CJM x Mindspace case study - Ester Cinelli

Mindspace was chosen for this customer journey map because it offers a premium, design-focused co-working experience aimed at people who need a consistent place to work outside their home. Unlike competitors like WeWork, Workbar, and CO+HOOTS, Mindspace prioritizes atmosphere, comfort, and daily productivity over things like massive scale or intense community networking.

The project centers on a remote professional working as an individual, which fits the brief's focus on understanding the personal experience of using co-working spaces. This angle made it possible to dig into both practical and emotional elements—how someone discovers the service, decides to join, gets set up, and uses it day after day.

The journey map came together through research into Mindspace's website, membership tiers, facilities, and how they position themselves. Each stage shows what users actually do and where they interact with the service. The thoughts and feelings attributed to users are based on typical patterns and expectations among remote workers.

Problem areas emerged by looking at points where users might feel unsure, encounter obstacles, or find their needs aren't quite met—especially when choosing a plan, visiting for the first time, or going through onboarding. The recommended improvements are practical and achievable, designed to smooth out rough patches, communicate more clearly, and better support individuals throughout their time with Mindspace.