Redefining Conference Technology for Hospitality Through Service Design

Product-As-A-Service:

Conference Room Technology

The Challenge

What makes an all-in-one hybrid meeting solution the best choice for hotels with limited tech infrastructure? We’ve all experienced the frustration of hotel conference setups—outdated projectors, glitchy video tools, and juggling flip charts and posters make hybrid meetings anything but seamless. Constant troubleshooting disrupts the flow, preventing workshop facilitators from delivering smooth, engaging sessions. Our client, WeFrame, had a powerful solution that combined whiteboard, screen, and interactive conferencing tools into one device. However, bringing this platform to hotels and conference venues—which often lack the tech infrastructure for advanced hybrid meetings—presented a challenge. Understanding the unique demands of the hospitality industry was essential to successfully bring their solution to this market.

The Solution

We helped WeFrame uncover future service opportunities by promoting a product-as-a-service model focused on user-friendly features and greater user autonomy. This approach enables WeFrame to deliver seamless, high-quality digital meetings on a pay-per-use basis, bridging the technology gap for hospitality venues. The pay-per-use solution benefits both venues and their guests. Venues avoid upfront tech costs and complex IT requirements, enhancing their offerings with minimal risk. Guests and moderators enjoy flexible, on-demand access to reliable, modern and interactive meeting tools without the hassle of outdated equipment.

Stakeholder-Centric Research

FLUID’s process began with on-site, in-depth user interviews and shadowing sessions with key stakeholders, from hotel staff to end-users. By uncovering both technical and experiential needs, we crafted a product-as-a-service model tailored to the hospitality industry's specific challenges. This foundation ensured WeFrame’s platform and service could integrate seamlessly into hotel and conference environments, fostering familiarity and ease of use for a diverse range of users.

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Customer Archetypes

We created detailed customer archetypes to reflect the diverse roles and needs of WeFrame’s users, including hotel managers and conference facilitators. These archetypes provided insights into user expectations and pain points, enabling a design approach that resonates with each group and elevates user satisfaction for everyone.

Customer Journey Mapping and Service Blueprinting

We mapped out a comprehensive customer journey and service blueprint, capturing every phase of the WeFrame experience, from initial sales and setup to post-session wrap-up. These tools illuminated key touchpoints, both frontstage and backstage, support processes, and potential user pain points, giving WeFrame a clear path to optimize user interactions and enhance operational efficiency.

Opportunity Identification for Service Design Strategy

Our findings identified key areas for WeFrame to establish a robust product-as-a-service model, paying particular attention to delivering user-friendly features and autonomy. These recommendations provided actionable strategies to bridge the gap between traditional hospitality services and modern conference technology, positioning WeFrame as the preferred and easy-to-use digital meeting solution for hotels and conference venues.

Highlights & Capabilities

Service Design

We shape service experiences that align technology with user needs, creating seamless, high-quality interactions across industries. By analyzing customer journeys and identifying key touchpoints, we help organizations like WeFrame position their solutions as the go-to choice in their markets.

Behavioral Science

We integrate behavioral science principles to design intuitive, user-centered experiences that drive engagement and adoption. By focusing on user motivations and preferences, we help clients like WeFrame deliver solutions that feel familiar, empowering, and easy to use.