IIDA Perspective - Fall/Winter 2014 - 22

says
immersive research
has also helped
avoid the confusion
that can arise
definitions
of terms. If the client
comes to us and says
they really want an
collaborative
transparent
environment
means different
different
people
says But if you
go through this

Heartwell says immersive research has also helped avoid
the confusion that can arise from diverging definitions of
terms. "If the client comes to us and says they really want an
'open,' 'collaborative,' 'transparent' work environment, that
means different things to different people," Heartwell says.
"But if you go through this immersion period, you find out
what those terms mean to them in the context of their office
culture. To one organization, 'transparent' could mean
clear-glass offices, but to another organization, it could mean
no walls at all. Immersive research helps us fit the design to
the client instead of giving them a cookie-cutter solution."
At HOK, the process of observation and documentation
is known as "workplace anthropology," and in some cases
it's resulted in findings that resemble what a management
consulting firm might typically provide. One HOK client in
New Jersey is currently trying to determine whether it should
renovate its current space or move to a new location and start
all over. "We have workplace anthropologists, if you will,
walking around eight or nine hours a day with iPads,
observing and cataloging the information in a way that we
can play back to the client," says Tom Polucci, IIDA, AIA, LEED
GA, a senior principal and director of interior design at HOK's
New York office. "We'll say, 'You keep telling us that you need
that meeting room over in the corner eight hours a day,
but for the two weeks we were here, we recorded that that
room was being used this other way.'"
Sometimes, HOK's immersive research process reveals
problems in the workspace that turn out to be related less to
space-use issues than to other, systemic matters within the
client's organization: operations, information technology,
or human resources. "It's an interesting way to start to suss
out what the true issues are, which are both quantitative
and qualitative," Polucci says. "Sometimes our research helps
solidify the client's own sense of their organization, but
sometimes it shows them something they might not have
known, and they go, 'Oh my god, that's a hairy problem
that we didn't know existed.'"

22



Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2014

Contents
Contributors
From IIDA
Behind the Issue
Viewpoints
Pop Goes the Marketplace
Beyond Programming
Startup Design
RFP: Decoded
The Power of Narrative
Inspiration
Colophon
Design Buzz
IIDA Perspective - Fall/Winter 2014 - Cover1
IIDA Perspective - Fall/Winter 2014 - Cover2
IIDA Perspective - Fall/Winter 2014 - 1
IIDA Perspective - Fall/Winter 2014 - 2
IIDA Perspective - Fall/Winter 2014 - Contents
IIDA Perspective - Fall/Winter 2014 - 4
IIDA Perspective - Fall/Winter 2014 - Contributors
IIDA Perspective - Fall/Winter 2014 - From IIDA
IIDA Perspective - Fall/Winter 2014 - 7
IIDA Perspective - Fall/Winter 2014 - Behind the Issue
IIDA Perspective - Fall/Winter 2014 - Viewpoints
IIDA Perspective - Fall/Winter 2014 - Pop Goes the Marketplace
IIDA Perspective - Fall/Winter 2014 - 11
IIDA Perspective - Fall/Winter 2014 - 12
IIDA Perspective - Fall/Winter 2014 - 13
IIDA Perspective - Fall/Winter 2014 - 14
IIDA Perspective - Fall/Winter 2014 - 15
IIDA Perspective - Fall/Winter 2014 - 16
IIDA Perspective - Fall/Winter 2014 - 17
IIDA Perspective - Fall/Winter 2014 - Beyond Programming
IIDA Perspective - Fall/Winter 2014 - 19
IIDA Perspective - Fall/Winter 2014 - 20
IIDA Perspective - Fall/Winter 2014 - 21
IIDA Perspective - Fall/Winter 2014 - 22
IIDA Perspective - Fall/Winter 2014 - 23
IIDA Perspective - Fall/Winter 2014 - 24
IIDA Perspective - Fall/Winter 2014 - 25
IIDA Perspective - Fall/Winter 2014 - 26
IIDA Perspective - Fall/Winter 2014 - 27
IIDA Perspective - Fall/Winter 2014 - Startup Design
IIDA Perspective - Fall/Winter 2014 - 29
IIDA Perspective - Fall/Winter 2014 - 30
IIDA Perspective - Fall/Winter 2014 - 31
IIDA Perspective - Fall/Winter 2014 - 32
IIDA Perspective - Fall/Winter 2014 - 33
IIDA Perspective - Fall/Winter 2014 - 34
IIDA Perspective - Fall/Winter 2014 - 35
IIDA Perspective - Fall/Winter 2014 - 36
IIDA Perspective - Fall/Winter 2014 - 37
IIDA Perspective - Fall/Winter 2014 - RFP: Decoded
IIDA Perspective - Fall/Winter 2014 - 39
IIDA Perspective - Fall/Winter 2014 - 40
IIDA Perspective - Fall/Winter 2014 - 41
IIDA Perspective - Fall/Winter 2014 - 42
IIDA Perspective - Fall/Winter 2014 - 43
IIDA Perspective - Fall/Winter 2014 - The Power of Narrative
IIDA Perspective - Fall/Winter 2014 - 45
IIDA Perspective - Fall/Winter 2014 - 46
IIDA Perspective - Fall/Winter 2014 - 47
IIDA Perspective - Fall/Winter 2014 - 48
IIDA Perspective - Fall/Winter 2014 - 49
IIDA Perspective - Fall/Winter 2014 - 50
IIDA Perspective - Fall/Winter 2014 - 51
IIDA Perspective - Fall/Winter 2014 - Inspiration
IIDA Perspective - Fall/Winter 2014 - Colophon
IIDA Perspective - Fall/Winter 2014 - 54
IIDA Perspective - Fall/Winter 2014 - 55
IIDA Perspective - Fall/Winter 2014 - Design Buzz
IIDA Perspective - Fall/Winter 2014 - Cover3
IIDA Perspective - Fall/Winter 2014 - Cover4
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