Work Mode On, Hunger Off
WeWork Now (formerly Made By We) was an on-demand co-working space in the heart of NY's Flatiron district, offering four core services: 1) on-demand workspace, 2) night & weekend events, 3) a Bluestone Lane partnership, and 4) a retail shop.
Leveraging sales data from the workspace café and insights from past user research, we identified an opportunity to introduce a food delivery service—allowing guests to stay focused on their work or meetings with minimal interruptions.
Role:
Product Designer
What I Did:
Research
UX/UI
Service Design
iOS App
Web App
WeWork Now was a one-of-a-kind space with multiple working environments across three levels.
The Vision
We sought to integrate food and beverage ordering into the mobile app to boost average order value, streamline the process, and enhance guest satisfaction.
Service Design
I worked with Experience Managers and the Blue Stone Lane staff to understand the existing experience, identify pain points and highlight opportunities for improvement.
Mobile App Design
Our goal was to integrate this feature seamlessly into the existing app ecosystem, align with familiar food ordering patterns, and minimize technical complexity for the MVP.
We introduced a new tab for the food ordering experience and leveraged the existing Account tab infrastructure to display past orders.
We streamlined the menu structure, accepted orders through the app, and processed payments via a mobile POS, enabling a fast and efficient launch.
MVP APPROACH
Our MVP strategy leveraged a ‘Wizard of Oz’ approach for order submission, with Experience Managers acting as intermediaries. This method resolved existing issues with incorrect orders while enabling a rapid launch.
Process & Outcomes
We kicked off this project with the goal of launching an MVP within 10 weeks. To meet this timeline, I developed and managed an efficient research and design schedule, ensuring we gathered key insights from all stakeholders—including users—while iterating through three rounds of design concepts.
Unfortunately, this project concluded in Fall 2019, during a period of significant turmoil at WeWork. Shortly after launch, the company pivoted its business strategy, and our team was reallocated to exploring how to introduce an on-demand co-working experience to legacy WeWork locations.
The Team:
Design: Nate Baker, Chris Meyers
Product: Meg Duesterdick, Tania Kattus
Lead Engineers: Gang Cao, Paul Miard
Design Technologist: V Jinangkul
