Human-Centric Business Spaces：Three Case Studies of Corporate Digital Transformation

Business space design has experienced rapid growth in recent years, with one of the key reasons being the shift towards a "user-centered" approach becoming mainstream in brand marketing. In other words, designing business spaces from a "human-centric" perspective. Commercial space design encompasses aspects such as spatial flow, visual elements, product displays, and interactions, allowing users to immerse themselves in a way that intuitively connects with the brand's image and values.

When we talk about business spaces, most people might think of storefronts that sell products or services, such as pop-up experience stores or exhibitions. However, in reality, any environment that allows users to interact with a brand, in other words, a space that showcases the brand's image and enhances the commercial value of the company, falls within the scope of business spaces.

So, spaces like office environments and tourist factories also fall under the category of business spaces. When planning these business spaces, it's essential to integrate the brand's image into the design thinking, creating a unique experience for the users.

Whether a business is planning an exhibition space or an office, it is essential for the business space to evoke empathy in users and truly connect users with the brand. Therefore, interactive technology has become a significant highlight in business space design. For example, the use of AR, VR, and other technologies not only efficiently utilizes limited space but, more importantly, creates immersive experiences that bring users closer to the brand.

Many businesses primarily sell physical products and often opt for pop-up stores, showrooms, and the like when planning their business spaces. The goal is to allow consumers to directly see the products themselves, thereby enhancing the chances of successful sales. However, when a business offers intangible services, they need to create a context in their business space to highlight the service's unique features. In a business space, companies can control the content they present to users, guide their thoughts and actions, and shape the brand's image and value in the minds of users.

Regardless of the type of business space a company chooses, the key lies in focusing on the target audience, understanding their needs, and planning the style, content, and layout from a user-centric perspective. Through interactions in the business space, users are encouraged to engage with the brand proactively, establishing a genuine connection.

After experiencing the impact of the COVID-19 pandemic, global business models underwent significant changes. Even though the pandemic has started to recede, it continues to present many challenges and uncertainties for businesses. This situation has accelerated the determination of companies to undergo digital transformation. For two consecutive years, PwC conducted a survey on the current status and needs of digital transformation among small and medium-sized enterprises in Taiwan. It revealed that 35% of businesses plan to significantly increase their investment in "digital transformation." The top three objectives that companies aim to achieve through "digital transformation" are "market growth and increased market share," "providing a better customer experience," and "improving operational efficiency."

For businesses, facing an uncertain future, "digital transformation" is becoming the differentiating key to competitiveness. It's no longer a question of whether to do it but rather what to do and how to do it. If the focus of the transformation is on the market and customers, it has a higher potential to yield better revenue benefits. Many companies aim to enhance the customer experience through digital transformation, and the business space is an appropriate first step.

For example, many businesses have a wealth of experience and achievements but are unable to showcase their physical accomplishments. If these assets are digitized, it not only allows for comprehensive and systematic data recording but also, when combined with technological installations in a business space, facilitates an easy and diverse presentation of achievement data. Alternatively, for businesses selling non-physical products or services, a business space with interactive technology can create real-life scenarios, making the advantages of the products or services tangible. In the following, we will share three major cases to illustrate how brands are implementing user-centric digital transformation through business spaces.

With the flourishing development of 5G and the Internet of Things (IoT), the telecommunications industry continues to have a growing impact on people's lives. Far EasTone has leveraged 5G technology to develop a commercial smart building management platform focusing on "intelligent environmental control," "energy efficiency and sustainability," "smart security," and "agile office." They have also established the TPKC Far EasTone Cloud Computing Center as the prime field for the practical application of these technologies, showcasing the boundless possibilities brought by Far EasTone's new 5G technologies.

King One Design assisted in planning the technology showroom with the following features:

(1) Stylish Imagery: The overall color scheme is based on white, combined with a design style featuring curved lines. Glass and baked paint materials are extensively used, along with clever lighting applications, to create a space with a futuristic and technological ambiance. The design simulates a tunnel-like visual sensation, symbolizing the transmission of future technology to users through Far EasTone.

(2) Brand Rejuvenation: The showroom is divided into three major exhibition areas, using various digital technologies to present the practical applications of products and services. This approach makes technology more accessible and easier to understand. Through digital interactions, it showcases innovative thinking, rejuvenates the brand, narrows the gap with younger generations, and shapes Far EasTone as a leading brand in the continuous development of smart technology.

Taiwan's high-tech industry has flourished in the past few decades, but it has also generated significant environmental pollution through waste production. Yung Yuan Group, guided by an environmentally friendly ethos, invests in the recycling and treatment of heavy metal sludge, waste solvents, and more. Furthermore, the company utilizes its proprietary production technology to extract "metal fines" from sludge, which is exported to Japan, South Korea, Southeast Asia, and other regions. In the future, the company plans to venture into precious metal product development and green energy. Through product research and development and the establishment of a logistics system, they aim to realize a sustainable future through a circular economy.

King One Design assisted in planning the first to third floors of Yung Yuan Group's Operations Headquarters with the following features:
 

(1) Brand Refinement: Since the Operations Headquarters are essentially a permanent space spanning three floors, careful consideration of the content and frequency of updates is required. It's crucial to fully understand the company's historical evolution, core values, mission, and product services to determine which data to digitize and tell the brand's story.

(2) Brand Reengineering: The design incorporates warm and well-lit spaces with wooden decor, complemented by a range of technological installations that digitally interpret the group's history and narrative. Interactive technologies, such as AR window displays showcasing product features and light sculpture walls illustrating the research and development process, create immersive experiences for users. This allows users to encounter the human aspect of the company through technology, while the incorporation of greenery and the image of large trees underscores the brand's commitment to sustainability, presenting a refreshing and eye-catching image.

By combining cloud computing and IoT technology, smart technology becomes readily accessible. This advancement impacts various aspects of life, from personal households to workplaces, and even on a larger scale, affecting city and national development, making them more progressive and secure. SECOM, originally specialized in traditional security services, has integrated IoT, AI, and other technologies to introduce new lifestyle choices for people. Users are empowered to take control of security services, tailored to their individual needs, through smart technology.

King One Design assisted in planning the SECOM Tech Exhibition Center with the following features:

(1) Immersive Experience: SECOM offers a wide range of products and services. Instead of merely displaying the products themselves, the design employs digital technology to simulate real-life scenarios that users may encounter, including personal, corporate, and public safety situations. This immerses users in various scenarios, making it easier for them to understand how the services address their needs.

(2) Professional Image: The overall decor primarily features black and white tones, showcasing a stable and professional style. This is complemented by realistic scene settings and clearly segmented service introductions, creating a professional image for SECOM.

Digital transformation is the necessary path for the sustainable operation of businesses. Companies can take the first step by creating business spaces with a user-centric perspective. Business spaces are not just areas for showcasing a company's spirit or products; they are also interaction zones between the brand and users. By employing different styles, scenarios, content, and layouts, companies can create business spaces that align with their ethos and provide added value to the company.

Furthermore, by setting themes and integrating diverse technologies, companies can create immersive experiences that give each space a unique story. This allows users to personally experience the company's strengths and highlights, bringing the brand closer to the audience and, ultimately, delivering more significant business benefits through digital transformation.