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FFFran de la FuenteStrategic & Service Designer

Sectors & challenges

Real Estate & Workplace

From the asset to the experience that gives a space value.

A property is not defined only by its size, location or features. Its value is also built through how it is discovered, chosen, accessed, used and managed over time.

I work with real estate and workplace organisations to connect spaces, services and patterns of use: from understanding needs and behaviours through to designing, prototyping and validating new experiences and service models.

Sector challenges

  1. VALUE

    Make what exists beyond the space visible

    Translate location, services, flexibility, community and experience into a proposition that explains why an asset matters to the people who use it.

  2. JOURNEY

    Connect decision, access and use

    Design an end-to-end experience linking search, assessment, contracting, arrival, everyday use and management, avoiding breaks between platforms, agents, operators and services.

  3. EXPERIENCE

    Turn space into a service

    Design amenities, support, maintenance, community and other services around the asset so the everyday experience lives up to the initial promise.

  4. WORKPLACE

    Design for new ways of working

    Connect workplace strategy, culture, collaboration, wellbeing and hybrid work to create environments that respond to how people and teams actually need to work.

  5. USE

    Design from behaviour, not assumptions

    Combine research, occupancy data, space utilisation and feedback to understand how spaces are really used and where they can be adapted or improved.

  6. OPERATIONS

    Sustain the experience day to day

    Connect people, processes, facilities, technology and suppliers so the experience proposition can be consistently maintained after opening or contracting.

How I can help

01

Understand how spaces are chosen and experienced

I research what users, employees, tenants and other actors value when they search for, choose and use a space.

I combine user research, observation, usage data and organisational knowledge to identify friction, needs and opportunities that are not always visible from the asset itself.

02

Define the experience proposition

I transform that learning into value propositions, principles and experience concepts connecting space, services, business and user needs.

This helps decide the role the asset should play and which elements can genuinely differentiate it.

03

Design the journey and service ecosystem

I work on customer, tenant and workplace journeys and service blueprints to connect the visible experience with operations, facilities, technology, channels and suppliers.

The aim is to design the complete system surrounding the space, not only the physical space.

04

Make new services and patterns of use tangible

I turn opportunities into concepts, scenarios and prototypes that explore how a new experience would work before it is implemented.

This may include services associated with the asset, arrival and usage experiences, workplace services, digital tools or new relationship models.

05

Test, learn and adapt

I validate concepts with users and stakeholders and combine qualitative feedback with usage and experience data.

The learning helps prioritise improvements, refine services and evolve the proposition as usage, people and business needs change.

Capabilities

  • Strategic Design
  • Service Design
  • Experience Strategy
  • Workplace Strategy
  • Workplace Experience
  • Tenant Experience
  • Customer Experience
  • User Research
  • Occupier Research
  • End-to-End Journey Mapping
  • Service Blueprinting
  • Service Ecosystem Design
  • Value Proposition Design
  • Workplace Services
  • Placemaking
  • Hybrid Work
  • Space Utilization
  • Occupancy Insights
  • Employee Experience
  • PropTech
  • Concept Development
  • Service Prototyping
  • User Testing
  • Stakeholder Alignment
  • Cross-Functional Collaboration
  • Facilitation
  • Data-Informed Decision Making
  • Continuous Improvement

What this work brings

  • Value propositions that make the distinctive qualities of an asset or workplace tangible.
  • More coherent experiences from decision through to everyday use.
  • Services able to increase the perceived value of a space.
  • Workplaces better connected to culture, collaboration and new ways of working.
  • Decisions grounded in behaviour, feedback and usage data.
  • Concepts that can be tested before implementation investment.
  • Greater coordination across real estate, workplace, facilities, technology and suppliers.
  • Spaces and services able to adapt as their users and contexts change.