Real Estate Development Company
Reimagining the Digital Workplace Experience
During my summer internship with a real estate development company, I developed an individual capstone exploring the future of its digital tenant experience. I analyzed the existing app, researched alternative platforms, and gathered stakeholder insights to understand needs across departments. From there, I created future-state app mockups and developed a strategy for a new tenant experience, including platform recommendations, a launch campaign, large-scale launch event, and ongoing activations to drive adoption and engagement.
The Problem: The existing app supported important tenant needs, but there was an opportunity to create a more connected, intuitive, and engaging everyday experience.
My Challenge: How might the company evolve its digital platform to better connect tenants with their workplace, community, and surrounding experiences?
Role: Summer Marketing Analyst | Project: Individual Capstone | Timeline: Summer 2026
To respect company confidentiality, identifying information, internal materials, and proprietary visuals have been omitted or generalized. This case study focuses on my process, approach, and key learnings.
My Process
Market + Competitive Research
DISCOVER
UX + Stakeholder Research
UNDERSTAND
Future-State Experience
ENVISION
Launch + Engagement Strategy
ACTIVATE
I approached the capstone from both a user and business perspective, moving from research and experience analysis to product recommendations, launch strategy, and long-term measurement.
UNDERSTANDING THE CURRENT EXPERIENCE
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Gathered perspectives across teams to understand tenant behavior, engagement patterns, operational workflows, and recurring user needs.
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Evaluated the current digital journey to identify points of friction and areas where the experience could become more intuitive.
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Studied digital platforms and lifestyle experiences to understand what creates engagement and gives users reasons to return.
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Mapped how users move between workplace information, events, amenities, perks, and everyday needs.
FOUR THEMES EMERGED
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Users expect digital experiences to be fast, intuitive, and require minimal effort.
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Everyday utility creates stronger reasons to return.
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Relevant, timely communication is more valuable than generic messaging.
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Events, experiences, perks, and exclusive value can strengthen engagement.
Key Findings
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Reduce friction in everyday interactions
The research revealed opportunities to make common tasks easier and reduce barriers that could cause users to disengage.
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Make the experience feel relevant
Instead of giving every user the same experience, personalization could help surface more relevant information, recommendations, and experiences.
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Create one connected workplace experience
The biggest opportunity was to think beyond individual building tasks and connect workplace services, amenities, experiences, and community within a more unified ecosystem.
Final Solution
To bring the concept from vision to adoption, I developed a comprehensive launch strategy designed to introduce the new digital experience, build excitement, and encourage long-term tenant engagement. The strategy centered around a large-scale experiential launch event where tenants could learn about the platform, watch a live demonstration, download the app on-site, and experience the new brand through networking, food and beverage, and giveaways.
I also developed supporting digital and physical marketing touchpoints, including teaser communications, signage, newsletters, and launch collateral to build awareness before and during the event. Beyond launch day, I proposed recurring pop-ups, giveaways, and tenant activations that would give users continued reasons to return to the app, helping turn the initial launch into sustained adoption and engagement.
What I Learned
Experience + Brand Strategy
POSITION
Go-to-Market Planning
LAUNCH
Tenant Engagement
ACTIVATE
Success Framework
MEASURE
This project challenged me to think beyond a single marketing campaign or interface and consider the entire experience surrounding a product. I learned how to synthesize stakeholder and user insights, identify experience gaps, translate research into a future-state product vision, and consider how that vision could be positioned, launched, measured, and scaled. Most importantly, I learned that strong product strategy connects user needs with business objectives, and considers what happens after the design is complete.
Skills Developed: UX Research · Stakeholder Interviews · Competitive Analysis · Journey Mapping · Product Strategy · Marketing Strategy · Experience Design · Presentation Design