SELECTED DESIGN STRATEGY PROJECTS
by Mrinal Bhatia November 20221
I bring with me..
Grippo Elden Hines Draw Prepare Mumbai
Develop Propose Bhubaneswar Dubai Lead Program
Northrop Grumman Tishman Speyer
Chicago Participate Plan Berkshire Hathaway Present Kolkata Analyze Centre Hospitalier de l’universite de Montreal (CHUM) Train Kaiser Permanente Facilitate
Engage Cushman Wakefield
Employment & Human
MBIA Entrepreneurial Montreal
Identify Select Dubai Assess Optimize Karachi
DESIGN
Pittsburg Health Center Concord Health Center Coordinate SF Mart 505 Montgomery 475 Sansome
Tata Medical Center Amity University, Panvel Amity University, Dubai Track Conceptualize Swas Healthcare Pvt Ltd San Francisco
Cummins Aga Khan University Respond Measure Tata Consultancy Services Project Management Prabha Villa Pune CBRE Gozoop First Love NSCI Dome Office Observe Research
Refurbish Inspirium Holistic Care
GGL Clubhouse Deliver GGL Sample Villa Godrej Nest & Nurture Chicago
Godrej South Estate Godrej Air Godrej Meridian Human-Centered Design Delhi Design Godrej One Material Standardization Detail Standardization Ashok Vihar Pitch Repurpose Art Studio Mumbai
Godrej Garden City Collaborate
Godrej Emerald Godrej Woods
Product Standardization Standardize Clubhouse optimization Systematic thinking
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CLUBHOUSE OPTIMIZATION
INSIGHTS
Clubhouse is a jewel in the crown within a residential development
Inconsistencies in product offering with respect to areas & amenities
High capital & operational expenditure
No monetization of current amenities
CHALLENGES
Complex data handling
No industry reference
CONTRIBUTION
Led total initiative from identifying the problem, conducting primary research, analysing data and formulating framework to draw insights & recommendations
SOFTWARE USED
PROJECT OVERVIEW
Outcome of user centric, research driven and scientific approach was to optimize clubhouse formats for all 4 segment offerings for residential developments across India. Provide segments based recommendations for minimum number of amenities, size and a set of design principles for structure and engineering, in order to minimize capital and operational costs.
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Excel, PowerBI, AutoCAD
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Why? DESIGN TO DELIVER VALUE & BETTER CUSTOMER EXPERIENCE SEGMENTATION & DESIGN BRIEFS 1 4 COST OPTIMIZATION 5 FASTER EXECUTION 2 ENHANCED MARKETING EXPERIENCE 3 SPATIAL DESIGN PRINCIPLES 4
LIFE
SEGMENTATION
DATA ANALYSIS
Lowest maintenance project <=INR 5 per sqft.
Clubhouse building sized >=2.5% of Saleable Area of project/phase
+50% land dedicated to green spaces
Most premium specifications in micro market
How? 5
STYLE NATURE LIVING PREMIUM COST EFFICIENT Source: S&M team-HO
How? Area of the club Area / 100sft (Assume 100sft/person as per regulatory for public areas) Maximum capacity of the club Mapped wrt project population Weighted avg @ 3.27% (3.27 club users for every 100 residents) Reverse calculate the optimum area of the Clubhouse Compare optimum area of the Club with the saleable area of the project Weighted avg % segment wise Comparison with competition 1 2 3 4 5 6 7 8 9 6 FORMULATING FRAMEWORK TO DRAW INSIGHTS
Large residential developments only Clubhouse Population : Total Population 3.27% Calculated ratio assumed: TOTAL SAVINGS IN CR. • SAVINGS OF INR 63 CR or $7.8 Mn LIFE STYLE NATURE LIVING PREMIUM 1.50 1.75 2.00 2.50 COST EFFICIENT What? 7 RECOMMENDATIONS
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Prototyping
WORKPLACE STRATEGY
INSIGHTS
Mobility is high but constrained
Flexibility is desired
Employees want more energetic and creative workplaces
Natural light needs to be maximized
More space is needed for calls, meetings and teaming
More space is needed for working with parts near desks
CHALLENGES
The building is complex
CONTRIBUTION
Assisted in conducting workshops, interviews and surveys
Space planned mobility recommendations
SOFTWARE USED
PROJECT OVERVIEW
With their technical teams scattered throughout the city of Pune, Cummins India (an engineering company) desired to consolidate them in one of their factory building to maximize work efficiencies. From the surveys, focus interviews and workshops, team adjacencies and mobilities were recommended to meet their goal.
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2013
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AutoCAD, Powerpoint
Low employee efficiency, lack of synergies and delayed results within the technical groups, was the result of scattered teams throughout the geography of Pune city.
Cummins seeked flexible workplace solution for the tech-team within its factory building which would enable collaboration, research, and increased employee productivity.
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Why?
Workshops I Interviews I Surveys
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What?
Typical neighborhood
Low mobility
25% of all employees work from unassigned desks and other shared spaces, the rest from assigned desks, resulting in a net ratio of 1.15 people per desk.
Moderate mobility
50% of all employees work from unassigned desks and other shared spaces, the rest from assigned desks, resulting in a net ratio of 1.33 people per desk.
High mobility
75% of all employees work from unassigned desks and other share spaces, the rest from assigned desks, resulting in a net ratio of 1.6 people per desk.
Desks that can be loosely organized by team or function. Depending on the scenario 15% to 60% of desks would be unassigned.
Shared private rooms arrayed around desk clusters for easy access.
Team rooms that can be taken over by teams as a primary workspace.
Open team tables that can be taken over by teams as needed.
Equipment tables that can be used for storage, working with parts, simulation, testing, and collaboration.
Social hub that connects adjacent neighborhoods
People movement through the building
Daylight penetration from atrium Daylight penetration from windows12
Low mobility
25% of all employees work from unassigned desks and other shared spaces, the rest from assigned desks, resulting in a net ratio of 1.15 people per desk.
13 More
What?
Dense
What?
Less Dense
Moderate mobility
50% of all employees work from unassigned desks and other shared spaces, the rest from assigned desks, resulting in a net ratio of 1.33 people per desk.
High mobility
75% of all employees work from unassigned desks and other share spaces, the rest from assigned desks, resulting in a net ratio of 1.6 people per desk.
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THANK YOU
References available upon request.
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