“Kate brought structure to ambiguity. She helped us clarify the strategy, align global teams, and prototype fast—all while keeping the user at the center.”
Biz/Org
WeWork
Year
2019
Real Estate
Add-ons Marketplace
Product Overview
WeWork’s first internal platform for offering, tracking, and fulfilling add-ons like mail services, furniture rentals, and event bookings.
Built and shipped a 0-to-1 MVP to monetize member demand and streamline ops.
Defined product scope, fulfillment logic, and experience design for global rollout.
Collaborated across engineering, design, and regional ops leads.
Created and drove an adaptive roadmap based on regional feedback loops.
Delivered value to Community Managers (CMs) by reducing manual processes.
Product Goals
How might we turn local add-ons into scalable upsells without adding fulfillment chaos?
Every WeWork location had its own version of “extra”: event space rentals, coffee upgrades, storage, etc. But there was no shared tooling for offering, pricing, or fulfilling them. Fulfillment happened manually via spreadsheets and Slack, with frequent miscommunication. We needed a way to codify upsells while supporting local operations.
Support local customizations while maintaining platform consistency.
Empower Community Managers to offer add-ons without tech support.
Ensure add-on delivery and fulfillment across systems and regions.
Drive net-new revenue without adding friction to the member experience.
Challenges
Manual fulfillment processes varied by region and were undocumented.
No single source of truth for pricing, inventory, or availability.
Stakeholder needs conflicted across product, ops, sales, and regions.
Add-ons spanned digital services, physical logistics, and billing systems.
Solutions
Modeled fulfillment paths using decision trees and journey mapping.
Shipped a single interface for members and CMs to request and fulfill services.
Built modular components for surfacing region-specific services.
Developed admin tools for pricing, approval, and inventory controls.
Used rapid prototypes to validate UX across 4 pilot locations.
Outcome & Impact
Enabled consistent global add-on offerings for the first time.
Unlocked new revenue with minimal development overhead.
Reduced fulfillment confusion and CM time spent on manual tasks.
Created the foundation for WeWork’s broader Member Services roadmap.
