Designing for Behaviour: Creating Workplaces That Work With People, Not Against Them
30th March 2026
What goes into workplace design? We sat down with Jacinta Ashby, Senior Designer at BW Design + Build to dig into how design ultimately shapes how a workplace functions and feels.
How can different spaces within an office influence how people feel and work?
Even to sit down and think about this piece, I moved myself from my desk and into our new breakout space at The Carter. I have sat myself down in one of the lounge chairs by the window, music is playing over the speaker, and I have the smell of fresh coffee and people’s laughter to accompany me. Placing myself in this environment just proves the importance of different spaces in the workplace, because now I feel relaxed and primed to write this piece in a more creative, human-centric way.
Everyone’s brains are so different, so a one-size-fits-all approach no longer works. For some, they might want to crunch out a solid work day at their desk; for others, they may experience their most creative thoughts in a more collaborative environment. It’s proven that employees’ quality of work improves when they are happy. So it is really important that companies properly understand their employees’ needs, and prioritise how their office space functions and performs for all different kinds of people.
What features typically define different zones, such as a focus area versus a collaborative or social space?
Typically, when you think of a breakout/kitchen space, your mind probably goes straight to the coffee machine or microwave. But if done correctly, a proper breakout kitchen space will make you think about your people, and how you all come together. Whether it be the “water cooler chat” or sitting and having a bite to eat with a friend, a kitchen space should be curated to encourage bringing people together.
A focus space, on the other hand, is designed to eliminate “noise,” both visual and audible. A lot of thought goes into material selection, lighting (is it warm, too dark, too bright?), and furniture selection. How hard is someone’s brain having to work to sit and concentrate in the space? For a focus space, the design intention is to reduce noise and create feelings of calm, allowing for positive productivity. Biophilic design is another key factor, integrating planting, natural light, and reducing as much artificial stimulus as possible. A more natural environment increases productivity and wellbeing.
How do you intentionally design spaces to encourage certain behaviours or moods?
As a designer, you have to work incredibly hard to take on board so many different perspectives. You need to get inside the mind of the end user and understand how they would best use the space to their advantage and to optimise their everyday performance. And as the designer and curator of the space, you won’t be there on day one, or at any other time really, to guide people and tell them how to use the space as intended. This means every touchpoint, specification, and layout needs to be integrated subconsciously, so the end user has what they need, the tools they need, and the right environment for working, before they even have to think about it.
One of the first questions I ask myself and the team, before picking up a pencil or drafting a plan, is: “How do we want people to feel in this space?” What follows is a range of scenarios, discussions, further questions, and deductions to clearly identify the exact impact we want the space to have.
Another layer on top of this is something you’ve most likely heard before: “The devil is in the details.”
From the textures in the room to the materiality, the proportions, the ergonomics, the colour, the smell, the acoustics, each tiny element plays a big role in how someone feels in a space. The build phase is where this comes to life. The quality of product, the talented team executing the build, the craftsmanship of the joiner, and the experienced industry knowledge of the PM, all ensuring timelines are met and everything runs smoothly, are what allow these details to be delivered to the highest quality, exactly as the designer intended from day one. It’s all about creating rhythm within the team.
Are there particular types of spaces you most enjoy designing within an office? Why?
I like to rethink the “office” as a destination, a place rather than just a space. It’s like visiting a hotel: you know where the reception is, where the rooftop bar is, where your room is. But it’s the moments in between, the journey through the corridor, the wayfinding, the people, the building’s character, that make it a truly meaningful experience and set it apart from just another hotel. So, to answer the question: no, there is no particular space I enjoy designing more than another. I prefer to look at the workplace as one whole ecosystem, and focus on solving all the in-between moments.
Which parts of an office design do you find the most interesting or rewarding to work on?
Knowing I play a part in someone’s everyday experience is why I love what I do. My intention as a designer is for people to have a positive experience in the spaces I create, so it is incredibly rewarding when end users feed back that they love the space and that it makes them look forward to coming into work. Working with such a talented team, each with incredible experience and unique ways of looking at things, makes the process that much more exciting. Every day I show up curious and ready to listen to the perspectives of the people around me. Every day, I am learning and putting forward solutions. That’s pretty cool.
What are the differences between the design phase and the build phase when creating these environments?
The design phase is where the curation happens: the pre-empting, the human-centric thinking, the foundation of how people will navigate and use the space. The build phase brings it to life, enabling those intentions and meanings to be manifested and realised. Without strong communication between teams across both phases, the end result can suffer. Priorities don’t shift between the two; both are equally important, and both share the mission of ensuring the end user is beyond satisfied. Priorities must be aligned and agreed upon, and this is what makes the difference between a good design and a meaningful one.
BW Design + Build works with brands such as Skyscanner to design and deliver their workplaces around the UK.
