Blurring Boundaries Case Study

Blurring Boundaries is a research study I completed on the role of design in fostering an emotional connection between employee and workplace.

As part of a fast growing FinTech, I have watched the internal employee count grow from 60 - 1200 people in 3 years. This extreme growth showed me the importance of employee experience. I wanted to study this more and decided to compare Norman’s Theory of emotional design (2004, Product Design) against internal branding norms to bring out ideas and practices which correlate. Normans Theory, although never compared to internal branding practices, brings to light multiple emotional design touchpoints that a company can better harness to positively influence an employee’s emotional connection to their workplace.

1. INTRODUCTION
2. THEORETICAL FRAMEWORK
- I. The ‘War for Talent’ and it’s push for internal brand focus
- II. The conceptual meaning of ‘Brand’ and its strategic significance
- III. The changing role in the relationship between employee and workplace
3. METHODOLOGY & TERMS
4. ANALYSIS AND DISCUSSION

4.1 VISCERAL DESIGN
Internal Design evoking an immediate response

I. The significance of first impressions
II. Translating company values into creative spatial experiences
III. The value of visceral design in setting expectations

4.2 BEHAVIORAL DESIGN
Internal Design fulfilling external expectation

I. The functionality of behavioral design
II. Aligning internal and external brand communication

4.3 REFLECTIVE DESIGN
Internal Design creating a lasting impression

I. The power of reflective design
II. Designing workplaces for a better you
III. Designing experiences that highlight success
IV. Designing moments of internal pride

5. CONCULUSION
6. REFERENCES

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Taryn Niesena

Taryn Niesena
Berlin, Germany
taryn@niesena.com