The Wing v1
Design research and journey mapping with the rapidly-scaling network of dynamic work community spaces for self-identifying women.
Design Research (Organizational, Community & Inspiration)
Experimentation with Prototyping & Validation
How might we increase intimacy between Wing Women and deepen their loyalty and engagement as The Wing scales internationally?
We were tasked by The Wing to understand the journey of current and future “Wing Women” and to better understand their needs and desires for membership and community.
We conducted design research with 14 Wing employees, 30+ Wing Women, plus additional research with women in comparable networks to understand The Wing experience and journey from start to finish — from first hearing about The Wing and applying through becoming a member, starting on your first day, and engaging with the community r over time.
Based on our insights, Sharehold developed a journey map and identified moments of opportunity to deepen community intimacy, loyalty, and engagement.
In a co-design workshop with The Wing’s leadership, we co-created 5 experiments/prototypes to address these moments of opportunity. Sharehold tested the prototypes and evaluated success.
One experiment moved forward — a buddy matching tool. Sharehold custom-built a system for matching members, which is now used by thousands of Wing Women nationally and( soon) internationally, as part of their Wing journey.
Designed 5 experiments, including the buddy matching system that exceeded engagement targets by 4X and scaled globally
Facilitated2 co-design workshop
Designed the journey map for the current member experience
Interviewed 14 team members and 30+ women
Surveyed non-Wing members to learn about external perceptions
Sarah Judd Welch