Utilized networking strategies to enhance collaboration within the co-working space
Project Overview 🔎
Problem Statement: The Park is growing in a competitive market differentiating us with our community as our core position. The whole market is now moving toward more dynamic member activities and we need to continue to lead that position with innovative steps by elevating the existing business model ́s different perspectives using the power of network thinking. We also now want to take a bigger leap and transform the core business from workplace towards community harvesting the values of GROWING TOGETHER!
Client’s info: The Park is a personal and creative co-working community with space for all types of people, companies and organizations in Sweden, which apply the slogan, we grow together concept
Project Background 💭
This project is a part of the Power of Network module, which explores existing networks and building new ones. Tools to construct, map, measure, observe and sometimes manipulate networks applied to real client projects.
Question of Design
**How can we improve the self-reinforcing “algorithm” (habit) of member collaboration?
How can we move from a “space rental” scheme to an experience delivery service for its members?**
LOOK AT THIS CHALLENGE In two speeds: challenge and opportunity.
- No sense of community
- Communication lacks coherence and persistence.
- Sense of too much digitalisation
- There is a brand installed
- There are physical spaces
- There is a track record
Agile Roadmap
Research Methodology
Systematic Approach to Understanding the Complexity of the Challenge
Communication:
Key Findings 💡
Communication:
- Inconsistent Use of Social Networks:
- “Events are not for connecting with others”
- No defined visual identity in postings.
- Lack of an institutional “voice.” What is The Park’s voice?
Experience:
- Strengthening the Emotional Connection with the Space:
- “This is just an office for me”
- Goal:
- Transform the space into an experience people want to be part of, making it feel like more than just an office.
Culture:
- Seeking Human Connection Over Digital Interactions:
- “They became so digitized that they lost human contact”
- Issues:
- Lack of offboarding process to understand why people leave.
- Existing digital solutions are used primarily for transactional purposes.
Ecosystem of Solution
Enhancing Internal Communication: ◦ We recognize a need for improved internal communication, particularly in maintaining consistency with our social media postings. ▪ Our aim is to effectively communicate and showcase internal community activities. Elevating Member Experience: ◦ Our members often perceive the Park as solely a working space rather than a dynamic co-working environment. ▪ We’re committed to fostering emotional connections between our members and their workspace. Fostering a Vibrant Park Culture: ◦ While we embrace technological advancements to enhance member experiences and operational efficiency, we also understand the enduring importance of human connection. ▪ Technology facilitates efficiency, but it’s the human interaction that truly enriches our community.
Solution #1 Communication
- Increase Participant Engagement
- Unique Tone Of Voice
- Create Coherent Visual Identify
Value Proposition #We create a natural environment to grow together
We will build a reputation and positioning of The Park as a brand that creates a natural environment for the unification and mutual growth of community members by naturally involving them in our communication.
Natural Creating Instead of Paying
Social Media Strategy
The Park
- Creative tools /AR, AI, CG
- Actual Memes
- More creative Reels
- Influencers in The Park
- Members Success Stories
- Tour de Park
- Alumni Honor Board
- Professional Research and Trend reports
- Members Success Stories (and Fails, of course)
- Tour de Park (All floors Video tour for members by members)
- Alumni Board their success stories)
Member Achievement: Celebrate monthly member achievement to encourage and inspire success case of member who join the Park.
Partnership and Collaboration
Who?
Creative Community (Alumni and students of Hyper Island, Berghs Communication School, Art schools and universities, etc.) Like AKQA & Future Lions (Volvo in 2023, Lego in 2024)
How?
Give a brief for creative/art competition about ThePark and Sustainability
Main prize – Idea realization, $Prize, free spaces, investments, etc.
Why?
Business reputation
It will help to provide our values on our potential audience, future creative entrepreneurs.
PR-value, free media publications
The Park is not just a space. It’s an Environment.
Solution #2 Experience
“We aim to establish an exceptional membership process for our park, enhancing our community’s experience of utilizing the co-working space beyond their expectations. Our goal is to foster human connections within the park, increase member engagement, and promote a sense of ownership through targeted campaigns that improve the park.”
Solution #3 Culture
Final Recommendation: Growth at the park is not merely about expanding the space, but about cultivating a vibrant culture. We aim to develop key components such as communication and experiences that shape this culture. This process is akin to the story of the blind men and the elephant: although people cannot see the intangible culture, they can feel and imagine it based on their interactions. Our goal is to create a park environment that people not only use but also feel deeply connected to and inspired by.
🚀 Culture is changed by small things, every day. Changing culture requires courage and perseverance. It’s all to be done.
What I learned 🤓
In this project, I gained valuable insights into how networks function within an organization to build a community in a co-working space. I developed a deeper understanding of the co-working space business model. The primary reason people join co-working spaces is not for advanced technology, but to connect with others and expand their networks. Additionally, during our research process, which involved gathering both qualitative and quantitative data, we found that co-working space members were eager to participate and provide feedback. This indicates their desire to be an active part of building the community, rather than simply purchasing a membership package for services.
be. design lab 