Architecture + UX: Birds of the Same Feather?
Customer experience design and traditional UX design draws many parallels with architecture and interior design. While one primarily attributes its success to the utilization of sight, hearing, and at times touch, the other incorporates all 5 senses. Digital customer experience design is primarily attributed viewing the 2D environment through a glass lens, using sight, hearing, and touch. Architecture and interior design involves a 3D environment, where the glass lens is stripped away, and a person is actually immersed and connected with physical space and utilizes all 5 senses. How a space feels, smells, what it sounds and looks like, and in some cases like restaurants, how things taste, all contribute to the designed experience. But first, to beg the question: How can you possibly draw likenesses between 3D-built environment experiences and digital experience design?
Built environments are a place where we spend most of our time…especially indoors, which is more than 80% of an average person’s day. This is why experience design is so crucial when designing for them. Architectural and interior designers are constantly designing and advocating for people who want to be able to utilize a space with ease, understand navigating how and where to go to get to their destination (i.e. signage and way finding), and primarily, have a delightful experience in doing so. The same is true for digital experience design. That same level of design thinking for usability and function must be incorporated into both 2D-space and 3D-space.
A similar formula from conception of a project occurs within both Architecture and Experience Design:
Client interviews — understanding goals and needs, identifying the “W’s”, and “how’s”. Next is ideation and conceptualization of how the experience should feel (Called Concept Development in architecture). Then, a design theme and prototype develops (Coined the Design Development phase in architecture), whether it is a 3D-simulated model, rough sketches of floor plans, or high-level VR walkthroughs. Following the prototyping phase, evaluation and close monitorization occurs with the client to ensure that all of their needs are being met for the space and its end use. Next up, a production (Drafting the drawings) and quality assurance (Going through and adding notes for corrections to the drafted documents) phase occurs (Referred to as the Construction Documentation phase in architecture). The fifth step is called Construction Administration, where the building is actually being built, and the contractors/sub-contractors who are constructing the building closely communicate with the architects and designers to catch any additional overlooked errors in the drawings, and they are most often either resolved on the spot or through ASI or RFI documents (Architect’s Supplemental Instructions or Request for information documents). The contractors act a lot like interviewers and testers during the usability testing phase, constantly providing feedback and identifying successes, gaps, and failures. Finally, the CO is sought (Certification for Occupancy) once the building is completely built. Once a CO is obtained, this is the most rewarding phase; When we get to present an awe-inspiring vista of experiences to a customer once they enter the built 3D-space, getting them excited that they are there…a lot like digital experience design.
Phase 1 | Interviews + Understanding Needs
Interviewing with clients (The “stakeholders”) in architectural design is a long process filled with understanding the needs and wants of the client and how they want customers to use the space. Often this entails a heavy programming (research) phase that dials into how the space feels, and all of the different components of the desired experience. The common questions that are asked are “Who is using the space?”, “What are they doing when they use the space?”, “How do we want them to use the space?”, and “How do they easily navigate to their destination in a massive environment filled with distractions?”.
Phase 2 | Concept + Schematic Design
Once those questions are answered, the concepting phase happens, and we figure out how we’re going to implement the answers into a 3D-space. This is frequently when materials, color palettes and patterns, icon features of the space, and underlying themes are addressed. This is where spaces are mapped out in floor plans (sort of like creating wireframes), and where material and color application begins to take shape. A fleshed-out presentation is delivered to the client for review to ensure we are on track, incorporating their vision seamlessly with our own.
Phase 3 | Design Development
The design development phase occurs immediately once approval from the client is received. The design development phase tends to be a lot of trial and error, making sure that not only the materials and concepts used make sense aesthetically, but that the space isn’t functionally irrelevant to the needs and wants previously established, since it’s easy to deviate when ideas are constantly flowing back and forth.
Phase 4 | Construction Design + Production
Following the design development phase, production and construction documentation begins. This is where the concepts are “hardlined”, a likeness to high-fidelity wireframes or mock-ups. The city which the building is being constructed always requires a permit drawing set, which is very much like a MVP deliverable. They want to see all of our drawings produced to ensure that the space functions, that required codes are being followed, and are not in risk of causing liability issues. At this point, the city is mostly focusing on the structure/bones of the architecture, mechanical, electrical, and plumbing systems, and sometimes the landscape design as well, depending on the project. They’re not necessarily paying mind to the interior design of the spaces. Once the city redlines the drawings and provides their remarks for mandatory action, the architects and interior designers return to the drawing board to pick up their comments and create a drawing set for 100% completion.
Phase 5 | Construction Administration
Once a drawing is 100% complete and fully approved by the city (Architects and Designers call them “100% For Construction Document Sets”), the CA (Construction Administration) phase takes place. As mentioned previously, CA usually entails a lot of dirty work with close communication to contractors, and their sub-contractors. All of the errors made during the drafting process rear their ugly (And at times, costly) heads, and action is immediately required by the architect or interior designer so as to not hinder the hard opening date of the building. If the schedule is compromised in any way, this potentially jeopardizes the client’s revenue and reputation, which is obviously a huge issue for first impressions. CA takes the longest of all of the phases. It can take 1, 2, 3, 5, or 10+ years depending on the scope and size of the project. Once the building is completed for construction after that timeframe, the site is reviewed for quality and follow-through of all codes, execution, and implementation of laws.
Turning this…
To this…
Phase 6 | Exposure to Public (i.e. Occupancy)
If a successful review happens, a “CO”, or Certification of Occupancy, is provided, and the front doors can open for people to enjoy the space. Once the Certificate of Occupancy (The certificate issued by the city that states the building is safe and that people are allowed to be inside of it) is obtained, business reputations can be built, revenue can be increased, and, most importantly, experiences can be had.
As one can gather, the processes for the two professions of architectural/interior design and experience design are not mutually exclusive of one another. Both design for human interaction, ask pertinent questions through an intensive research and development phase, and each requires the same level of design thinking. What’s more, is because both revolve around human centered design, each requires the same soft skills required for presenting, client interaction, and people/team collaboration to build a successful product. The biggest difference between the two fields is UX focuses more on software and digital interactions, whereas architecture focuses on interactions within physical spaces around you. The exciting thing is that the line is quickly blurring as technology advances; our 3D world is becoming more digital, and our 2D world is becoming more physical (Think virtual reality, augmented reality). There are also no “alpha” or “beta” versions in architecture. Once a building is opened, there are no new releases or patches. A building typically goes without modification until its renovation cycle, 5–10+ years beyond the initial opening date. Thus, the “iteration” cycle of architecture is much more drawn out. The building simply is, and organically evolves over time, withstanding decades, if not centuries.