Empathetic Strategy Shift: Enhancing Serial Factory-Produced Housing for Refugees and Displaced Populations
In response to the conflict in Ukraine, I was brought on board to contribute to the development of a new product: a fast and cost-effective serial housing solution to re-home those who had been displaced.
Photography: Benjamin Manley
At that point, my experience was primarily centred around developing buildings for serial factory production within the German and Austrian markets, where owners and tenants were exclusively from those regions. Recognising the potentially distinct needs of users from the Ukrainian market, I embarked on extensive research to tailor a new product strategy.
However, this endeavour diverged significantly from conventional market analysis due to the unique circumstances of housing individuals in conflict zones. It became evident that our approach needed to prioritize features from a human-centric perspective to ensure that these buildings could genuinely serve as viable homes for tenants, or from a purely pragmatic standpoint, to understand user needs for widespread adoption in conflict-related markets.
Several insights emerged during engagements with refugees, NGOs, and psychologists:
Multigenerational family units are prevalent among refugees, often comprising three generations. Recognising the fundamental human need for privacy and solitary moments to recovere emotionally and physically, especially in the aftermath of trauma, it became crucial to deviate from the traditional emphasis on studio or one-room apartments. Instead, providing the flexibility to include at least one separate bedroom in numerous units emerged as essential to foster rest and emotional healing for families.
Given the association of noise with danger in conflict zones (bombs, shooting...), meticulous attention to detail was required to minimize potential triggers. Measures such as avoiding slamming doors and minimizing the use of metal to mitigate noise disruptions were prioritized. Where possible, budget was reprioritised on investing in sound insulation. Quality windows, and entry doors were deemed essential to instill a sense of calm and security.
Facilitating communal spaces within housing complexes emerged as crucial for fostering a sense of community and support among residents. Provision of dedicated communal rooms on the ground floor served as platforms for residents to gather, share experiences, and offer mutual support. These spaces also catered to the needs of professional visitors, such as care providers and counselors, enhancing the overall support network available to residents.
While initial discussions revolved around the development of a single prototype building, the meticulous alignment of cost management with an in-depth understanding of the core needs of a specific user demographic garnered substantial interest and investment opportunities.
I firmly believe that businesses that prioritise user welfare ultimately thrive. This is not merely a cynical observation but a testament to the compatibility of ethical business practices with financial success. By delving beyond superficial user analyses, empathising deeply, and engaging directly with target users, businesses can develop products that resonate, add value, and potentially transform lives. This user-centric approach not only fosters adoption but also cultivates organic advocacy, ensuring that products are recommended and embraced at scale.