Customer Experience + Innovation
Business Link / Skanska
We supported one of the leading providers of flexible and coworking office spaces (Business Link, owned by Skanska) in standardizing services, designing a comprehensive customer journey, and developing new business models and innovative solutions, resulting in improved service quality, higher customer satisfaction, and a stronger market position in the rapidly growing coworking sector.
Challenge
Our client was one of the leading providers of serviced and coworking office spaces, whose investor—and now owner—is Skanska, a multinational construction company. The project began during a period of rapid expansion in the coworking market, which was just starting to take shape in Poland. Up to that point, only a few organizations had managed to establish a recognizable nationwide coworking network. One such organization was AIP, which, leveraging its experience with coworking spaces within Entrepreneurship Incubators, launched its first premium spaces.
As the market grew dynamically, the company faced the challenge of better adapting its services to customer needs while also standardizing its offerings and service quality. Our collaboration aimed to:
- Analyze the experiences of both Business Link users and employees,
- Develop a comprehensive customer journey, taking into account different types of organizations—from freelancers to multinational corporations—and map the entire customer lifecycle,
- Standardize services, customer service processes, and overall service quality,
- Identify customer needs, patterns of space usage, key satisfaction drivers, and areas for optimization,
Discover new areas for growth, where Business Link could introduce innovative products and services to strengthen its position as a market leader in the coworking sector.
Approach
To achieve these goals, we assembled a multidisciplinary team comprising specialists from Business Link and Skanska. Using Human-Centered Design and Service Design methodologies, we focused on deeply understanding Business Link customers and the key factors shaping their experience.
Our approach included:
- Identifying core customer segments, including both existing and potential users, along with their expectations and needs,
- Conducting extensive qualitative research—including interviews, observations, and comparative analyses—to gain deeper insights into actual user needs related to workflow organization, ergonomics, financial aspects, collaboration, community engagement, and business development,
- Developing a complete customer journey and service blueprint, mapping the entire customer lifecycle—from initial brand interaction to space usage and service completion,
- Performing a methodical analysis of all touchpoints, which allowed us not only to map the current state (AS-IS) but also to design a future-state service model (TO-BE), incorporating key elements such as training programs, materials, policies, and tools,
Analyzing research findings and global trends, including the shift toward remote and hybrid work models, the rise of the gig economy, and the continued growth of coworking and shared office spaces worldwide.
Results
100
Ideas
1
Solution prototypes
As a result of our work, we developed new customer service processes for Business Link, leading to improved service quality and higher user satisfaction.
Key project outcomes:
- Generated over 100 ideas for improvements and innovations in office space design, service offerings, and the business model,
- Designed a comprehensive onboarding process for both employees and clients, streamlining the adaptation of new users to coworking environments,
- Developed a unique selling proposition (USP) for the service and key marketing material guidelines, supporting Business Link’s communication strategy,
- Created nine new business model concepts, covering areas such as proptech, real estate, and coworking,
- Tested and validated three business idea prototypes, including:
- Coworkin’
- mo_bli
- find your neighbour
Our efforts not only enabled Business Link to adapt to dynamic market changes but also helped the company develop a strategic roadmap that ensures a competitive advantage and reinforces its position as a leader in the shared and coworking office space industry
