Zurich - Mark Lane Business Lounge

Designing a world-class business environment

Challenge

Our aim was to develop a people-centric brand experience in Zurich’s new flagship office in central London. The focus was on the 10th floor business lounge -  a place designed for brokers and underwiters to meet, do business and socialise. The challenge in designing this experience lay in controlling access to the space, managing security concerns and also encouraging people to visit in the first place. 

Solution

The team carried out an ethnographic study in the Zurich London Underwriting Centre in which we spoke to visitors and staff, and from this distilled our findings into a set of user personas and a user journey model, visualising all journeys into a single experience map. We used the map to identify issues, and to seek opportunities to improve the user experience in an innovative, cost effective, and brand appropriate way. 

During this process of understanding how people interact with the space, and how they hoped to be able to work, the team defined a future state user journey that solved most of the more difficult points in the user journey, as well identifying several critical gaps in the experience which would have been otherwise missed.

This Brand Experience Strategy was used by a multidisciplinary team of architects, technologists, human resource and estates staff to prioritise their requirements for the subsequent interior build and provide the context for delivering a flagship premium brand experience on the 10th floor.

My role

Project definition, workshop facilitation, user interviews, experience direction.