Designing the new generation of university residences
BCOME

1. Context
In 2019 Urbania launches a 210 million euro project to build a conglomerate of 12 university residences throughout Spain.

 2. Challenge

But to differentiate themselves in such a mature market they needed to create a new model of university residence through a novel value proposition and a revolutionary experience that would understand the needs of young students. And all this together with a strategic positioning and an identity that would allows the company to be relevant in the market.

Fields I´ve collaborated with:
#Service Design #Strategic creativity #Conceptualization #Branding

3. Research & strategic design principles

We approached the project with a co-creative and user-centered design thinking approach. Through Service Design we work together with different stakeholders and groups of young university students related to research, from different areas of Spain, as well as with actors related to the ecosystem of university residences, space design and architecture.

From the Service Design team we carry out research interviewing our users, we study the information related to the sector, we visit residences, hotels, co-working spaces, we carry out co-thinking and ideation sessions and different workshops in which the strategic creativity, service design and digital product team participate.

Thanks to the research we designed the student journey "to be" of search and accommodation and defined the findings, strategic principles and areas of opportunity that were the starting point of the ecosystem of solutions created to respond to our challenge.

4. A strategic solution focused on people needs

We continued to create an ecosystem of solutions based on a new business model that we activated with a value proposal from which we were able to create a unique strategic direction in the sector.

BCOME is a new concept of university residence created for young people to reach the best version of themselves living, learning, and creating in constant collaboration through spaces, services and a community that supports their present needs and future opportunities.

This allowed us to build the different areas of the residence, including the naming, the brand design, the brand concept, its positioning and communication tone.

5. Building the digital product

We also created a definition of digital solutions that could be activated in pursuit of a responsible and useful technology. I began collaborating with an UX team to stablish the content architecture of the site. After this I created the the content of the whole website and collaborated with UI design team to mantain the coherence of the concept and design proposal.