A team from the Oregon Business Consulting Group (OBCG) provided an in-depth view of essential user experiences desired by students using the remodeled Erb Memorial Union (EMU). The EMU is currently in the middle of a more than $95 million expansion and renovation project, further enhancing the student union building many describe as the heart and soul of the University of Oregon campus.
Founded in 2014, the OBCG is a professionally managed, student-run consulting organization housed in the Lundquist College of Business at the University of Oregon.
“We hired OBCG because we wanted a fresh look at the experiences that will drive frequent usage of the EMU by a broad demographic of students—with special attention to students no longer living on campus," said Laurie Woodward, director of the EMU.
The OBCG team, led by executive student manager Gabri Chodosh, a junior business student, decided to use the latest design thinking methodology to develop insights into the experiences that would drive usage. Together with team members, Alex Summers, Xiao Liang—both juniors at the Lundquist College of Business—and sophomores Jordan Hamada and Julie Meunier, they interviewed, observed, hosted focus groups, and surveyed more than 250 students.
The data gathering provided a plethora of inputs on what brings people to the EMU, what barriers keep them away, and their ideal EMU experience. Some interesting themes emerged as the team unpacked their empathy-based observations. Casual study and teamwork spaces emerged as a student want, as did creating a unique “Oregon and Northwest vibe," which could include a bimonthly farmers market and the addition of fire pits. Finally, the student consultants addressed what makes students feel safe when working on campus late at night.
Next the team created four personas or point-of-view statements to embody these insights and bring them to life, each with a name and detailed description.
“The personas became real in my discussions with the team as we delved deeper into what experiences would motivate the fictional Taylor, Michael, Tucker, and Amanda to use the EMU on a regular basis," said Dan Geiger, assistant director for communications and retail services at the EMU.
The final phase involved creating solutions to deliver the desired experiences for each persona. OBCG team members pushed themselves to not limit their suggestions to what they thought would be easy to implement.
“The process depends on getting some crazy ideas into the mix, so we can think about what is behind those ideas. In the end, the solutions that resonated were achievable, but they contained elements that we would never have thought of otherwise," said Chodosh.
The team presented the solutions to a gathering of 16 directors for EMU functions from facilities, event services, business operations, and student activities. The discussion confirmed that the OBCG team's insights and solutions were essential to creating a compelling experience.
Staff members were also pleased with the results and said they look forward to working with OBCG in the future.
“We should do this again one year after opening and then again every five years to make sure we understand what experiences our students want," said Karen Schneider, scheduling manager for Scheduling and Event Services in the Division of Student Life.
Added Geiger, “I have already committed to a second project with OBCG to work with the companies coming into the EMU, so we can make sure everyone understands how to make this a great experience for our students."