coworking 09 june 2014 melissa marsh, carsten foertsch, dr
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CoWorking09 June 2014
Melissa Marsh, Carsten Foertsch, Dr. Chris Boyko
IFMA FoundationWorkplace Strategy
Summit
AgendaINTRODUCTION
2
Introductions• Melissa Marsh• Carsten Foertsch• Dr. Chris Boyko
Context – Melissa Disruptive technology > UX Expectation > ConsumerizationExample CoWorking Site
Global CoWorking – CarstenFindings from the 4th Annual Global Co-Working Survey
Urban Lessons and Predictions – ChrisReflections on 3 Urban Research Projects
GlossaryINTRODUCTION
4
CoWorking – Practice of individuals and/or companies choosing to work together in shared office environments -rather than renting individual or private accommodations. Generally these are paid for by the occupants primarily through membership. Spaces may be open desk, enclosed office, suites or lounge (unassigned). Coworking describes a social and economic model, physical environments vary.
Open plan – Office environment with limited enclosure of assigned spaces. When cubicle style furniture is used, the partitions are generally
low.
Activity Based Working – Physical work environment with variety of space types intended to be used as and when needed, often paired with small assigned or unassigned individual work spaces. See also Alternate Workplace Strategies/Schedules.
Carsten Foertsch, DeskmagINTRODUCTION
7
Co-founder & Editor Deskmag
With his academic background as a social scientist, Carsten likes to discover new
trends in urban affairs and the labor
market. Those two things just happen to
be perfectly combined in coworking. Instead of just analyzing concept and
market, he decided to put it on the web
through Deskmag.
@carstenfoertsch
@deskmag#coworking
Dr. Chris Boyko, Lancaster UniversityINTRODUCTION
9
Senior Research Associate, ImaginationLancaster. His general research and teaching interests include
wellbeing, sustainability, urban design, regeneration,
decision-making processes, public space, environmental
psychology, (qualitative) methods and urban tourism. He
is currently examining wellbeing on a 5-year, £6 million
EPSRC project called Liveable Cities.
c.boyko@lancaster.ac.uk@neighbourleigh
Environmental Psychology, Regeneration, Space and Place, Tourism, Town
Planning, Urban Design and Behaviour, Urban Sustainability, Wellbeing
This is not merely a trendCONTEXT
12
CoWorking trajectory
matches that of a
disruptive innovation
Supported by cultural
forces including- Comfort with performance
over ownership
- Greater awareness of
product & availability
- Increasing UX expectation
& continued social media
regarding place
Which will result in a
consumerization of workplace
© PLASTARC
Disruption: work/placeCONTEXT
13
Starbucks and other café models presented a disruptive option, through the course of college classes, coffee with colleagues, business travel, most workers have discovered that some features of a café environment are actually better for work than their own office.
Bower, Joseph L. & Christensen, Clayton M. (1995). However the concept of new technologies leading to wholesale economic change is not a new idea since Joseph Schumpeter adapted the idea of creative destruction from Karl Marx.
© PLASTARC
DisruptionCONTEXT
A disruptive innovation is an
innovation that helps create a new
market and value network, and
eventually disrupts an existing
market and value network (over a
few years or decades), displacing
an earlier technology. The term is
used in business and technology
literature to describe innovations
that improve a product or service in
ways that the market does not
expect, typically first by designing
for a different set of consumers in a
new market and later by lowering
prices in the existing market.
14
Bower, Joseph L. & Christensen, Clayton M. (1995)
© PLASTARC
Performance trumps ownershipCONTEXT
15
Not only do we prefer to us a Zipcar or Pandora, now we are increasingly connecting with individuals who share our objects and experiences.
© PLASTARC
UX expectation increasing rapidlyCONTEXT
17
I land at the airport and pick a restaurant based on gate locations
and friends’ recommendations.
I order dinner, while waiting, my daughter reads me a bedtime
story.
After kids are to bed, my husband and I share a virtual nightcap at the
piano bar.
© PLASTARC
Advancing use of social to talk about spaceCONTEXT
18
#lovemydesk
“What social media means for all of service design, is that the money we used to spend marketing something, will now be used to actually make it a better experience.” - Campbell Hyers, CEO Control Group
© PLASTARC
Consumerization: the expectation for high performance, customized, on demand, and technology integrated experiences
moves from lifestyle to workplace.
© PLASTARC
Initial research focuses on B to B and the impact of coworking
spaces on successful outcome of start up organizations.
research site since 10.2012
ongoing interviews, observations, network mapping, business
assessment, IRB pending for occupant survey
© PLASTARC
Most appreciated features - TraditionalINITIAL FINDINGS
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Ease & Confidence: Peace of
mind that ‘while I am focused on
business the office stuff is going to
be taken care of, from coffee, to supplies, to printers’
Location, location, location:
Having a great, industry
aligned address still ranks
high with almost all tenants.
Risk mitigation:
Availability of month to month as well as scaling
up or down within location.
Design: Having access to the
right spaces at the right time,
having a place to bring guests, ‘it
is pretty easy to get some one to
visit’… ‘they are keen to know
what the buzz is about.’
© PLASTARC
Most appreciated features – New modelsINITIAL FINDINGS
26
Risk mitigation: Adaptive staffing,
being able to loan out employees
when slow, and pick up key support
when busy.
Profitability: Winning work when
partnering with other tenants, getting
referrals, delivering to other tenants.
Coworking site was originally a
‘curated’ floor, where industry
leaders invited key occupants to
join, setting the tone by inviting
great talent. Many first
generation occupants did not
visit other locations.
Social, Technology, Service
Ease & Confidence: As important
as the technical performance, is
knowing that ‘my team are learning
and having fun even while I am
focused on deliverables or traveling
for business development,’ we’re
connected and learning.
Enriching the social network is job
one for Community Managers.
These folks are constantly
working to make sure the space is
working, and hosting everything
from bus trips to visit a new
location to welcome events, and
learning sessions.
© PLASTARC
Most appreciated features – New modelsINITIAL FINDINGS
27
Design: Having a ‘for us by us’
look and feel, ‘it looks like what I
would do if it were my own space’
Too cool to mention: The things
you see people doing don’t even
come up in conversation: game
room, beer on tap, fruit water,
Connect 4, honor bar.
Coworking site operates an in
house design team who work
closely with Community Managers
to solicit feedback on everything
from bathroom play list to
phone booth acoustics.
Custom wall covering, fabrics are
unique and tied to location.
Coworking site actively invest in
technology for communication
and space management.
Initially members list the ability to
text to a digital billboard. Latest
version includes 1 touch
projection and a mobile app that
does pretty much everything.
Ease & Confidence: ‘When a visitor or
potential staff member does come, it is
burdenless for me and impressive for
them. People are excited by the visit.’
Community: ‘If I meet a cool person in
the elevator, but then forget their name,
I can just look them up.’
Social, Technology, Service
© PLASTARC
Most appreciated features – IT & DesignINITIAL FINDINGS
28
Visual display of social
information
Acoustics
Authentic/ Unique Elements
Alignment of online and
physical brand experience
Design: Acoustics, lighting and a
welcome experience are immediately
apparent. “It feels like a hip hotel,
there is even music in the toilet room
– good music.”
Social, Technology, Service
Tech: I have to be “all over town for
meetings, I am often thinking, where I
will be and where I can be productive
between meetings? Now, I have one
network of spaces across the city.”
Seamless technology and
booking at locations across the
city
Brand: Everything (works together)
from the security key card, to the lobby
furniture, to the coffee cups, to the
social screens (with job listings). “It feels
like you are part of something bigger.”
© PLASTARC
Changing boundaries of Corp & PlaceNEW SPACE MODELS
29
Corporate and
space boundary
originally coterminous
Corporations
reduce their footprint and
leverage off-site work locations
Corporations leverage
offsite, and
open their own excess space
to non employees
Corporations retract many benefits
previously
considered to be part of social contract.
Co-working rebuilds community services.
corp space
corp
freelance
© PLASTARC
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Workplace Strategy Summit 2014, June 8-10, Berkshire
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Workplace Strategy Summit 2014, June 8-10, Berkshire
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Workplace Strategy Summit 2014, June 8-10, Berkshire
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Workplace Strategy Summit 2014, June 8-10, Berkshire
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Workplace Strategy Summit 2014, June 8-10, Berkshire
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Workplace Strategy Summit 2014, June 8-10, Berkshire
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Workplace Strategy Summit 2014, June 8-10, Berkshire
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Workplace Strategy Summit 2014, June 8-10, Berkshire
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Workplace Strategy Summit 2014, June 8-10, Berkshire
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Workplace Strategy Summit 2014, June 8-10, Berkshire
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Workplace Strategy Summit 2014, June 8-10, Berkshire
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Workplace Strategy Summit 2014, June 8-10, Berkshire
About me
• M.A., Environmental Psychology
– Perceptions of architectural details in historic, urban public spaces
• Study abroad programme
– Informed perceptions of the city centre
• Ph.D., Urban and Regional Planning & Urban Design and Behaviour
– Meaning of urban places in context of tourist event
• Co-Investigator/ Senior Research Fellow
– How low-carbon lifestyles affect wellbeing
– How we design cities to achieve liveability
• Senior Research Fellow
– Exploring interactions between different forms of density & design decision-making
• Postdoctoral Research Fellow
– Mapping sustainable urban design decision-making process
– Interactions between competing urban interests
Past & current research
Findings from ssssssss
• Cities are complex systems, containing systems within systems– Difficult for one decision-maker to understand how things
work
• Transparency of information-sharing, decision-making does not happen for various reasons– The result is a lack of joined-up, innovative ideas as well as
opportunities for co-creation, co-design and co-management
– Should be happening throughout urban design lifecycle, especially at the management and maintenance phase
– End up with urban developments that are not sustainable
Living Wall
Built in Islington 2005
Rainwater irrigation
Wildlife habitat
Cost £100,000
Winner of national award
By 2010 the wall is dead
Irrigation system failed and was not fixed
Living Wall
Key Learning
Understanding risks to the future performance
of designs is key to informed decision-making
How findings relate to coworking
• When designing and managing a coworking environment, decision-makers should understand:– The reason(s) behind design and management decisions
– Who will be designing and managing space/experience
– What resources are at-hand to design and manage
– How changes could affect decisions already made
• Decision-makers should understand:– How users experience coworking environments and beyond
– How services are designed and managed
– The complexity of systems within coworking
Findings from vvvvvvv
• Cities should be more specific and nuanced in their density and policy briefs
– Density gradients are one way to achieve specificity
– The impact of different densities on surrounding developments need to be discussed
• Density is not only about people and buildings
– The density of nature, infrastructure, mobile form as well as intensity inform the shape, feeling and experience of cities
How findings relate to coworking
• Consider the density of desk space and people
to ensure that coworkers do not feel crowded
• Creating ‘density gradients’ makes sense to
allow for over-capacity and under-capacity
• Consider the density of other things as well as
planning for intensity
Findings from
• Less deprived areas have higher levels of
physical wellbeing, whereas more deprived
areas have higher levels of mental wellbeing
– The former may be due to greater access to
quality green spaces and the choice of different
modes of transport
– The latter may be due to having good social
support networks
How findings relate to coworking
• Recognise the diversity of different groups using coworking environment– Consider the experiences and activities of all users,
including future users
– Ensure a shared value system, if possible
– Consider how you can engender physical wellbeing and mental wellbeing:
• Through design
• Through policy
• Through changing behaviours and social practices
Conclusions
• Cities and coworking environments are similar:
– Complex, systems within systems
– Diversity of people using spaces, products and services
• Like city managers who are trying to make cities more sustainable, facilities managers need to understand:
– Users’ needs and desires
– Users’ feelings and perceptions
– Users’ activities and interactions with services
– How coworking fits within users’ contexts and lifestyles
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