoming reservation details
2. Â Check in
3. Â Check Out
4. Â View Buzz pass information
We also created another prototype just to test out our “Work pass” that is used for the check-in & check-out process for a reserved workspace. In this prototype, we also teased out our “Buzz pass” with some screens describing what the buzz pass meant and what benefits the user would have.
This prototype allowed users to:Â
1. Â Â View upcoming reservation details
2. Â Check in
3. Â Check Out
4. Â View Buzz pass information
Introducing the WorkPass
We designed the work pass to facilitate a smooth check in / check out process. It was important for us to make the check in / checkout process as simple as possible so that we could later incentivize this to facilitate our other systems like identifying availability, assessing loyalty etc.
We designed the work pass to facilitate a smooth check in / check out process. It was important for us to make the check in / checkout process as simple as possible so that we could later incentivize this to facilitate our other systems like identifying availability, assessing loyalty etc.
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Usability Test III
‍For this round of testing, we were specifically looking for insights and feedback on our work pass, check-in & checkout process, and the buzz pass. We performed the test on 6 participants on Usertesting.com with a semi-moderated structure. We also asked users to express their feelings and opinions of our app through a think-aloud protocol.
‍For this round of testing, we were specifically looking for insights and feedback on our work pass, check-in & checkout process, and the buzz pass. We performed the test on 6 participants on Usertesting.com with a semi-moderated structure. We also asked users to express their feelings and opinions of our app through a think-aloud protocol.
Test Script:
Findings:
Mockups‍
Welcome to WorkBee
This is the landing page and the welcome page. The first mockup is what a user sees when they first arrive on the WorkBee app. The second mockup is the popup that appears after they have signed up
This is the landing page and the welcome page. The first mockup is what a user sees when they first arrive on the WorkBee app. The second mockup is the popup that appears after they have signed up
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Browse through your personalized Explore page
This is the user's home base, the Explore page. A user can scroll through different categories of workspaces. The categories cater to the user's location and reservation history. Also included on the Explore page are CTAs for Buzz Pass and more information on WorkBee's cause.
This is the user's home base, the Explore page. A user can scroll through different categories of workspaces. The categories cater to the user's location and reservation history. Also included on the Explore page are CTAs for Buzz Pass and more information on WorkBee's cause.
Learn more about a workspace & start booking
The workspace details page gives the user more information about the space type, amenities, rules, and reviews. Users can even view available time slots and conveniently reserve in just a few taps.
The workspace details page gives the user more information about the space type, amenities, rules, and reviews. Users can even view available time slots and conveniently reserve in just a few taps.
Contactless check-ins and reservation-less VIP access with Buzz Pass
WorkBee offers contactless check-ins with a QR code to all users. But Buzz Pass owners can study in select workspaces without reservation and with countless perks.
WorkBee offers contactless check-ins with a QR code to all users. But Buzz Pass owners can study in select workspaces without reservation and with countless perks.
Final Prototype
Try NowTakeaways
Dedicate more time to user testing
Our team spent a lot of our time & effort in the Define phase doing research, leaving us with very little time to design prototypes and user tests.
Our team spent a lot of our time & effort in the Define phase doing research, leaving us with very little time to design prototypes and user tests.
Test earlier during the design process
We created low to high-fidelity wireframes. However, we began designing mid-fidelity screens before we began testing the low-fidelity screens. Because we were short on time, we had to iterate before even testing.
We created low to high-fidelity wireframes. However, we began designing mid-fidelity screens before we began testing the low-fidelity screens. Because we were short on time, we had to iterate before even testing.
Appendix
