putting people first at steelcase
DESCRIPTION
In this Power Hour session, Laurent Bernard will introduce Steelcase’s Workplace Future team, while Joyce Bromberg will discuss how the global office furniture manufacturer uses its human-centered design research methodology to design a corporate learning classroom that enables social learning and the co-creation of content. She will focus on the power of compelling stories and photos to help achieve change inside an organization. Joyce Bromberg, Director of WorkSpace Futures, Steelcase Inc.TRANSCRIPT
CLO Symposium April13,2010
Steelcaseinc.
What’sinaname?
ResearchandDevelopment
AdvancedConceptsandResearch&Development
WorkSpaceFutures
ResearchandBusinessDevelopment
weareabout
of
through
GainingagreaterunderstandingWork,workers&workspacesHumanCenteredDesign
WorkSpaceFutures
“Ba”
Theconceptofexplicitandtacitknowledge
OurCoreBelief
Ask
Torevealtheexplicit
WaysofKnowing
Observe
Torevealthetacit
Engage
Torevealthelatent
a process for human-centered design
• secondary research
• conversant with language
• trend analysis
• photography, ethnography
• contextual interviews
• participatory design
• patterns recognized
• Insights developed
• design principles articulated
• create thought starters
• develop new solutions
observe synthesize realize prototype measure understand
Understand
conductsecondaryresearch
reviewmarketresearch
uncovertrends&relationships
Observe
conductprimaryresearch
runfieldobservations
conductcontextualInterviews
participatorydesign
WorkaroundsObstaclesConflictsWearpatterns
ThingstolookforThingstolookfor
WorkaroundsObstaclesConflictsWearpatterns
Shadowing
Timelapsevideo
ParticipatoryDesign
Synthesize
shareresearchfindings
discoverinsights
createdesignprinciples
ELITO
Clustering
Realize
visualizeproduct&applicationconcepts
packagefindings
circulateideas
Designcharettes
Conceptualsketches
Prototype
buildfull‐scalemodels
runsimulations
collectdata
Foamcoreprototypes
Measure
conductexperiments
providefeedback
iterateandtest
It’saboutthepowerofphotosandstoriestocreatenewmarkets,newproductsandnewexperiences.
HumanCenteredDesign
Thesearchforthe“goldendocument”
“Outofsight,outofmind”
The“hallwayofmisery”
Examplesfromcurrentresearch:
Classrooms
What's the difference between these classrooms?
Not much. And that's the problem.
c.1900 2010c.1957
•understandinghowpeoplelearn
thebrain/anfa learning,memory,physical& physicalspace
•learningtheory switchingbetweenmodes
•assessmentandsimulation
learningbydoing
LearningandtheBrain
•communitiesofpractice
SocialLearningTheory
mentoringandapprenticeship
importanceofvisibility
•collaboration
switchingbetweenmodes
Iandwe
atomsandbits
The Social Life Of Information
.accommodatebothsingle‐andmulti‐focusmodes
.enablingeaseofinformationsharing&immersion• makethinkingvisibleandpersistent
Sequentialsingle‐focus
Simultaneousmulti‐focus
Enable students and faculty to share information in new ways Allowallclassroomstoeasilytransitionbetweensingle‐andmulti‐focusmodes
Learn Lab Steelcase University
Examplesfromcurrentresearch:
KnowledgeManagementandPhysicalSpace
KnowledgeWorker“Knowledgeworker,atermcoinedbyPeterDruckerin1959,isonewhoworksprimarilywithinformationoronewhodevelopsandusesknowledgeintheworkplace.”
“DuetotheconstantindustrialgrowthinNorthAmericaandglobally,thereisincreasingneedforanacademicallycapableworkforce.Indirectresponsetothis,KnowledgeWorkersarenowestimatedtooutnumberallotherworkersinNorthAmericabyatleastafourtoonemargin(Haagetal,2006,pg.4)”
“AKnowledgeWorker'sbenefittoacompanycouldbeintheformofdevelopingbusinessintelligence,increasingthevalueofintellectualcapital,gaininginsightintocustomerpreferences,oravarietyofotherimportantgainsinknowledgethataidthebusiness”
IntellectualCapital
ThomasStewartin,TheNewWealthofOrganizations,understandsIntellectualCapitalasawaytovalueanorganization.Wedefineitas:
HumanCapital+SocialCapital=IntellectualCapital
HumanCapital:AdamSmithsawhumancapitalas“skills,dexterity(physical,intellectual,psychological,etc)andjudgment.”TheIntelligencewewerebornwithandwhatwehavelearnedinlife.
SocialCapital:JamesColemandefinedsocialcapitalas”anythingthatfacilitatesindividualorcollectiveaction,generatedbynetworksofrelationships,reciprocity,trust,andsocialnorms”
IntellectualCapital:is”knowledgethatcanbeexploitedforsomemoney‐makingorotherusefulpurpose.”
KnowledgeCapital
KarenStephensondefinesknowledgecapitalas:
HumanCapital+SocialCapital+Artifacts=KnowledgeCapital
HumanCapital:AdamSmithsawhumancapitalas“skills,dexterity(physical,intellectual,psychological,etc)andjudgment.”TheIntelligencewewerebornwithandwhatwehavelearnedinlife.
SocialCapital:JamesColemandefinedsocialcapitalas“anythingthatfacilitatesindividualorcollectiveaction,generatedbynetworksofrelationships,reciprocity,trust,andsocialnorms”
Artifacts:“anyobjectmadeormodifiedbyahumanculture“.
Canweusephysicalspace+artifactstohelppeoplelearnfromthepast?
CanIntelligentSpaceshelpsmartpeoplesolvehardproblems?
Thelabisaprototypespaceintendedtoenablethesharingofinsightsfrompastandcurrentresearch.
SociologyLab
FloorPlan
ProjectDrawers
ProcessMap
Synthesis
InsightTiles• Workplace,• HigherEducation• Healthcare
ThresholdDendriteMaps
MediaArchiveCoolirisforobservationphotos
ThresholdAtthecrossroadsofProductDevelopmentatSteelcase
ThresholdasBoundarySpanner:FoodisaGrandattractor
InsightsTiles–Insight,TrendandFrameworktilesTobeusedasbuildingblocksfor
conversations,brainstormingordevelopingnewideas.
InsightsTiles:Workplace,HigherEducationandHealthcaretiles
MediaArchive:Thecooliristoolallowsuserstoeasilyviewandorganizephotosfrompastobservations
ProjectDrawers:Themergingofphysicalanddigitalarchives
ProjectDrawers:Themergingofphysicalanddigitalarchives
test
nowandalways
learn
toseetheeverydayinnewways
brand
thewholebywayoftheparts
build
fromtheinsideout
Space Matters
Examplesfromcurrentresearch:
TheSocialLifeofLearning
powered tables
Front porches and impromptu interactions…utilize the between space
Transposition of expectations
Steelcase Leadership Community
Collaborative content creation
The Collaboratory
Entrance to Steelcase University