To demonstrate the UX approach and methodology applied to provide Archistar.ai with a website and portal solution against clear objectives set out by the business.
The following steps were carried out as to provide a solution and business recommendations; Discovery, Framing a Problem Statement, Research, Mapping of Customer Journeys, Identifying a Value Proposition & Benchmark Matrix, Developing Personas, Concepting, Protoyping & Design, Recommendation and Next Steps.
Document version 1.0 released Tuesday 26th of March 2019.
Archistar.ai is a unique and remarkable intelligence platform for the property market. For the first time ever, you can now determine with absolute accuracy whether or not a site is ultimately worth pursuing for development and its potential market performance, all in a matter of minutes.
Using breakthrough technology, the Archistar.ai platform pulls in a wide spectrum of real-time data across essentials like planning, zoning, building and area context, mapping, market dynamics, and current and future construction and development applications through all their stages.
At the heart of Archistar.ai‘s intelligence is the creation of an international database of local government regulations. It’s the largest in the world.
The business is currently redesigning and updating the brand and marketing website for Archistar.ai property portal.
The Archistar customer base is made up many types property professionals, the primary users today are Property Developers and Real Estate Agents.
Importantly though there are also users within Architecture, Government and Property Management (property rentals).
When a new customer logs into Archistar Property for the first time our primary objective is to provide them with a great experience within the product - it’s critical we make a great first impression. We want to ensure our customers understand the value of the product and they have success in using it and return within the next 48 hours to use the product again and we see ongoing usage. (Daily Active Users is a key metric we track).
Today, the first time experience for a user within Archistar Property on login is no different to the second third or even the 100th time they login.
User’s today can schedule a training session, where one of our training team will conduct a product demonstration via a phone call and screen sharing One on One with the customer.
However there are two main problems we have identified with this approach:
1. One on One training demonstrations won’t scale as Archistar’s user growth does.
2. The product is reasonably complex and has deep functionality, and although the demonstration does help, the first time a customer uses the product they may not retain all the knowledge from the demonstration. We know this, as we often get follow up emails and phone calls to our support team how to complete tasks.
Downloadable artefacts: Brand Guideline, Website Template
An Archistar.ai stakeholder, Lyndon said: "We are noticing customers who are signing up finding it difficult to onboard. During the login acquisition customer journey, the current abandon, logout or exit rate is 65% of all new registrations. Provide a solution that decreases the abandon rate by 50% for new and returning customers who registered within the first 90 days."
Objective 1: Awareness of the Archistar product value and key feature set offering after first time use.
Key Signal: Usage of 3 to 5 key high value product features.
Objective 2: Customers can accomplish the goal of finding a site and assessing it.
Key Signal: Successfully complete the primary tasks of searching, using layers, clicking on a property and conducting a quick estimate.
Objective 3: Decreased dependence upon our support team to train and respond to common queries
Key Signal: A reduction in inbound support training related tickets to our support team.
Objective 4: Confidence that our customers are happy with their first experience
Key Signal: Customers express satisfaction when asked.
Objective 5: It's imperative the solution does not have a negative impact.
Who defines the digital experience?
Acceleration is everywhere. Today’s consumers are demanding faster, better and more memorable experiences, with digital technologies proving a key driving force behind increasingly real-time expectations and demands.
In an effort to meet these evolving expectations, brands are changing the way that they interact with customers, constantly improving upon the digital experiences they set out to provide. Simply having an online presence is no longer enough.
To secure — and retain — customer loyalty, brands are now devoting more time and resource to honing their digital experiences and developing an understanding of their customers at an individual level.
As the implications of this approach for customer loyalty, sales and revenue growth become increasingly clear, the idea of digital experience (DX) is starting to shift from a subset of marketing into a discipline in its own right. Today, some of the world’s biggest brands are investing in new processes, skilled people and innovative technologies to help shape and define their own digital experiences.
Despite this investment, digital experience is still in its infancy, and brands are still maturing. Senior leaders value its importance, but the day-to-day practice of this new discipline is yet to be perfected, or even fully understood.
Clicktale collected data from over 200 marketing and CX professionals from some of the world’s leading brands. The result is a unique insight into the objectives and strategy that have come to shape today’s digital experience approach, as well as the technologies and approaches that will continue to define DX in the years to come.
Downloadable artefacts: Defining Digital Experience by Clicktale.com
To understand if the hypothesis of keeping customers engaged when arriving on the landing page and onboard process, through a clear set of demonstrations or tutorials, results in meeting the success criteria.
To do this a set of questions were developed which will bring this information to the surface. Below are some of the primary questions that were designed to ask respondents;
- What factors do you consider most important when visiting the Archistar.ai website
- Prior to Archistar.ai where did you go and find the information you needed to make a clear property investment judgement?
- How do you or what do you do to identify property hotspots, potential growth regions and/or suburbs?
- Would you rather perform a Google search or have access to a central depository for all your property investment information?
- What would a centralised property portal that includes all relevant / required information such as DA, Council, Banks, Lending, etc look like to you?
- Have you tried to find alternatives on or offline?
- How do you feel about the time you spend searching and obtaining this sort of information?
- What areas are you passionate about in the property industry?
Interviews were held with five people who considered themselves renovators or developers and passionate about investing in commercial or residential property. It's assumed this demographic would most likely take to the idea of onboarding along with other community assets. Therefore, provide validation for the concept and solutions. Furthermore, this would test consumer attitude vs their behaviour.
- Passion for searching out property opportunities was often reflected.
- The administration and obtaining of property information required to make an informative investment decision was extremely tedious, inefficient and time consuming.
- Few were concerned about the pricing or subscription costs if all the information was found in a centralised portal.
- Making a good investment decision with a calculated yield understanding was unclear.
- People are interested to learn how to invest and where are to find hot spots regardless of Archistar.ai target demographic.
- The results were not looking good for our investors and property developers.
- Therefore 10 people were surveyed and asked similar questions around their property passions and interests as well as habits to test attitude vs behaviour.
- Those interviewed had similar findings to those surveyed.
- 74% could not find all the information required and thus could not make an informative property investment decision.
- Single most important factor when researching for an investment property 98.9% said was understanding hotspots.
- 34% said price and forecast growth potential.
- None surveyed mentioned they were aware of Archistar.ai or that there was a destination online where they could find all the relevant information in one centralised location.
- 95% said they would use Archistar.ai if they were made aware of the services, capability, efficiency and product offering.
- 97% of people would be willing to pay a premium for additional information and features. (63% said depending on the information required, price and circumstance)
- 81% of respondents said obtaining accurate and up to date property information was extremely important to making a property investment decision. Also, asked how accurate or verified was the information.
- When explained that Archistar.ai also has the capability to provides AutoCad designs based on the property/plot data, 95% of people were extremely interested to learn how this worked.
Between the demographics of developers, renovators and real estate agents, most were not aware of Archistar.ai, however, were interested to learn more. Participants also expressed a strong need for more efficiencies in relation to obtaining information when making investment decisions across the board.
Following a phased Human Centred Design approach and methodology, applying a specific mix of tasks from each of the five sections will enable Archistar.ai to ship & deliver 'viable solutions' in a managed, scalable and agile environment. Also, the UX lead and senior will put a design framework and system into place for the business and design squad(s) to function - enable Archistar.ai to work quickly and efficiently with limited risk.
Visualising user attitudes and behaviours provides a deep understanding of end users and their real world expectations. The mapping process also reveals any holes in existing user data.
Next a business value proposition canvas was created to further communicate the wants and needs of the user and how Archistar.ai as a business could serve these needs. Also, added a visual element to indicate what would be a quick win and could be focused on immediately which is further described as part of the future recommendations.
Using insight from the research, three personas were developed. These personas represented a segment of the target audience and potential users we interviewed and surveyed. Therefore only included personas that represent users who have a passion for property investing. Although there are 3 different personas 80% of those interviewed fell into the Frank Scarf persona who is a property developer.
Here are a few main concept designs working toward the key objectives and success criteria;
1. Bring Awareness
2. Site Assessment
3. Decrease dependency
4. Confidently use the platform and product suite
5. Reduce negative impacts
# Decrease the abandon rate by 50% of new and returning customers who register within the first 90 days.
The next step would be to go into Hi-Fi Design inline with a set of lean design sprints which include building wireframes through to prototypes or a MVP using key research combined with success criteria and objectives. This would also include, inviting business and key stakeholders to squad rituals and end of sprint presentation sessions and assisting to validate the solution at each phase and the Product Owners roadmap.
Sources: Google Earth, Xero, Domain.com.au, Udemy.com, Facebook.com, forums.Autodesk.com
1. Centralise the entire product offering in to one portal.
2. Build introductory customer onboarding tutorials for each of the products in the suite for both login-and-out states.
3. Use digital marketing & social media assets to attract target demographics to register and onboard specific to each customers needs.
4. Buildout each layer of information/data on the map and with strong emphasis on client’s being able to navigate the portal intuitively.
5. De-prioritise the need for customers to 'search for a property' using an address.
6. Hero potential investment opportunities such as hotspots throughout the entire product suite.
7. Build and make available Help & Support articles as well as a Community Forum to allow customers to self-serve.
- Centralise the entire product suite behind a logged-in state.
- Utilise cross channel media but mostly digital assets to promote Archistar.ai service and product offerings.
- Integrate tracking & analytics platforms to understand customer behaviour, i.e where customers are traveling and reason for leaving Archistar.ai.
- Using A/B & Delta testing to dynamically update pages and components based on individual customer needs in real time.
- Build an introductory onboarding function for each of the products in the suite. Also, tool tips directly integrated with Help & Support articles and a Community Forum.
- Set up a Help & Support escalation tiered framework for customers via email, chat, phone and chatbot AI.
- The Archistar platform along with all the products must be enabled to be used across all devices and screens. Including, but not limited to artificial intelligence and virtual reality initiatives.
- Must separate out all products and key functions in to individual design sprints.
- Use eMarketing like email and social media to promote each product and services via market influences.
- Increase Archistar.ai data science capability to assist and help inform the product roadmap, service offering through real time customer needs.
# The integration of a product(s) overview or/and how to use video tutorials (for both logged in and out user states), Help & Support articles and a Community Forum will decrease the customer abandonment rate and bounce rate majorly -- inversely this will increase revenue.
The assumption is Archistar.ai does not have a formal design practice set up currently. The following next steps will allow Archistar.ai to bring together a formal squad who will be responsible for responding to, designing, building & supporting the current product offering as well as managing any business requirements using a formal process;
- Engage a Product Owner (PO) & Technical Business Analyst (BA).
- Set up and facilitate a (existing & new) requirements gathering workshop with the business & key stakeholders.
- Set up and run UX education sessions with the business and wider teams to help bring awareness to design processes and briefing procedures.
- Working together with the BA to derive functional requirements. Also, discuss a product plan, a roadmap, setting benchmarks, conversion metrics against businesses expectations and financial targets.
- Engage a UX Researcher, Data Science Specialist, Systems Architect, Visual Designer, Tester(s) and Developer(s) to onboarding the squad as well as setting clear (HCD) design expectations.
- Together with the BA and PO working through a schedule of work mirroring a 6 week/3 month sprint plan.
- Set up the tools required, a design framework and system to be able to deliver to a design sprint schedule.
- Engage and work closely with an Agile Coach to formulate a sprint plan, team structure, rituals and out-put tempo.
- Working together with the PO to extrapolate each of the products and core functionality and revise a product release plan.
- Together with the PO, BA and Squad present back to the business a formal 6 week, 3 to 6 and 12 month roadmap including benefits and budget requirements.
- As soon as the above next steps are complete the design squad can commence operating. Also, the business will need to approve and sign-off on the plan & schedule.
For further information with respect to the solution, recommendation & next steps please contact email@example.com