Data-Informed Design - Decoding Creative Style to Design the Future of Work

In the age of artificial intelligence, our ability to think and lead creatively is the foundation of our potential, and the future of the office is a space where creativity is prioritised by our leaders, encouraged by our colleagues, and enabled by our workplace.

The identity and purpose of the office has evolved. Hybrid work and "virtual-first" or "remote-first" have become a far more substantial part of normal business, and as a result, physical offices have transformed from defaults to deliberate destinations for deep work. Reflecting these changing attitudes, recent office trends prioritise collaborative spaces, open seating, and virtual meeting technology integration, but creativity does not always involve collaboration. Even individual focused work requires creativity, and understanding what different people need to be creative in all types of work is the first step in designing workplaces that actively enable creativity in their talent.

“Space has a profound impact on the experience level people have at work” says Martin Hinge, Executive Managing Director, Project and Development Services, Asia Pacific, JLL. “We are using the newest scientific methods to make the workplace a motivating place where people want to be.”

Through a ground-up analysis of the creative habits and work styles of more than 10,000 people, seven creative styles have been identified that reflect differing approaches to work, ways of thinking, and workplace preferences.

The Work Science program at JLL is working to decode creative style to understand how we can enable each style to do their best work. Through a 2023 pilot of the Creative Styles survey within JLL employees in Singapore and Hong Kong, we have uncovered the precise physical, technical, and operational needs of each style.

Very few organisations are using data beyond overall utilisation rates and cost to inform design practices.

“Everyone has the opportunity to create, and thinking about how you do your best work is essential for companies to innovate in the future.”

- Ben Hamley, Data-Driven Design and, Innovation Director, Asia Pacific

By employing the Creative Styles approach, we can “quantify the unquantifiable” and measure an organization's talent base, uncover their distinct creative composition, understand their precise environmental requirements, and utilise factual data to shape the design of their office. This innovative methodology, rooted in data-driven design, will transform the way we create workplace solutions.

The data-informed design method employs four stages to identify areas of improvement in the workplace for the unique distribution of creative styles in each office, create the ideal experience based on the needs and preferences of each style, propose design concepts for the optimised workplace, and produce a cohesive and actionable plan ready for implementation.

The first stage leverages our HX Analytics benchmarking tool to reveal world and industry leading insights into how people work best, their habits, and creative styles. It uses Creative Style benchmarking and innovative neuroscience tools to reveal when users feel most engaged and productive, linking satisfaction levels with workplace features.

This diagnostic provides essential insights that inform the design specifications that will create an experience that aligns with user needs and preferences.

The second stage uses detailed observations, data, and interview insights to understand their needs and preferences to describe the kind of experience a built environment should offer to its users. This informs concept designs and renderings of ideas for space that is not only functional but also engaging. Using the diagnostic data, the brief will accommodate the wide range of work styles present in each unique firm, promoting a positive and productive workplace for everyone.

Once the brief is complete, we then turn to the task of understanding how we can best use your available space (current or future) to precisely proportion the furniture, fixtures, finishes, and other workplace elements to create a functional and aesthetically pleasing space. Much of this is automated and leverages GenAI tools such as QBIQ. This stage focuses on optimising spatial efficiency, user comfort, and overall flow. Designers ensure all requirements from the concept design are met, producing a cohesive, actionable plan ready for implementation.

The fourth stage translates insights from the brief into tangible design concepts by developing sketches, layouts, and renderings that represent the envisioned space. Designers explore configurations, materials, and aesthetics to ensure functionality, efficiency, and inspiration. Key considerations are spatial flow, ergonomics, technology integration, and features accommodating diverse work styles.

The future of work will be shaped by the integration of data and human-led design.

“Embracing human-led design is not just a trend; it’s a strategic imperative that can lead to a more engaged, innovative, and successful workforce” says Stephen Jay, Head of JLL Design Solutions, Americas.

We are rethinking our workplaces with the human needs of our employees at the leading edge of design, creating spaces that are catalysts for productivity, creativity, and wellness.

Our data-informed design methodology is developing a science of work that seamlessly combines research, people strategy, and design principles to enable diverse talent bases to thrive in their work environments. For more insights on how JLL can help you implement data-informed design solutions, explore JLL Work Science.