Workbar CJM

This project explores customer journey for Workbar, a Boston-based coworking chain, to uncover friction points and opportunities to improve the customer experience both online and on-site.

1) WorkBar Values and Unique Sales Points

Workbar is a Boston-area coworking network designed to help individuals and small teams work productively, with options for focused quiet work and team-friendly setups.

It provides practical value for small businesses through flexible workspace plans (including TeamShare and Private Office Suites) and add-ons like a virtual business address.

Its USP is offering clear, productivity-oriented choices including spaces for concentration, spaces for collaboration, and easy ways to support hybrid routines without overcomplicating the decision.

Workbar touch points include:

• Workbar site with book a tour feature
• Workbar location
• Personalised service guided by front-desk / coworking administrator

2) Competitors Overview

Workbar has 3 main competitors in Boston area:

• WeWork, the trusted coworking chain operating workspaces across 120 cities in 37 countries
• Regus, the international workplace solution provider with multiple options operating worldwide
• Industrious, the boutique workplace solution for small teams

All three of Workbar’s competitors offer the same online customer touchpoints:

• A website with a locations overview and multiple package options
• Customer support (phone and email)
• A customer management platform (web or app) that enables self-serve booking

3) User Persona Profile

To better understand Workbar’s target persona, I reviewed the customer success stories on Workbar’s case studies page , which highlight how different clients achieved their goals by choosing Workbar.

Jake Smith is an imaginary persona built from Workbar’s case studies. He combines the shared challenges and goals of the entrepreneurs whose stories are featured in those articles.

4) Customer Journey Map

Workbar CJM includes all steps from awareness to loyalty structured to identify strengthens and weaknesses of customer experience. Customer journey from Awareness to Conversion is relatively easy since Workbar provides easy tour booking for new customers and guided tours with personalised options.

Meanwhile, Retention and Loyalty stages include frictions since space will be used not only by Jake, but by his teammates as well. As a manager, Jake wants to understand if his team visits coworking and how frequently and Workbar does not offer customer management platform with bookings as its competitors do.

5) Areas for improvement and possible next steps

Currently Workbar operates as a boutique solution for small business owners and does not offer self-bookings, email confirmation and other options relevant for small business owners who want to shift from remote to hybrid work.

Online Touchpoints Improvements include:

• landing pages variants testing with services description for small business owners for Awareness stage
• monthly price calculator based on team members count to ensure price clarity and remove friction for Consideration stage
• customer management platform (web or app) that enables self-serve booking for Retention stage

Onsite Touchpoint Improvements include:

• workshops from teams switching from remote to hybrid
• training front-desk / coworking administator to handle payments from startup finance team directly to smooth decision-maker experience