It's official – good design creates great experiences, according to Gensler research

We’re now able to prove that design is the X factor that takes a good experience and makes it great
– Andy Cohen, Gensler co-CEO

Architects and designers breathe a sigh of relief... design officially has a quantifiable impact on human experience.

That, at least, is the verdict of global architecture and planning firm Gensler, who have published a new index they claim proves, once and for all, that design is a critical factor in determining how we feel about the spaces we occupy.

The Gensler Experience Index is the result of a multi-year, mixed-methods investigation that combined qualitative and ethnographic research, such as 30 two-hour interviews with people in five markets across the US, with quantitative research, including a nationwide, panel-based survey of over 4,000 respondents.

The research combined known drivers of creating a human experience – product, brand and service quality – with design factors, which Gensler claim “have not previously been factored into the formula”.

The results demonstrate that design is the key differentiating factor “between a good experience and a great one” and offer “a holistic framework for understanding human experience across retail, public spaces and workplaces”.

The findings revealed that:

• The quality of experiences at the “best-designed” spaces was rated nearly twice as high as those at the “worst-designed” spaces.

• Places designed to accommodate multiple activities — from working to socialising to exercising and everything in between — are far more likely to result in great experiences.

• More than half of consumers go to retail stores for reasons other than shopping, and three out of four who visit retail stores without the intent to buy end up making a purchase.

• People are 10 times more likely to share their in-store experiences on social media if those stores have unique design features. For workplaces, they are six times more likely, and for public places, three times more likely.

• Places that are considered "beautiful, unique, authentic, inspirational, intuitive, and welcoming" offer the best overall experiences.

Gensley concluded that a person’s intention when visiting a space, combined with their expectations, quality of interactions and quality of the space “together inform how it will be perceived”.

“The way people work, shop, and live has evolved dramatically — and our clients are constantly asking, ‘How is design the differentiator in creating great experiences?’”, said co-CEO Andy Cohen.

“We're seeing an exponential increase in people’s expectations of place-making and space. Our clients are looking to create human experiences that help them stand out to customers, visitors and employees. We’re now able to prove that design is the X factor that takes a good experience and makes it great.”

He added that businesses that do not invest in design are overlooking an opportunity to improve sales, build consumer loyalty and engage employees.

According to the Index, public spaces are the most aspirational space type, with one out of five users visiting specifically for inspiration or to learn something new.

“Every space we studied supported a strikingly wide variety of activities – a symptom of today’s everything/everywhere culture and a recognition that the spaces we spend time in must reflect the ‘blur’ of our modern lifestyles,” said Gensler.

“As we continue to conceptualise and create great places, public spaces offer a number of lessons that can be adapted to any space type, and with good reason.

"Public spaces support the widest diversity of experiences, offer some of the best experiences overall, and are the most likely to be shared on social media by visitors. Why? Their capacity to support unstructured time – providing a platform for reflection, inspiration, and unplugging as well as fun, socialising, and work – is a lesson in variety and adaptability. Their diversity and welcoming nature prove to be key components of success too, a goal toward which every space should aspire.”

The full Gensler Experience Index is available here.

Gensler  Gensler Experience Index  public space  architecture  design  wellbeing 
Related stories

FEATURE: Editor’s letter – Defending the public realm

Architects and designers breathe a sigh of relief... design officially has a quantifiable impact on human experience. That, at least, is the verdict of global architecture and planning firm Gensler, who have published a new index they claim proves, once and for all, that design is a critical factor in determining how we feel about the spaces we occupy. The Gensler Experience Index is the result of a multi-year, mixed-methods
CLD,ARC,DES
The Gensler Experience Index found that design is a critical factor in determining how we feel about the spaces we occupy / Eric Laignel
More news
News stories: 1 - 30 of 6388     
 
 
 
News stories: 1 - 30 of 6388     
 
 
 
latest jobs
company profile
Company profile: Alliance Leisure Services Ltd
The company’s core business is the provision of facility development and support for local authorities, educational establishments and leisure trusts that want to improve or expand the leisure products and services they offer.
Try cladmag for free!
Sign up with CLAD to receive our regular ezine, instant news alerts, free digital subscriptions to CLADweek, CLADmag and CLADbook and to request a free sample of the next issue of CLADmag.
sign up
features
The final phase of the Governors Island park project opened in July 2016, with sloping landscapes offering views of New York Harbor
Adriaan Geuze
"The profile of landscape architecture has been raised by international cities competing with one another"

How the West 8 founder is using the healing power of nature on a Korean site with a turbulent history

Olthuis’ Sea Tree is a new concept for high density green space in cities, and would provide a floating habitat for flora and fauna
"You could have cultural events and museums that go from city to city. It’s a new way of thinking"

Rising sea levels and a shortage of land are leading to increased interest in floating buildings. We take a look at some fascinating projects

Catalogue Gallery
Click on a catalogue to view it online
To advertise in our catalogue gallery: call +44(0)1462 431385
features
The aim is to promote sport via learning and engagement
"Whenever you’re looking at it, the elevation is running away from you, so it never looks quite as big as it really is "

FaulknerBrowns’ Dutch sports facility

The 2,840sq m spa and wellness centre is set around an impressive courtyard
"This carefully choreographed interplay of room and courtyard extends through all scales of the masterplan"

The desire to save a threatened forest and historic buildings in China led to a truly unique resort, We speak to the people that made it happen

features
Ed Ng
"Of all hospitality design, we feel that F&B is the most fun. You can be creative and it’s where you get all the limelight"

When ABConcept’s co-founder got The brief for the Four Seasons’ Mei Ume restaurant, he jumped straight on the plane to London. He tells us why

The footprint of the building was defined by the triangular shape of the site, says MacEwen
DMAC’s Dwayne MacEwen
"The hotel concept came late in the game, but it was an inspired idea"

The newly renovated Chicago Midtown Athletic Club features a boutique hotel, a pool-come-ice rink and spaces designed by Venus Williams

cladkit product news
Dornbracht debuts Rainmoon wellness shower concept at  Salone del Mobile
Rainmoon is a multi-sensory wellness experience designed to revitalise and reinvigorate the user
Lauren Heath-Jones
Dornbracht, a German-based luxury bathroom specialist, has launched an innovative new shower experience, Rainmoon. Slated as the next generation of ...
Hotel Crescent Court opens new spa following multi-million-dollar renovation
Hotel Crescent Court has reopened its spa after a multi-million dollar refurbishment
Lauren Heath-Jones
Hotel Crescent Court, a luxury hotel in Dallas, Texas, has reopened its spa and fitness centre after completing a multi-million-dollar ...
Empex Watertoys partners with Singapore architecture firm on new splash park
Buds is a new splash park that caters to children aged 12 and under
Lauren Heath-Jones
Empex Watertoys has partnered with Singapore landscape architecture firm Playpoint Singapore Pte to create Buds, an exciting new splash park ...
cladkit product news
Kvorning wins contest to design aquaculture exhibit at Norway's Coastal Museum
The exhibition explores the history of Norway's fish-farming industry dating back to 1970
Lauren Heath-Jones
Copenhagen-based design studio Kvorning Design and Norwegian advertising agency Vindfang have won a competition, organised by Museums in Sør Trøndelag ...
Ben van Berkel launches UNSense startup to boost health and wellbeing in built environments
Kim Megson
Dutch architect Ben van Berkel and his design firm UNStudio have launched a tech startup to “improve the health and ...
Bright Buildings to create UK's first 'open sky' swimming pool
Bright Buildings will create the retractable roof for the Open Sky pool at Ivybridge Leisure Centre
Lauren Heath-Jones
Leisure operator Fusion Lifestyle has announced that it will invest millions of pounds over the course of the next three ...
cladkit product news
Parkside opens flagship Chelsea showroom
The showroom is designed to inspire its clients
Lauren Heath-Jones
Parkside, a designer of contemporary porcelain and ceramic tiles, has opened its first showroom in the UK. Located in Chelsea ...
London's new pollution-eating living wall has air purifying power of 275 trees
CityTree is a living wall that reduces particulate matter and nitrogen dioxide in the air by 30 per cent
Lauren Heath-Jones
The Crown Estate, a London-based commercial real estate company, has partnered with Westminster City Council and cleantech specialist Evergen Systems ...
x
Sign up with CLAD for regular news updates