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Workplace Blog

A blog of all things workplace related (when I get time).

© Oseland 2011

Rethinking the Design Brief pt2

Work Posted on Tue, September 20, 2011 20:01:21

At the recent CoreNet Paris Summit, the delegates at my
session on Rethinking the Design Brief
were asked to prepare a three minute response to our presentations using the
materials on each of their tables. One table had Lego, another Fuzzy Felt, another
plasticine, another coloured paper and scissors and so on. The idea was that
using different materials to a flip chart or PowerPoint might facilitate producing
a more creative or lateral response.

Preparing a response

My first observation was that some groups were more engaged
than others, perhaps some delegates were willing to use the materials but
others found it all a bit strange. Some tables, particularly plasticine and Lego,
used the materials to make individual models and then bring them together into
one joint contribution, where other materials such as pens and paper meant that
one person was creating the output. The plasticine groups also found that manipulating
(warming up) the clay was tactile and helped them form a response. There was
clearly an order to the constraints that the material placed on the output –
plasticine was the most free form followed by Lego, the picture cards, magazine
pictures and Fuzzy Felt were already preformed to some extent. In terms of the
response, the table with the pens and paper opted for a diagram with bullet
points and their response was the most traditional/expected, I am not sure whether
this was a consequence of the people or the materials.

Picture cards, Fuzzy Felt, Lego, colured card

The groups picked up on a number of key points:

the importance of recognising cultural and
personal differences and how to design for them;

that some people need order and structure
whereas others want chaos and choice;

a need for individual/solitary space and social/group

places for work requiring focus and
concentration not just interaction and collaboration;

supporting mobility and choice through multiple work-settings;

bringing nature and fun into the workplace.

Magazines, pen & paper, plasticine x 2

Rethinking the Design Brief pt1

Work Posted on Tue, September 20, 2011 19:27:04

It’s not every day that you meet Donald Duck on the way to
work, but this did indeed happen en route
to presenting at the CoreNet Global Summit held in Disneyland Paris. I shared
the platform in person with Brian Szpakowski and virtually
with Neil Usher, with the help of Susan Wagner who kept us
on track. We each presented pecha kucha style then facilitated a
practical session using different materials.

The theme of the session was “rethinking the design brief”
and our idea was to challenge the way that our industry usually writes the brief
for a new workplace. When you visit the majority of modern offices they appear,
to me, to all be quite similar. They have large areas open plan desks with the
more interesting (collaboration) spaces positioned around a central core; the
desks are bench systems in white or grey with low screens and accompanying tambour
units; colour comes in splashes at the end of corridors or in the limited
number of breakout spaces; informal meeting and soft seating areas are parked
in the irregular spaces that desks do not fit in, and so on.

My conclusion is that these homogenous and repetitive working
environments are the consequence of repeatedly using a similar project brief. The
focus of the brief tends to be on space efficiency and cost-effectiveness,
branding and sustainability may be added as an afterthought, but here is little
regard for other key factors. The
main purpose of an office environment is to facilitate the occupying business
and support its occupants in performing their job, and this should be reflected
in the brief. The intention of
the session was to challenge the way we brief and explore the consequences of using
different success criteria in the brief such as: a) happiness rather than cost,
b) personal identity and development rather than corporate brand, and c) personal
and psychological factors rather than organisational needs.

Brian informed us that the Kingdom of Bhutan has pursued a
goal of Gross National Happiness since 1972, and western leaders are now
looking beyond traditional indexes of economic well-being and national policies
for measuring happiness. People are
productive when they are happy and they are happy when they play, so Brian
explored the differences between play and work and the notion of play at work.
Brian is an architect and explained that when he receives a brief from a client
he is presented with a “schedule of areas” specifying a specific number of
space components, plus a little brand information, some RAL colours, and workplace
standards. He continues “there is very little that is aspirational in all of
this, the language is strictly utilitarian, the brief is a ‘serious’ document’
related to ‘the business case’ and all judged by effect on ‘the bottom line’…”.
Brian argues that we all need to be more open minded about what the workplace
is and may possibly become, especially in a world of dispersed and flexible
working in the knowledge economy, and as such the “office could be somewhere
you go when you want to talk to people, when you want to be inspired, when you
want to be invigorated or challenged, when you want to be with friends or be
part of a community”. Brian concludes that the office design brief needs to
focus on comfort, beauty, sharing, friendship, community, and most importantly

Neil’s presentation postulates
that the workplace brief is designed to achieve emotional constraint where the
spaces are designed to contain emotions how we should feel in those spaces: “the
workstation says ‘be quiet and respect those around you’, breakout spaces say ‘politely
and positively interact with your colleagues, even those you think are morons’,
and meeting rooms say ‘sit around a table for hours on end looking at slides,
thinking about your holiday, sneakily checking your e-mail and wondering why
you were called there in the first place’”. The standard work-settings dictate an
emotional response such that free emotional expression now requires
unpredictable spaces designed to surprise and liberate the emotions. Neil’s also
challenged the complexity of the brief. He observes that scientific method is ingrained
from youth and therefore we crave complexity whereas simplicity is seen as
negative and undervaluing our contribution. However, although “our workplace
design briefs are bedecked with analysis, data, statistics, surveys – they all look the same when they’re finished –
complexity isn’t getting us anywhere different .. The simplest design brief
that will allow us as human beings the space and time to grow is one based on
emotion. The workplace should not be a physical response to occupancy data, but
instead to human feelings and”. He continues that all around us are symbols of how
we belong to the organisation; the workplace reflects our needs as an employee,
as part of the organisation. Consequently the workplace brief is usually
entirely focussed on our part in the organisation and fails to respect the ever
more expansive place we have in broader society, where we lend our three dimensional
identity to our employers for a portion of our time. The key is how the
workplace can support our wider involvement in beneficial and productive
relationships and associations outside of our organisation.

My own presentation focussed on the relevance of psychological
theories to the design brief, a topic which I published a couple of years ago.
I started my career as an environmental psychologist researching the impact of
the built environment on requirements, behaviour and performance. My intention
was to help create great environments that enhance individual performance and
business productivity. Over the years, mostly in response to my clients, this has
been diluted to providing space efficient and cost effective workplaces. But my
simple premise still stands “the main asset of any business is its people and
if the people don’t perform then the business will fail”. Therefore the most fundamental
element of any design brief must be how the workplace will accommodate the basic
needs of its people and recognise that those needs will also vary between
individuals depending on their personality and their role. My presentation touched on personality theory and how the extroverts
are thrill seekers who require stimulating environments and get easily
distracted when working alone, whereas introverts prefer calmer environments
and solitary activity. I also introduced the concept of arousal theory, which reoccurs
throughout the psychological literature and states there is an inverted U
relationship between arousal and performance. We are most productive at the
optimal level of arousal, but too much stimulation can cause stress and too little
stimulation leads to boredom, both resulting in poor performance. As extroverts
have a natural low level of arousal they require stimulation whereas introverts
have a high level hence their preference for quieter environments. Complex
tasks also increase arousal so need calm environments, whereas repetitive and mundane
tasks reduce it so are best suited for stimulating environments or carried out
by introverts. I also presented Maslow’s and Herzberg’s motivational theories, Lewin’s
theory that behaviour is a function of the environment and personality
including our expectations and experience of place; Hall’s proxemics framework
and the preferred distance between people; Altman’s privacy model which
explains that territoriality and personalisation are coping mechanisms for
controlling the required level of interaction; evolutionary psychology and
biophelia which highlights our preference for natural environments; and
Dunbar’s number which calculates our preferred social network is 150 people.
All these theories have direct and very relevant implications for how we brief
for and design workplaces.