Client
Helsinki Airport
Supporting artisans in redefining their value proposition.
About Antwork
Antwork is a technology company powering co-working spaces in Europe & the Middle East. It provides private offices & shared spaces within a global Antwork community.
Challenge
Antwork sought out a better user experience for its mobile app. The challenge was to find new avenues to connect the space to the needs of the people using it.
Accomplishments
With rigorous research and service design tools and methods we introduced ‘customized plans’ which gave autonomy to the user over his purchases and space. Alongside it we found opportunities to augment the experience by introducing a wallet, perks, a time tracker and more.
My Role
Service Designer / Researcher
Design Strengths
Design Research, Design Strategy , UX Design, Service Design
Project Collaborators
Davina Attalah (Service Designer)
Nour Hazim ( UX / UI Designer)
Design Methods Used
Stakeholder Interviews / Stakeholder Co-creation Workshop
competitive Analysis
Usability Testing
Desk Research
Contextual Observations
User Interviews, Co-creation workshops
Value Proposition Canvas
Customer Value Wheel
Service Design Blueprint
Affinity Diagramming
Phase 1 Kickoff
Goal
Identify stakeholder’s long term and short term business objectives
Understand their business model, value proposition, main revenue channels, and potential opportunities they have identified.
Identifying target groups to research
Framework Stakeholder Interviews
Identify stakeholder’s long term and short term business objectives
Understand their business model, value proposition, main revenue channels, and potential opportunities they have identified.
Identifying target groups to research
Learnings from stakeholder interviews
Immediate goals: increase the people that are subscribing to the space, understanding how they can rival their competitors who are mostly coffee shops, and become a technology driven company that powers unused spaces and tap into the real estate market.
This meant that their technology offering had to be seamless, and to make it seamless they needed the users to feel like it was seamless first. Because when the customer base is bigger then the revenue would allow them to further invest in spaces locally and internationally.
Phase 2 - Discovery
Goal: Identify long term and short term business objectives and set a communication plan, a prioritization timeline, and potential people that can get involved.
User Base
Residents are Antworkers that own office space or work at an office in antwork
Nomads are passerby’s that sometimes sit in the coffee shop, attend networking events, or just come and visit an antworker
Subscribers are on plans with a dedicated desk,
Current State Evaluation & Usability Test
The next step was to observe and record user insight from the interaction with the current state of the app. I asked 15 people with different relationships to Antwork to describe their pains and gains of interacting with the user interface. This opened up research areas into their behaviors in the physical space.
Learnings from Usability Test
There is a general unanimous frustration in the interaction with the current app. This includes not only issues of responsiveness, but clutter, inability to find what is needed in the right time, ineffective information, controls that are are personalized, inability to comprehend the credit based system, and customers even said they barely used it as they see no benefit other than opening doors.
3. UX Scope / Identifying Pain Points
The usability test gave insight into which areas we should be further researching and innovating in. While at surface level it seemed that there were in fact redundancies and elements that weren’t fit for all users to see. The main learning was opening up these different sections for further behavioral research.
Understand & Research
Qualitative Research
The main point of the research was to ask in a one on-one and group interview format the different behaviors and needs in all the affected UX scope areas. This also meant that we needed to include questions to meet the stakeholder objectives for their customers.
The questions encompassed Plans, Bookings, Service Exchange, Services, Purchases, Credit Payments, Community, Calendar,
For Residents ( Office Owners and Employees)
Group Session
The group sessions are beneficial for employees sharing a fixed office space. The space controls, bookings, purchases, change from office owner to employee.
For Subscribers (Dedicated Desk, Hot Desk, Nomads.
User Interviews
The interviews reveal behavioral differences between subscribers, employees in offices, and just visitors. Each user group has different control over space, spending, etc.
Everyone using or interacting with the space including the employees.
Contextual Observation
Going to community guides to book meeting rooms, fighting with printers and credits, trying to log into another co-working space to see the plans are all part of the contextual observation.
Phase 4 - Analysis & UX Strategy
Aggregating Research
Plans
The fixed plans don’t illustrate what is left of the bundles and it is hard to add things on.
Space Controls
Space controls are only relevant if you are in charge of an office.
Credit System
The credit system is confusing when dealing with diverse units such as paper, meeting hours, access days.
Space Mood
Describing spaces by mood, sound isolation, capacity, etc.
Statistics
Average spending, average time spent, are all things that can bring meaning when tracked.
Perks
Could people be rewarded for staying long, or doing community exchanges or helping others out?
Tracking
Can the time entered and exit and time spent in meetings be reflected like the sleep graph on an iPhone?
Phase 3 - Strategy
Objectives
After assessing the project scope it was clear that the business offering had to be redesigned and only then the app would follow.
Design + Business Strategy
Antworkers feel like they the fixed plans are not being utilized properly because of their different needs, for that reason we created the marketplace.
Phase 5 - Design Solution
the marketplace
Residents, Subscribers (Hot deskers), walk-ins, can all access the marketplace for all services.
Meeting Rooms, Access Passes, Services from other member in the community, food and beverage, printing, internet services, lockers, just about anything is now on the marketplace. Rather than getting pre-fixed plans by Antwork, you can build your own plan and see the progression of it.
Can we show through a star how much time is remaining?
In the initial sketches we look into how the front page of the app or the wallet would look.
Phase 6 - Implement
UX design
The new app gives autonomy through customizable plans
Subscriptions clearly show what needs to be replenished. In old plans some services were remaining untouched which drove people away from committing to plans.
My Plan
My Balance / Wallet
The front balance shows everything from meeting room hours to access days, something that was not there before.
Front page clearly showcases events of the day, ongoing subscriptions and purchased items.
Top Up and records are directly on the tab of the selected purchase
The Marketplace
The front page of the marketplace lets you browse through diverse offerings form events to booking a meeting room.
Booking a meeting room
My account
Users can also access all the marketplace on the left tab.
Statistics.
The interaction with the co-working space can give insight into spending habits, arrival time and average time spent in meetings.
Space Control
Another added feature is allowing residents and hot desires to access their space controls in their office and have and give access to them for everyone.
Conclusion
The business model is now being tested, and the implementation of this suggested wireframe is being discussed.