Podcast: The intersection of strategy and design

What is workplace strategy?

Workplace strategy bridges the gap between a client’s ambitions and the practicalities of design. Addressing essential questions: What are the client’s objectives? Who will use the space? What problems need solving? Mariana likens it to creating a recipe for a complex dish:

“Designing without strategy is like going grocery shopping without a list,” she explains. “You might manage the process, but you’re likely to miss key ingredients.”

Frances refines the analogy further, suggesting that strategy acts as a cookbook, defining the desired outcome and providing a roadmap to achieve it.

Strategy and design: a partnership of equals

The discussion highlights the evolving relationship between strategy and design. Historically, these disciplines operated separately, with strategy teams producing detailed reports for designers to interpret. Today, the approach is far more collaborative.

Mariana shares her experience working on the Unity project in Brighton, where strategy was instrumental. “We interviewed stakeholders for hours, gathering insights that shaped the design. When new clients came on board mid-project, the strategy work allowed us to align their expectations seamlessly.”

Frances emphasises the importance of this partnership: “By collaborating early on, we ensure the design is grounded in evidence and aligned with the client’s vision. It’s not just about aesthetics, it’s about problem-solving and delivering results.”

Why strategy enhances workplace design

• Reducing risks: Strategy creates a framework that mitigates uncertainty. It ensures design decisions are informed by data, user feedback, and validated insights.
• Addressing complexity: Modern workplace design is increasingly complex, involving sustainability, inclusivity, and advanced technology integration. Strategy helps manage these layers by prioritising needs and aligning stakeholders.
• Encouraging collaboration: Mariana notes that successful projects thrive on breaking down silos: “Forget about teams and emails. Let’s sit together and workshop ideas. Strategy fosters these human connections, making sure everyone’s input is valued.”
• Enabling flexibility: As projects evolve, so do client needs. By embedding strategy into the process, we can ensure adaptability, revisiting and refining solutions as circumstances change.

Building trust through strategy

Mariana and Frances both highlight the evolving dynamics of client relationships. Clients often arrive with preconceived ideas, influenced by trends or personal preferences. Strategy helps to ground these ideas in practicality.

“It’s not just about delivering a meeting room or a café,” Frances explains. “It’s about understanding whether the client wants to foster a collaborative culture or create a sense of community. Strategy gets to the heart of the ‘why.’”

Mariana adds that strategy is invaluable in navigating the complexities of modern client structures, ensuring clear communication and alignment throughout the project lifecycle.

Lessons from the living labs

M Moser’s own workplace transformations, such as the London living lab, exemplify the power of strategy and design working in unison. Feedback from our employees underscored the importance of quiet zones and ensuring a neuro-inclusive environment that balances spaces for focus and collaboration. This iterative process has been driven by ongoing user input, allowing the space to evolve and meet a variety of needs.

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