University of Reading VALUE THROUGH DESIGN CIB W96 ARCHITECTURAL MANAGEMENT ii VALUE THROUGH DESIGN CIB W96 ARCHITECTURAL MANAGEMENT PROCEEDINGS OF THE CIB W96 COMMISSION ON ARCHITECTURAL MANAGEMENT HELD IN READING SEPTEMBER 2001 CIB Publication 280 Editors: Prof. Colin Gray, University of Reading, United Kingdom. Joint coordinator W96 Dr. ir. Matthijs Prins, Delft University of Technology, The Netherlands. Joint coordinator W96 Technical Editor: Suzanne Tol Delft University of Technology, The Netherlands. ISBN: 90-6363-???? Published by: CIB Rotterdam, December 2002. Copyright © 2002 by CIB, University of Reading and Delft University of Technology. iii iv PREFACE On September 14-15, 2001 on Reading University Campus, the “Value Through Design” Conference championed a design agenda that placed design foremost as the driver to produce more effective value added project solutions. This, annual W096 International Conference, has set an ambitious programme to review the current research programmes to establish measures of the value of the architectural input to construction projects, which is a matter of interest to all in the construction industry. The value of the end product to the customer is driven by the architect, but in the complex world of modern projects, has become buried within the myriad of aims of other experts involved in delivery. To change this means measurement. To explore these issues fully, W096 had joined the Design Research Society, to organise and develop the scope of this Conference. The conference attracted about thirty participants, mostly from Europe (Germany, The Netherlands, Sweden, Turkey, United Kingdom) but also from other parts of the globe (Australia, Brazil, New Zealand. –North- America). Invited keynote presentations were given by prof. David Gann (SPRU), Marco Goldschmied (RIBA) and Sunand Prasad (RIBA). Prof. David Gann, Prof. Colin Gray and Dr. ir. Alexander Koutamanis presenting CONFERENCE THEMES Sunand Prasad (RIBA) stated during the conference that: ‘there has never been a greater need for evidence-based promotion of design in the built environment’, which accurately addressed the scope of the conference. Papers were presented under the following themes: v 1. Articulating the range of benefits that design can open up Designers in many parts of the world are under increasing pressure to demonstrate the added value of their contribution. At its worst, fees are being reduced because the value of the contribution cannot be articulated. Architects and engineers need to find appropriate methods for communicating the added value of the design contribution with the local audience. - Key performance indicators - Value based procurement - Post occupancy evaluation - Techniques for measuring value 2. Developing a shared language and values Design is not the application of one set of solutions given a common problem, but a problem that is evolving and requires applicable solutions to it. In this way design is an abstract concept. However, to communicate the scope of the issues common models allowing the sharing of ideas concepts and processes need to be developed. - Process modelling - Generic models - Adaptability of models 3. Recognising that design is a process of developing solutions over time Whilst designers appreciate the time necessary for design to formulate others may not, so methodologies which allow clients and users to appreciate the time for design need to be considered. This will address the different stages of the design process and the need for different groups to achieve a level of understanding, which will then support the subsequent project design activity. The methodology should be designed such that the primary designer in each stage can undertake the education of those with whom they will be working. - Process planning - Communication approaches within and without the design team - Training of clients in the design process 4. Understanding that design involves a large number of people and skills Methodologies required to identify key knowledge-needs at each stage of the process, so that the management and procurement process can provide it. At one level it can be prescriptive, but where the design is introducing innovative concepts and technologies the methodology must be open to enable the procurement process to clearly establish the specific knowledge that is needed. - Procurement of design expertise - Specialist Trade Contracting practices - Knowledge management - Learning organisations 5. Removing the fear of technological experimentation Innovation of technologies and the inherent modification of processes is the lifeblood of construction. However each project deals with these issues in different ways depending upon the competencies and capabilities of those involved. - Measures of innovation - Team capabilities to deal with innovations - P I Insurance - Legislation and regulation vi 6. Raising the awareness Methodologies for developing 'design awareness' that can be used at each stage of the project to induct clients, planners, and specialist designers in raising an awareness of the potential for the creative contribution. - Multi media approaches to benchmarking - Identification of individual audience needs - Visual versus text approaches to design values - Value based performance specification ADDED VALUE During the conference an excursion was made to the 'London Eye'. This excursion acted as an excellent example, illustrating how modern construction can add value in –historic- inner cities. Some impressions from the excursion to the 'London Eye' COLIN GRAY MATTHIJS PRINS Reading, Delft December, 2002. vii viii CONTENT SOLVING DESIGN PROBLEMS TO ADD VALUE ............................................................................................ 1 Austin, S.A., Thomson, D.S. 1 Loughborough University, Department of Civil and Building Engineering, United Kingdom .......................... 1 Introduction ............................................................................................................................................................... 1 Design Problems and Design Management .............................................................................................................. 2 Value-Adding Mechanisms to Supportive ................................................................................................................ 5 Conclusion ................................................................................................................................................................ 7 Acknowledgements ................................................................................................................................................... 8 References ................................................................................................................................................................. 8 VALUE BY DESIGN: A QUALITATIVE APPROACH ....................................................................................... 9 H. M. G. Bártolo 9 University of Reading, Department of Construction Management & Engineering, United Kingdom ............... 9 Introduction ............................................................................................................................................................... 9 Design Decision-Making ........................................................................................................................................ 10 Quality & Value in Design ..................................................................................................................................... 11 Method .................................................................................................................................................................... 12 Questionnaire Results ............................................................................................................................................. 12 Results ..................................................................................................................................................................... 15 Acknowledgements ................................................................................................................................................. 15 References ............................................................................................................................................................... 15 CAN THE VALUE OF DESIGN BE MEASURED? .......................................................................................... 18 John Boon 18 UNITEC, Auckland, New Zealand .................................................................................................................... 18 Introduction ............................................................................................................................................................. 18 Definitions .............................................................................................................................................................. 18 Nature and Classification of Value ......................................................................................................................... 19 Measurement of Value ............................................................................................................................................ 20 Levels of Decisions ................................................................................................................................................