personalized solutions - ki white paper

8/4/2019 Personalized Solutions - KI White Paper

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SOLUTIONS

Pesonlized Podut Desin

nd Mnutuin:

Best Pties o Best Vlue

Jonathan WebbVice President, Marketing, KI

Lon SeidlManager, Tailored Products, KI

PERSONALIZED


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Personalized Solutions: Best Practices or Best Value

ExEcUTIVE SUMMary

Within the commercial urniture industry, the term best value is oten used to describe

a prescriptive combination o cookie-cutter elements. The result is landscapes o white-

collar oces littered with so-called value solutions, which provide questionable or unmea-

sured returns on those investments. In todays ROI era, what exactly should best valuemean and how should it be measured?

This paper examines the authentic value that can be generated when todays

organizations go beyond commonplace products to instead pursue solutions tailored

to their workplaces and business objectives. It also explores the challenges and benets

o doing so and outlines best practices or achieving best value.

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INTrODUcTION

We live in an era where maximum productivity is a undamental business goal.

Companies strive to achieve the competitive advantages gained rom enhancing

workplace productivity and ensuring a positive return on investment (ROI) or each

employee.

To do so, companies must invest in workplace perormance tools that allow them to

achieve their business goals. Such tools include commercial urniture solutions that can

support productivity and deliver ROI.

Those involved in programming interior spaces oten use workplace survey tools to

determine how employees preer to work, thereby designing spaces that will encourage

maximum productivity. These surveys do a brilliant job o aligning the physical and meta-

physical attributes within a workplace. They speak to employee preerences regarding

issues o privacy, natural light, heating/cooling levels, and overall space utilization.

The problems arise in the atermath o such surveys. Despite the unique inormationculled rom their discovery processes, organizations are still conned to the standard

products oered by manuacturers. This raises the question: What good is a custom

workplace survey i an organization is still restricted in its choice o solutions?

Indeed, it is nearly impossible or companies to leverage workplace design to instill a sense

o culture, brand awareness, and promote productivity when prescribed solutions are all

that is available. The answer then is to look outside the brochure.

BEyOND ThE BrOchUrE

Oce urniture planning is seldom an easy task, even or industry proessionals. Designrms oten reerence the importance o design reedom when planning, yet limitations to

that reedom exist within the pages o manuacturers brochures and on product websites.

That can make an already challenging planning process even more dicult.

But what would happen i design reedom meant supporting the needs o the customer

with unique solutions that deliver a positive bottom-line impact?

Personalized product solutions are the answer. Providing personalized solutions that meet

very specic user needs can demonstrate a true, best value, not oten realized in the

commercial urniture industry. Solutions designed or one unit or one thousand units,

delivered on time and at an acceptable cost, can give customers the value they want and

the ROI they need.


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STagES aND gaTES Or crEaTINgPErSONaLIZED SOLUTIONS

Whether the tailored product is complex or simple, good processes will ensure that the

product meets both the customers expectations and the manuacturers business

objectives. Flexibility within the process is paramount. Some product solutions aresimpler than others, and the process needs to be scalable so that stages can be

condensed as needed.

The rst stage in successully developing a personalized product solution is the discovery

phase. Because every customer is unique and ideates dierently, every engagement

can constitute an entirely dierent set o actions and decisionsthe true meaning behind

personalized solutions development.

Throughout these initial interactions, it is critical to discuss a ull range o inormation; rom

the most basic, such as the timing and quantity, to more detailed topics such as work styles,

churn rates, technology considerations, and even exploring architectural nuances and visual

aesthetics that can infuence material selections. Look to the workplace survey tools as

well as observational data to develop baseline inormation. A solid working document, the

personalized product brief, ensures that all o the right questions have been asked.

The next stage,the ideation phase, is the heart o the design process. This step should

include brainstorming sessions aimed at generating concepts that meet the needs

uncovered in the previous listening sessions. Concept renderings and preliminary

mockups are a common output o this step.

All concepts should be thoroughly vetted through a easibility study. A easibility study

is an important part o a best practice stage-and-gate product development cycle and

helps ensure that the concept can be produced in a manner that will meet customerexpectations o quality, price, and timeliness.

In a healthy design engagement, these rst two steps are oten iterated. Initial pricing is

determined or the design and shared with the client. Renderings and physical mockup

reviews oten occur, although each project is dierent as to the quantity o reviews

required. Prototypes should command only as much time, eort and investment as

needed to generate useul eedback and evolve an idea.

Ater any design alterations are completed, the customer signs o on the nal design,

completing the next stage,the freeze, typically through a purchase order or letter o

intent. With the clients thorough review (oten supported by a nal mockup and end-

user evaluation), the product specication is now nal.

Validation, the next stage, includes creation o nal prototypes or testing. The purpose

o this is to ensure that newly-created products pass all ANSI/BIFMA testing, as well as

any other relevant tests and/or codes. The manuacturer will also attend to nal details o

documentation, completing a manuacturing plan, and so on.

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With testing complete, the manuacturer can move on to the release-to-production

stage, issuing purchase orders or material, completing any required tooling, and ullling

the production order. Nimble manuacturers are those that can support the personalized

product process by adapting existing tooling or quickly creating new tools.

At some point ollowing production and installation, the process requires a performance

audit. For the customer, the post-installation audit is an opportunity to assess the

projects success in meeting desired perormance objectives. For both the customer and

manuacturer, it is an opportunity to consider any lessons learned rom the project and

bring orward any improvements to uture projects.

Good, systematic processes provide a game plan that is customer-driven and embodies

quality o execution. The game plan is designed to manage overall risk. The stage reviews

(commonly known as gates in product development) are timely with clear decision

criteria and cross-unctional involvement.

For an excellent reerence on product development process, see Dr. Robert G. Cooper,

author o the Stage-Gate

Idea-to-Launch process. Dr. Cooper is recognized as one o theworlds oremost experts in the eld o product innovation. His ideas have been used to

crat many processes in the eld o innovation management. Winning at New Products is

a classic reerence. Processes such as these can be applied to the development o

personalized urniture solutions.

PERSONALIZED SOLUTIONS DEVELOPMENT PROCESS

Disove Capturesallkeyinsightsrelatedtoprojectgoals

Pesonlized Podut Bie

Documentsallcriticalprojectandproductconsiderations(timing,quantity,workstyles,churnrates,technology, aesthetics, materials, environment, e tc.)

Speiftions eeze Designalterationsarecomplete;customersignsoffonnaldesign.Purchaseorderorletterofintentisissued

Pototpe Vlidtion Includescreationofnalprototypesfortesting.EnsuresproductspassallANSI/BIFMAtesting

relese to Podution Manufacturerissuespurchaseordersformaterial;requiredtoolingisdeveloped

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Podut Idetion Includesbrainstormingsessionsthatresultinpreliminaryconceptrenderingsandmockups

Peomne audit Assessproject/productperformanceagainststatedobjectives.Leveragelearningsonsubsequentprojects

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PErSONaLIZED PrODUcT SOLUTIONS: rESPONSIVE aNDcOMPLEMENTary, WhaTEVEr ThE archITEcTUrE

The concept o designing interiors to suit

the architecture o a given space is, by now

quite undamental. Mark Wigley, a ormerdirector o graduate studies at Princetons

School o Architecture, once described the

concept as implosive design.

Implosive design takes over a space,

subjecting every detail, every surace to an

overarching vision.

Personalized products are oten the best solutions or meeting the challenging landscapes

ound within both aged buildings and modern-designed oce environments. Designers

looking or creative ways to eliminate wasted space due to additional angles, columns and

other obstacles inherent to a buildings architecture or unique shape can turn to

personalized solutions.

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Implosive design subjects every detail, every surace to an overarching vision. Arketype Inc.

Implosive design, Arketype Inc.

advertising agency


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aDaPTINg TO rEaL ESTaTE TrENDSUSINg PErSONaLIZED SOLUTIONS

Economicfactorscangreatly impact how

spaces are designed. From the perspective

o corporate real estate, Real estate over-head and cost reduction has become one

o the key drivers o work style innovation.

Today, businesses are more likely to

avor short-term lease extensions and are

less inclined to own space. Cash is king,

and even though green shoots stories

about the economy are rampant, many

organizations believe that the one true

indicator o recovery in corporate real

estatejob recoveryis not coming back

to peak levels or some time. Respondingto all these actors has generated a greater

need or personalized workplace solutions.

One example o the relationship between

corporate real estate trends and a tailored

workplace design can be ound in Mesirow

Financial o Chicago. Its new corporate

headquarters project combined occupied

space rom two separate buildings into a

new, single building consisting o 336,000

rentable square eet. A key component o

the companys workplace standards wasthe use o customizable movable walls that

take the place o drywall within the

buildings interiors. Movable wall oers

fexibility and limitless design options, and

its design attributes and unctional

capabilities provide an aesthetic

congruency to any buildings architectural

intent.

Movable wall also helps organizations meet

specic acility goals such as environmental stewardship and acoustical requirements. It

is a personalized product solution that easily recongures to deliver a positive return on

investment even or companies that deal with the lowest churn rates.

Mesirow Financial chose movable walls or several reasons. Chie among them was the

need to aggressively manage real estate costs. In its planning process, the company made

the decision to compress its real estate ootprint, causing its project team to redene

space usage throughout the building. And yet, the need to accommodate uture growth

Genius Movable Wall, Mesirow Financial

Genius Movable Wall, Mesirow Financial


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also remained a key requirement. Moveable wall provided a best value solution or both

addressing real estate costs and delivering a means to stay fexible and responsive to

growth in the long term.

rELEcTINg BraND IDENTITyThrOUgh PErSONaLIZED PrODUcTS

The buildings in which organizations choose to locate are in themselves instruments

that can support business objectives, generate revenue and communicate values. Many

organizations are recognizing the value o incorporating workplace standards that also

refect the vibrancy o their corporate cultures.

One such organization is Bungie, a

progressive video game development

company known or such creations as the

Halo video game series or Xbox. Among

Bungie's goals was to utilize urniture toexpress and establish its own identity.

To Bungie, not only could a personalized

urniture solution refect its independence

and brand identity better than any

o-the-shel solution, but it could also

better support its work style.

Bungie has a had a distinct workplace

vision. Over time, their vision evolved,

moving rom a utilitarian workspace to

one that required personalized prod-

uct solutions. As stated by a companyproducer, it became important to remain

unettered in our approach.

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Mobile urniture solutions add exibility to the

workplace environments

Bungie "ofces" eaturing KI mobile urniture


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Bungies driving principle acknowledged the need to ll an open foorplate. Due to the

nature o its the company's work, employees need to sit next to one another in groups o

6-8 or unspecied periods o time. Groups shit and change continuously at Bungie, and

workplace urnishings needed to match this culture. Personalized products answered the

critical need or mobility and fexibility while closely refecting the companys brand values.

aDDrESSINg aDDITIONaL ISSUES aND TrENDS

Designing a personalized workplace solution enables companies to align themselves with

current trends. As companies strive to improve their workplace standards, custom and

tailored products can assist them in achieving the ollowing goals:

Sustainability

Personalized product designs oer a means to

speciy materials that promote environmental

stewardship. Fabrics made o post-consumer

waste, bamboo-based worksuraces, and

materials with high recyclable content such as

aluminum are just a ew examples.

OrganizationsstrivingtogainLEEDpointsthrough

interior design may consider custom materials to

garner design innovation and other points.

Technology Integration

Evolvingtechnologiessuchaswirelesspower

or enhancements in other applied sciences can

also necessitate personalized solutions. Integrating

leading-edge technology into urniture

components or adapting urniture systems

to support todays technology are just two

examples.

Alternative Workplace Strategies

Research has demonstrated that many

organizations (perhaps as high as 68 percent)

have adopted some semblance o an alternative

workplace strategy. For example, nomadic

workers typically have dierent space

requirements than those who are asked to

spend their entire days within an oce.

Accommodating dierent worker types

through personalized workstation design allows

companies to better manage real estate allocation

per employee and ulll storage and technology

requirements to the exact needs o that

employee set.

Above: Personalized product solutions rom

Microsot's Workplace Advantage Lab


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Microsot Corporation is among a growing number o companies collaborating with

urniture experts to optimize the workplace experience by identiying trends. In

cooperation with SKB Architects in Seattle and KI, the company collaborated

in the development o a personalized workplace solution or Microsots Workplace

Advantage Lab.

WorkplaceAdvantage(WPA)isaMicrosoftRealEstate&Facilitiesprogramdesignedto

identiy and meet the unique needs o Microsots businesses through appropriately

designed and equipped work environments. By investing in workplace solutions that

match business objectives, Microsot seeks to support innovation and productivity or

employees and their businesses.

NaVIgaTINg ThrOUgh a PErSONaLIZEDSOLUTION aPPrOach

The advantages o personalized products are clear, but getting the solution right is critical.

Working with manuacturers that ollow a proven process will help ensure success.

A good manuacturer will also make it a point to ask specic questions throughout the

discovery phase o each and every project engagement. Doing so helps determine

whether a custom or tailored product application is truly a good t or the customer.

The right manuacturer will also establish a reasonable timeline or completion. Due to

the extensive process outlined herein, personalized products can take several months to

develop. This is especially true i the design intent is or a comprehensive

workplace solution.

The costs o developing personalized solutions are oten assumed to be a potential risk,

and or some manuacturers they are. To eectively manage production costs, look or a

manuacturing partner with a longstanding reputation and proven experience in tailoredproduct development. Facilities that are extremely fexible and recongurable are most

likely to be more ecient and able to accommodate nonstandard order requests in any

quantity and nearly any degree o personalization.

By designing the right product with the right manuacturing partner, you can deliver the

"best value" solutions to satisy even the most unique customer demands and needs.

More importantly, customers will also realize the promise o maximum productivity and

sound ROI.

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rEErENcES

Dr. Robert G. Cooper, Stage-Gate Idea-to-Launch, 1985

Tim Brown, Design Thinking, Harvard Business Review, June 2008.

Mark Wigley, Whatever Happened to Total Design? Harvard Design Magazine,

Summer 1998.

Mark Dixon, Philip Ross, Unwired Research: Agility @ Work, Regus.

The New Oce BuildingAnticipating the Needs o the 21st Century Tenant,

Workplace Forum.

Brian Crockord, Future o the Workplace Survey, Microsot Corporation

Living Worklab, Microsot presentation, October 1, 2009.


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