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Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
Business Nomad Culture
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Business Nomad Culture

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  • Can today’s outdoor furnishings be used to create new space to meet new demand?
  • Transcript

    • 1. Outdoor WorkspacesFor the HospitalityIndustryEmbracing Business NomadCulture
    • 2. The Business QuestionAre the outdoor furnishings on the market today useful for creating inviting, outdoor spaces, designed to host Business Nomads working from hotels?
    • 3. Why Hospitality and Outdoor Meeting Spaces? “One fifth of the workforce in the US are reportedly working from a third place.” –USA Today “More than one-third of the global workforce will be mobile by 2013.” - Steelcase, Inc. “Personal wellbeing in the workplace plays a role in business outcomes.” – Gallup Study “As work moves into the realm of the non routine and situational, the rate at which people work collaboratively, just-in-time and in multiple teams will accelerate.” - Gartner Research
    • 4. SURVEYSPRODUCT RESEARCHO B S E RV I N G C U LT U R EBUSINESS PROPOSALCONCLUSION
    • 5. SURVEYSPRODUCT RESEARCHO B S E RV I N G C U LT U R EBUSINESS PROPOSALCONCLUSION
    • 6. DDescription &d40 peopleg r aaskedito rate the likelihood of using hotel common outdoor e m o were p h c s space in situations that framed them as an inhabitant. Age 18 – 27 15 28 – 42 21 49+ 4 65% Female 35% Male 64% Of 28-34 have worked alone in outdoor common hotel space in the past year 53% Travel for work at least one week each year 96% Have a bachelor’s degree and/or advanced certification in their field 68% Say they work in a creative field 50% Rarely use common, outdoor hotel space SURVEYS
    • 7. DSurvey Questions 12 - 16Respondents received five scenes of outdoorseating arrangements, and asked to answerfor every image, from very likely to highlyunlikely, their likelihood of using the spacefor certain functions.Q. “Do you feel you would enjoy this choice of seating for:”business meetings, socializing withcolleagues, relaxing alone, and workingalone. S U RV E Y S
    • 8. D Survey Question 12 from the scene in the photo:“Do you feel you would enjoy this choice of seating for :” business meetings • socializing with colleagues relaxing alone • working alone rate from 5-very likely to 1-highly unlikely business working socializing with relaxing meetings alone colleagues alone Highly Very Unlikely Likely based on average scores S U RV E Y S
    • 9. D Survey Question 13 from the scene in the photo:“Do you feel you would enjoy this choice of seating for :” business meetings • socializing with colleagues relaxing alone • working alone rate from 5-very likely to 1-highly unlikely business working relaxing socializing with meetings alone alone colleagues Highly Very Unlikely Likely based on average scores S U RV E Y S
    • 10. D Survey Question 14 from the scene in the photo:“Do you feel you would enjoy this choice of seating for :” business meetings • socializing with colleagues relaxing alone • working alone rate from 5-very likely to 1-highly unlikely relaxing working business socializing with alone alone meetings colleagues Highly Very Unlikely Likely based on average scores S U RV E Y S
    • 11. D Survey Question 15 from the scene in the photo:“Do you feel you would enjoy this choice of seating for :” business meetings • socializing with colleagues relaxing alone • working alone rate from 5-very likely to 1-highly unlikely business working socializing with relaxing meeting alone colleagues alone Highly Very Unlikely Likely based on average scores S U RV E Y S
    • 12. D Survey Question 16 from the scene in the photo:“Do you feel you would enjoy this choice of seating for :” business meetings • socializing with colleagues relaxing alone • working alone rate from 5-very likely to 1-highly unlikely business socializing with working relaxing meeting colleagues alone alone Highly Very Unlikely Likely based on average scores S U RV E Y S
    • 13. DSurveyQuestions, ScenariosRespondents were described 3 scenarios occurring in common, outdoor hotel space:1. A Business Meeting2. Socializing with Colleagues3. Working AloneQ. How important are the following concepts for “an enjoyable experience”. 4–very important, 1–not important The average scores were used for the result to each corresponding question. S U RV E Y S
    • 14. DScenarios Results Working Alone Top 4 concepts for comfort 3.600 enjoying common, view 3.450 outdoor hotel space nature 3.400 when working alone light 3.300 colorful scenery 3.200 food & beverage 3.125 privacy 2.825 shelter 2.700 play 2.425Results based on average scores S U RV E Y S
    • 15. DScenarios Results Business Meetings Top 4 concepts for light 3.575 enjoying common, comfort 3.475 outdoor hotel space privacy 3.400 for a business food and beverage 3.075 meeting shelter 2.800 nature 2.625 view 2.625 colorful scenery 2.425 play 2.150Results based on average scores S U RV E Y S
    • 16. DScenarios Results Socializing with colleagues Top 4 concepts for comfort 3.550 enjoying light 3.325 common, outdoor food & beverage 3.275 hotel space view 2.975 when socializing with colleagues privacy 2.825 nature 2.800 shelter 2.750 play 2.675 colorful scenery 2.600Results based on average scores S U RV E Y S
    • 17. DScenarios Results Business Socializing Working Meetings with colleagues Alone Top 4 concepts for light comfort comfort enjoying comfort light view common, outdoor privacy food & beverage nature hotel space in 3 food and beverage view light scenarios shelter privacy colorful scenery Meetings contribute to nature nature food & beverage hotel F&B sales view shelter privacy colorful scenery play shelter play colorful scenery playResults show from highest to lowest average score. S U RV E Y S
    • 18. SURVEYSPRODUCT RESEARCHO B S E RV I N G C U LT U R EBUSINESS PROPOSALCONCLUSION
    • 19. HDescribing The Current Market100 images of outdoor furniture were collected as market research. Consisting ofphotos taken during Design Week Milan 2012, and from online catalogs. PRODUCT RESEARCH
    • 20. Warm 34% 31%Outdoor Furniture Soft HardProduct Map 9% 26% Cold PRODUCT RESEARCH
    • 21. Social 20% 29%Outdoor Furniture Technical EmotionalProduct Map 22% 29% Private PRODUCT RESEARCH
    • 22. Mapping Results Warm – Soft, Warm – Hard Social – Emotional, for socializing furnishings are likely to meet Private -Technical, for working alone comfort needs Social – Technical, for business meetings Warm Social 34% 31% 20% 29%Soft Hard Technical Emotional 9% 26% 22% 29% Cold Private PRODUCT RESEARCH
    • 23. SURVEYSPRODUCT RESEARCHO B S E RV I N G C U LT U R EBUSINESS PROPOSALCONCLUSION
    • 24. State of the Office“Workstations sit empty 60% of the time.” - Recent Herman Miller StudyMore than one-third of the globalworkforce will be mobile by 2013. - Trends 360 SteelcaseBusiness nomads including millions ofknowledge workers and owners of startupsare on the move. O B S E R V I N G C U LT U R E
    • 25. H o s p i t a l i t y Tr e n d s“The Future of Work Innovation Co-Labs to OfferEnhanced Hosted Work Experiences for Gen X andGen Y Global Travelers.” -with Marriott, Steelcase, & IDEO"The idea is to give them a comfortable place to workso they dont have to go to the Starbucks." - Founder Luxe Hotels“What’s needed, is a greater variety of informal areasthat give workers a choice about where and how theyinteract.” - Herman Miller, Inc. O B S E R V I N G C U LT U R E
    • 26. ConceptualizingThe art community is re-examining theidea of the traditional office. “Play” office style outdoor lamp - Philippe Starck for Dedon and Flos Outdoor Office Installation -Tres Birds Workshop Outdoor Classroom Concept - by Jonathan Olivares O B S E R V I N G C U LT U R E
    • 27. SURVEYSPRODUCT RESEARCHO B S E RV I N G C U LT U R EBUSINESS PROPOSALCONCLUSION
    • 28. Synthesis Survey results give a ranking of needs that help in designing new, enjoyable, outdoor meeting experiences. Product mapping gives specific target areas for selecting furniture to create these new spaces. Office furniture design is trending toward casual, flexible, environments for collaboration. The hospitality industry is looking to change the way they accommodate business guests in public spaces. The artist community is exploring the idea of taking the office outdoors. BUSINESS PROPOSAL
    • 29. The opportunityMarket Semi-casual furnishings already on the market, to the hospitalityindustry. Target Independently owned boutique hotels in cities with favorable climates Branded health and wellness hotels like EVEN by IHG BUSINESS PROPOSAL
    • 30. SURVEYSPRODUCT RESEARCHO B S E RV I N G C U LT U R EBUSINESS PROPOSALCONCLUSION
    • 31. Future Research Obtain feedback from contract outdoor furniture suppliers about the feasibility of outdoor meeting spaces with technical capabilities. Researching waterproof audio visual equipment for meetings, stand alone shelters that are flexible and semi-open, and heating/cooling concrete floors for thermal comfort. Conduct a focus group study using existing furniture in prototype, outdoor meeting spaces. CONCLUSION
    • 32. Questions
    • 33. References: www.marriott.com www.westhollywood.andaz.hyatt.comtresbirds.com www.treehugger.comwww.luxehotels.com www.hermanmiller.comwww.steelcase.com www.dedon.comwww.tropitonefurntiure.com www.winstoncontract.comwww.archipelagoliving.com.au www.atmosphera.bizwww.corradi.eu www.katalog.co.nzwww.kennethcobonpue.comBites, G. A., Vegas, L., & Headlines, L. D. (2012). Hotel lobbies become multi-use spaces - USATODAY . com. Usa Today, 1-7.Boyle, C. (2012). The Smartphone Class  Six Traits of the Smartphone Class. Network, (April). :Brower, T., Miller, H., Environments, P., Miller, H., Service, S. U., Miller, H., Environments, P., et al. (2012). From Conventional toCollaborative Space plan shows how to support collaborative work styles with no increase in real estate costs.Business Travel Set to “ Take Off ” in 2012 | Millenials , GenX fu ... Business Travel Set to “ Take Off ” in 2012  Deloitte Survey. :(2011).Development (p. 1). Retrieved from http://www.deloitte.comInterContinental Hotels Group Launches a New Brand Called EVEN. (2012).Chart, (March).Marriott Hotels & Resorts, Steelcase, and IDEO Collaborate to Innovate o ... (2012).Marriott Hotels & Resorts. Retrieved April28, 2012, from http://www.marriott.comMorello, D., & Burton, B. (2006). Future Worker 2015  Extreme Individualization. Gartner Research. :Pettibone, S. (2012). STARWOOD REPORTS FIRST QUARTER 2012 RESULTS. Starwood Reports First Quarter 2012 Results (p. 1).Stamford, Conn.: Starwood Hotels and Resorts.Screen, V. (2012). The Next Office: Why CEO’s are Paying Attention. Steelcase 360 degrees, (63).Starbucks Corporation Fiscal 2011 Financial Highlights. (2012) Starbucks Corporation.Times, L. A., Mcinerney, J., & Andaz, T. (2012). Hotel lobbies go digital. Los Angeles Times. Los Angeles. Retrieved fromhttp://www.latimes.comZachry, M. (2005). An Interview With Donald A . Norman. Technical Communication Quarterly,, 14(4), 469-487.References mentioned informally.
    • 34. About the Project:The underlying idea for the project was to find an innovative way for an outdoor furniture company tomarket a product to the hospitality industry by discovering an unmet need. According to Gartner Research report Future Worker 2015: Extreme Individualization,“Maverick” analysis “focuses on an out-of-the-box scenario that is considered low probability but highimpact. In other words, although certain aspects of the scenario seem far-fetched today, the scenario’simpact will intensify as aspects unfold and affect or accelerate other aspects.” Survey questions where“loungy” outdoor furniture is shown to the respondent as an option was a form of maverick research.This type of exploratory research is important in a competitive business climate. Every angle of apotential scenario that can reach a company’s target audience, needs to be analyzed in order for thecompany to stay current. Businesses need to find unconventional ways to enter new categories and remaincompetitive. The presentation by Future Vision Workshops: Future Concept Lab served as inspiration forthe cultural trend desk research. Nicole Neuberger’s, User experience research and strategy lectureinfluenced the project by providing guidelines for observing the events at Salone del Mobile and served asinspiration a business question focused on service and experience design. Lorenzo Bernorio’s lecture,Research Methodologies along with Davide Jabes lecture on ABIS’s housing evolution were influential increating the survey questions.

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