Product, Service Design & Innovation Leader
Product Design Strategy
The Challenge
HubbleHQ had just shifted its value proposition post-COVID—from helping people find long-term office space to enabling flexible access through the **Hubble Pass**, a system for booking day passes to co-working spaces.
This rapid change introduced a complex product landscape, unclear messaging, and inconsistent user experience across the platform.
Design as a function was still emerging, with no shared design language, unclear ownership, and limited integration with product and engineering.
The challenge was not just to improve the product—it was to **build and scale a product design function** that could align with business goals, deliver measurable value, and evolve with the company’s hybrid work mission.
Role:
Head of Product Design, Research & Service Design
Company:
Omnipresent
Initiative:
Design Challenge at Omnipresent - HubbleHQ Head of Product Design
The Approach
As the newly appointed Head of Product Design, I proposed a **6–12 month design capability strategy**.
This began with a **diagnostic phase** to assess product maturity, process gaps, and team structure.
I outlined a dual focus:
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Strategic Design Integration – Elevate design beyond surface-level aesthetics to a key driver of product strategy and team collaboration.
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Operational Design Maturity – Introduce sensible defaults, shared rituals, and scalable processes across all squads.
Key principles included:
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Embed lean service design across all streams, not just product—spanning marketing, customer support, and operations
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Prioritise **deep research + fast experimentation** to validate big bets without slowing delivery
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Audit the full end-to-end journey, from awareness to booking, to identify friction and opportunity
I proposed a cross-functional, scalable squad model supported by a core set of tools and rituals.
Highlights included:
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Design Capability Assessment & Workshop** – One-day diagnostic to understand current-state practices and stakeholder needs
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Design System Initiative – Launch of a unified **Hubble Design Language** to create consistency and improve usability
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x Proposed Squads, aligned to customer and host journeys:
B2C:
Onboarding & Awareness
Search Experience (incl. Map, Alerts, Commute Calculators)
Booking Flow (optional based on needs)
B2B:
Host Experience
Commercial (Credits, Conversion Nudges)
Shared Services: UX Content Writer, UX Researchers across streams
Team Rituals & Governance:
Weekly design critiques, skills drills, async feedback loops
Kanban - based team management across discovery, design, and delivery
“Sensible defaults” for design processes including 1-page research plans and success metrics tied to user and business outcomes
The Solution
While early in the implementation phase, this strategy laid the foundation for:
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A **cohesive design culture**, where collaboration, critique, and continuous improvement became the norm
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Clear **role definition and hiring pathways** to scale the team responsibly and strategically
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Stronger **alignment between design, product, and engineering**, increasing delivery velocity and product clarity
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Better **customer and host experience journeys**, guided by service design principles and validated through lean testing
This case was not only about solving UX problems—it was about transforming design into a strategic capability at the heart of HubbleHQ’s hybrid future.
The Impact
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