CoWorking 09 June 2014 Melissa Marsh, Carsten Foertsch, Dr ...

CoWorking09 June 2014

Melissa Marsh, Carsten Foertsch, Dr. Chris Boyko

IFMA FoundationWorkplace Strategy

Summit

AgendaINTRODUCTION

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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

Membership has

its privileges…

GlossaryINTRODUCTION

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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.

Melissa Marsh, PLASTARC

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@plastarc

#lovemydesk

INTRODUCTION

Founder & CEO

Carsten Foertsch, DeskmagINTRODUCTION

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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

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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.

[email protected]@neighbourleigh

Environmental Psychology, Regeneration, Space and Place, Tourism, Town

Planning, Urban Design and Behaviour, Urban Sustainability, Wellbeing

CoWorking in Context

This is not merely a trendCONTEXT

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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

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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.

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Bower, Joseph L. & Christensen, Clayton M. (1995)

© PLASTARC

Performance trumps ownershipCONTEXT

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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

Greater visibility and awarenessCONTEXT

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.

© PLASTARC

UX expectation increasing rapidlyCONTEXT

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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

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#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

Space/Membership Types – Open DeskINITIAL FINDINGS

22© PLASTARC

Space/Membership Types – 1/2/3 OfficeINITIAL FINDINGS

23© PLASTARC

Space/Membership Types – SuiteINITIAL FINDINGS

24© PLASTARC

Space/Membership Types - LoungeINITIAL FINDINGS

25© PLASTARC

Most appreciated features – New modelsINITIAL FINDINGS

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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

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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.’


© PLASTARC

Most appreciated features – IT & DesignINITIAL FINDINGS

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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.”


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

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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

Facilities

Community© PLASTARC

Facilities Management

Community Enablement© PLASTARC

.......................................................................................................................................................................................

Workplace Strategy Summit 2014, June 8-10, Berkshire

Applying Findings

from Cities Research to Coworking

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

CITIES

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

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

Density and Design Decision-making

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


• 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

Programme

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


• 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

Keep in touch

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[email protected]

Founder & CEO

@plastarc

Carsten Foertsch

Founding Editor, Deskmag

@deskmag

Dr. Christopher Boyko

Immagination Lancaster

@neighbourleigh

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