The Problem
Partition systems or cubicles are standard office furniture that have been available on the market since the 1960s. The product is quickly becoming a commodity in some markets and leading to bidding war for the lowest price. The team was tasked with exploring new innovations for this otherwise conventional product.
To support this exploration we needed to understand the needs of heavy users and facility managers of this product; software developers in technology and finance companies across APAC and their HR / Office managers.
Role and Methods
I was the user research lead in this cross functional product development team consisting of product manager, engineers, industrial designers, project managers, marketing and launch.
As research lead in this team,
- I facilitated workshops to align hypotheses and research questions with internal stakeholders
- Scoped and created the research plan and enabled other team members to perform research activities that gathered unbiased data from our users.
- Synthesised research findings into actionable opportunities that informed product strategy.
- Presented research process and findings to the wider product teams to advocate for rigorous research methods and getting the whole team involved in fact-finding processes.
To gather comprehensive information, we recruited
- 20 software developers and engineers in Pune, Bangalore and New Delhi working in software engineering, cloud computing and cyber security teams.
- 10 virtual interviews with the end-users and administrators/managers of the furniture systems
- 15 Diary studies to deeply understand the end-to-end experience from commuting to end of work day
- Card sorting and surveys with image prompts to further understand their needs and painpoints.
Findings and Recommendations
Stay out of commodity price battles, focus on differentiation of product and services.
While the pricing teams were re-evaluating the cost calculations, we double downed on exploring how to expand the after sales services for our customers that would help to set us apart from competition even more and avoid the price war to the bottom.
"We have an after sales agreement that any kind of repair or maintenance after sales, they will handle for the next seven years. That's why most of the company moved to Steelcase and Haworth, they are the most expensive workstation but they are giving after sales service which is free of cost."
-Facilities Manager, Embassy Services
Analog tools in a digital world, provide flexibility for range of activities.
Engineers and developers use whiteboards, notebooks, post-its and glass panels for quick discussions and problem solving throughout their day. The panels must enable and empower users to communicate easily and clearly.
"I'll use the whiteboard to sometimes explain problem solving in a functional manner. Colleagues will come to my desk if they are having issue. 5-10 minutes, not more than that."
-Lead Software Engineer, 32
Create ownership and attachment to the office through displays of personality and recognition.
Users value the little ownership they have over their desk and personal storage in an office where everything else is shared. Provide opportunities to display awards of recognition and personal items incorporated in to the furniture.
"So this award I got last year for best employee of the month. So that is why I have displayed it on my seat. Sometimes when you keep these things around you, you feel very good and you feel very motivated."
-Cloud computing engineer, 26
Impact
Based on recommendations from the research findings, the team decided to move forward with 3 new product features in phased development.
Highly positive feedback from end-users and customers when we tested the high-fidelity prototypes in context.
After sale services was prioritised by management for futher exploration to leverage this differentiation from our competitors.
