Key experience considerations when planning master developments, giga projects and cities

Physical spaces are defined by their physical edges, but places are defined by the people, activities and engagements within them. Developers need to do more than just build buildings. They need to create places for communities to grow and thrive. It starts by understanding the needs and priorities of the people and communities that will inhabit them.  ‘Placemaking’ refers to a collaborative process by which we can shape our public realm in order to maximize shared value. More than just promoting better urban design, the concept facilitates creative patterns of use, paying particular attention to the physical, cultural, and social identities that define a place and support its ongoing evolution.  It capitalises on a local community's assets, inspiration, and potential, with the intention of creating public spaces that promote people's health, happiness, and well-being. 

Therefore, when designing for physical spaces, we need to consider who are the people who use the space, where and how do they spend their time, what activities they do within that space, and the sequence in which they do them.

It is also important to involve your target audience in the process by giving them the opportunity to experience the space you’re building. The industry is already using combinations of augmented reality (AR) and virtual reality (VR) to showcase designs before plans are finalised so developers can gain feedback from people to help refine final design choices, this should be extended beyond investors and stakeholders to also include your target customers.

“We’ve all visited places that at first sight look amazing. Then once you start using it in earnest, some of the practical elements of how it works don’t live up to expectations. Getting people’s honest opinions before making expensive decisions can save developers time and money, form a better marketing approach, and make their product more appealing to the audience. Research can help these developers identify target audiences and test key aspects to ensure the lived experience is every bit as good at the stunning architecture and design suggests it should be”, Pitts added.

"At ExperienceLab we are passionate about engaging with customers and firmly believe that taking a customer centred approach to all stages of design is key to avoiding many design blunders. Finishing touches matter. Testing these with your audiences is important.For example, can people find their way around and discover what’s available? Do they want to use the spaces in the ways you intended? Are the residential show-homes attractive to your target audiences? Is the vibe of your community spaces in line with what your target customers are looking for? Is there a priority need that you’re not meeting?", Kristine Pitts

On that end, Pitts commented “At ExperienceLab we are passionate about engaging with customers and firmly believe that taking a customer centred approach to all stages of design is key to avoiding many design blunders. Finishing touches matter. Testing these with your audiences is important. For example, can people find their way around and discover what’s available? Do they want to use the spaces in the ways you intended? Are the residential show-homes attractive to your target audiences? Is the vibe of your community spaces in line with what your target customers are looking for? Is there a priority need that you’re not meeting?”

In KSA, some of the new master developments such as Qiddiya are creating spaces unlike anything that currently exists in the vicinities. These places offer the opportunity for Saudis seeking a different kind of lifestyle, expats seeking something that feels familiar compared to what they are used to from other countries, or local visitors drawn by attractions to spend a few hours. But what draws them? What are the deciding factors that make them choose to live, set up their workplace or spend their Friday afternoons?

Designing places for families to live requires different priorities than if your target market is young professionals. Saudis might value and prioritise different aspects of where they live compared to expats, but trying to cater to everyone all together caters for no-one. Therefore, understanding needs and priorities of different target groups helps shape how you design dedicated spaces for each group, and this is where ExperienceLab comes to fill in the gap.