CLADmag issue1 2018

Page 5

EDITOR’S LETTER

People value places they can go to spend high-quality, ‘unstructured time’

Putting a value on experience design New research from Gensler has examined the impact of design on the quality of experiences. The new Gensler Experience Index examined people’s intentions in using space, as well as their expectations, interactions and the quality of the space

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CLAD mag 2018 ISSUE 1

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PHOTO: GENSLER

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ttributing values to buildings is a fairly straightforward process when it comes to well-established sectors such as office and residential, where the building type has become a commodity. However, leisure buildings don’t follow the same rules, and valuing them is far more complicated because of what goes on inside them: how do you value an experience? This issue we look at work done by Gensler, who set out to tackle this question by doing research to find evidence of the importance and design in creating experiences (see page 110). The practice has created the Gensler Experience Index, a matrix which describes best practice in experience design. Gensler carried out a multi-year, mixed-methods investigation that combined qualitative and ethnographic research – such as 30 two-hour interviews with people in five markets across the US – with quantitative research, Gensler suggest that every space should be designed as social space including a nationwide, panel-based No single piece of survey of over 4,000 respondents. considered ‘beautiful, unique, authentic, inspirational, intuitive, and welcoming’ Gensler’s Tom Lindblom told CLAD, research to date has “Previous studies have evaluated human combined the known offering the best overall experience. Among many findings, the research experience and its impact on business, but drivers of creating a found people value places they can go this is the first time design has been measured. human experience to spend high-quality, ‘unstructured “We already knew the importance of product, time’, such as public spaces which offer brand, and service quality in creating a great with design factors the chance for “reflection, inspiration, experience. However, no single piece of and unplugging, as well as fun and socialising.” research to date has combined the known drivers of creating a human experience with design factors. Gensler said: “Our findings suggest every space should be “We’re now able to prove that design is the X factor designed as a social space. The data showed that places designed that takes a good experience and makes it great.” to support community, connection and belonging offer better Gensler found that the quality of experiences at the experiences and that people actively seek out places to connect.” ‘best-designed’ spaces was rated nearly twice as highly as those at the ‘worst-designed’ spaces, with places which are Liz Terry, editor, CLAD @elizterry