A workplace strategy for Unispace Italy

Abstract

At the beginning of this thesis work, an initial exploration identified two main problems that impede the proper application of the strategy stage, part of Unispace Global methodology, in the Italian studio.
On the one hand, a need for simplification and adaption emerged. The current strategy offering is too complicated to be taken as is and used by the Italian team, as no guidance on the use and application of such phase was provided. The strategy package needs to be redesigned for an easy application into an already running workflow. On the other hand, a second problem lies in the communication of such strategic offering. In fact, the addition of a new project phase needs to be properly communicated to ensure a successful integration. Unispace employees need to be educated on the values of workplace strategy and guided through its structure to learn applying it themselves.

The thesis goal was therefore articulated as follow:
(01) Simplify a framework of strategic tools, (02) adapt it to the company market,
and (03) design a communication strategy to illustrate the value of such strategic offering.

A deeper analysis was developed and highlighted what directions the final design could follow to reach the aforementioned final objectives. It emerged that (a) a greater engagement of the clients during the strategy phase had to be provided, as only technical activities were performed in the studio. This enables the projects to lose its foreign character and it supports Unispace in building a relationship with the client, enhancing the chance of being entrusted for the next project phases. For acting as a leader, Unispace team needs to have a clear understanding on the strategy steps to follow, as a confused guidance does not express confidence. Therefore, (b) the structure had to be implemented, separating the phase of strategy and design, which currently largely overlap. Also, the final design had to (c) support Unispace playing offence, anticipating clients’ needs, offering adequate support and acting as a project leader.

Having identified the problems, set the thesis goals and identified the design objectives, the final design was developed. This resulted in multiple tools for Unispace Italy to successfully perform strategy as an independent stage:

An easy to understand and simplified strategy offering, with clear explanation on the value of workplace strategy and a set of cards to organize and perform all the strategy tools offered to clients by Unispace. Also, InDesign and Illustrator template files are given to the company to have the basic materials to perform the strategy tools. These serve as a beginner guide for any Unispace Italy employees approaching to strategy. It is an internal communication tool for making Unispace Italy employees aware of the possibility of design strategy applied to workplace projects.

Based on Unispace Italy clients analysis and scholar research on Roger’s innovation adoption categories, a new tool is designed. This helps to identify the client’s approach to innovation, understand if it is worth investing strategy in the project and, where necessary, it suggests the correct strategy package to offer. Also,a new service blueprint is outlined. These enable Unispace Italy to play offence, anticipating client’ needs and confidentially leading the project.

At this point, Unispace Italy has all the tools to successfully integrate and perform the strategy phase into the current workflow.