Richard Kauntze
Chief Executive, British Council for Offices
Just as consumer behaviour has changed in recent years, so too have the preferences of office workers. Here’s how to keep up with changing expectations.
Expectations of what the office should offer are soaring, particularly from Gen Zs (born between 1996 and 2010, approximately). To satisfy those expectations, office spaces need to learn from the tech, retail and hospitality industries, where many players have mastered the art of customer experience.
What is a UX strategy?
If you have shopped online, and the platform showed you similar items bought by other customers, that’s a user experience (UX) strategy in action. UX draws on data to make your time on the website more convenient and aligned with your needs. So, what does a UX strategy for the office look like?
Think customer first
The British Council for Offices’ report Towards Experience Utopia offers guidance. Start by thinking ‘consumer first’ and recognising that the value of office spaces is determined by how well it meets employee needs. Buildings that fail to attract workers will depreciate quickly, so focus on creating appealing spaces.
Office users no longer want simple
functionality; they require spaces that
enhance wellbeing and creativity.
Leverage data to make improvements
Next, make data-driven decisions by gathering insights on how spaces are used and what employees’ preferences are. Virtually everybody looks at data to make decisions, whether through reading reviews on third-party websites when booking a holiday or scanning social media for recipe ideas. Office designers and employers can use data on workers’ experiences to continuously refine office layouts, amenities and services.
Focus on wellbeing and sustainability
Office users no longer want simple functionality; they require spaces that enhance wellbeing and creativity. Offering diverse settings and amenities to meet workers’ changing needs throughout the day optimises costs and boosts satisfaction. Flexible leasing models also allow employers to adapt spaces quickly, making it easier to respond to hybrid models, evolving technology and shifting team needs.
Finally, just as consumers choose certain products to minimise their environmental impact, operational excellence is key. Ensure offices are sustainable; make efficient use of resources; and align with ESG goals. For the workplace sector, the future is not simply about getting people back in the office — it’s about giving them a space that delivers the best possible working experience.
