Co-Working Space Member Journey Map

Project Overview

This customer journey mapping project demonstrates practical application of service design methodology to improve co-working space experiences. The objective was to identify pain points and opportunities for enhancement across the entire customer lifecycle, with a focus on creating actionable insights for service improvement.

Research & Selection Process

1. Competitive Analysis Framework

Research Methodology: This includes the competitive landscape analysis of co-working spaces namely:

• WeWork: Global leader with 600+ locations, enterprise-focused model
• Workbar: Boston-based, wellness and community-focused approach
• CO+HOOTS: Arizona-based, innovation and entrepreneurship emphasis

Market Gap Identification: While these competitors dominate North American/European markets, there was an opportunity to study a co-working space specifically designed for the African entrepreneurial ecosystem, which faces unique challenges and opportunities.

2. Co-working Space Selection: Westerwelle Startup Haus

Why Westerwelle Startup Haus was chosen:

Strategic Geographic Coverage:

• Multi-country presence: Rwanda (Kigali), Tanzania (Arusha), Tunisia (Tunis), Kenya (Mombasa)
• Cross-border connectivity: Enables study of complex user journeys involving regional expansion
• Emerging market context: Provides unique insights different from saturated Western markets

Differentiated Business Model:

• Foundation-backed sustainability: Unlike VC-dependent competitors
• Entrepreneurship-focused: Beyond workspace to include incubation, mentorship, acceleration
• Government partnerships: Regulatory support and ecosystem integration
• Technical infrastructure: Advanced makerspaces and reliable connectivity

Research Value:

• Complex user needs: Entrepreneurs face infrastructure, funding, and regulatory challenges
• Community-driven approach: Strong emphasis on relationship building and mutual support
• Measurable impact: Track record of startup creation and job generation
• Cross-cultural insights: Operating across French, English, and Arabic-speaking markets

3. User Persona Development: Leila, Tech Startup Founder

Persona Selection Rationale:

Leila represents a typical tech entrepreneur who would utilize Westerwelle Startup Haus services, not a specific vertical focus. Here's why this persona was chosen:

Representative Demographics:

• Age 29: Reflects the entrepreneurial sweet spot with experience but growth ambition
• Location (Kigali): Rwanda's supportive tech ecosystem and WSH's flagship location
• Health tech focus: Used as a sample vertical to demonstrate sector-specific challenges that any tech founder might face
• Growth stage: Beyond MVP but pre-scale, representing WSH's target demographic

Universal Founder Challenges:

• Professional workspace needs for credibility with investors/clients
• Access to mentorship and expert networks
• Regulatory navigation (applies to fintech, edtech, agritech equally)
• Cross-border expansion support
• Community and peer learning opportunities
• Infrastructure reliability (internet, power, meeting spaces)