Hana Workspaces
Creating integrated customer experiences connecting physical workspace technology with seamless digital platforms, driving business growth through holistic customer experience design across U.S. and U.K. markets.
Hana (A CBRE Company) created well-crafted, tech-enabled flexible workspaces that bridged physical environments with intelligent digital ecosystems to inspire great work. As Director of Digital Product Design, I led the creation of every digital touchpoint throughout the customer journey, transforming how small to enterprise teams experience and interact with smart workspace technology.
The Challenge: Connecting Physical and Digital Worlds
When I joined, Hana had a compelling vision and beautifully designed physical spaces launching across Dallas, California, London, and Manchester. However, the digital infrastructure and user experience touchpoints were disconnected from the physical environment. My mission was to create seamless integration between IoT-enabled workspace hardware and the digital platforms that would deliver exceptional hospitality and operational excellence.
Hardware-Software Integration Leadership Built brand-led design systems that connected:
IoT sensors and smart building technology facilitating space utilization, air quality, and environmental controls
Enterprise SaaS platform for space booking, team coordination, and facility management
Member mobile application providing real-time space availability, personalized recommendations, and seamless check-in
Marketing funnels and acquisition platforms targeting small companies through enterprise customers
Emotional Experience Design Philosophy
Embraced the Japanese concept of Omotenashi – anticipating user needs with wholehearted hospitality. This philosophy guided every design decision, ensuring each digital interaction felt as thoughtfully crafted as the physical space experience. We designed for emotional resonance, creating technology that felt invisible yet indispensable.
Team Building and Cross-Functional Partnership
Built multi-disciplinary design team from 0 to 5 designers, establishing best practices for customer experience design, user research, and brand storytelling
Created unprecedented collaboration between architects, interior designers, marketing teams, and product designers to ensure brand coherence across physical and digital touchpoints
Partnered with product and marketing teams to develop 360-degree customer experience strategy spanning multiple markets and cultural contexts
Business Impact and Market Expansion
Drove 48% business growth through optimized customer acquisition funnels and enhanced member retention
Successfully launched in 5 markets (Dallas, California, Virginia, London, Manchester) with consistent experience quality
Established scalable design processes that enabled rapid market expansion while maintaining design excellence
Increased enterprise client acquisition through seamless B2B platform integration and white-glove digital onboarding
Key Innovation: Physical-Digital Experience Translation
Developed design methodologies for translating the warmth and hospitality of physical spaces into digital interfaces. This included creating digital design languages that reflected architectural elements, incorporating biophilic design principles into UI patterns, and ensuring every digital interaction reinforced the premium, hospitality-driven brand experience.
Cultural and Market Insight
Successfully adapted the core experience for diverse cultural contexts across US and UK markets, demonstrating deep understanding of how different professional cultures interact with workspace technology and hospitality services.
Director of Digital Product Design
@ Hana (A CBRE Company)
2019-2021
DIGITAL PRODUCT DESIGN TEAM:
Don Eschenauer - Design Strategy, UX / Product / Service / Brand Design
Jaime Yong - Design Lead / Visual Design
Rosa Moran - User Experience / Research
Oleh Nedilko - Product Design
Sai Gautam Pulikanti - Product Design
MARKETING TEAM:
Lindsay Wester - Brand Director
Aaron Winston - Brand Content Strategy / Copy
Marissa Netley - Marketing Manager / Design
ARCHITECTURE / INTERIOR DESIGN TEAM:
Andrew Kao, AIA , Rebecca Dale, RA, Pyline Tangsuvanich, RA, Claire Keane