case study: “using experience design to create highly personalized buying experiences on mobile in...
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Case Study: “Using Experience Design to Create Highly Personalized Buying Experiences on Mobile in the Residential Home Industry”TRANSCRIPT
Edward Andrews
Style Personalities & the cadence of design meetings
Using Experience Design to create highly personalized buying experiences in the residential home industry
Edward Andrews Homes and THINK Interactive
Edwards Andrews Homes Our mission is to transform the custom home building experience
from one which is complicated, costly and unpredictable, to one that is simplified and managed every step of the way.
Custom homes. Reimagined.
Edward Andrews
Use the digital channel to increase sales
Use social and mobile to increase touch points
Use technology to simplify the design selection process
Meeting the challenge
Edward Andrews
USING CADENCE TO CREATE GREAT EXPERIENCES
Understanding the buyer
Edward Andrews
Persona development is a critical component of understanding the target audience and getting the tone and content of the messaging right.
Personas
Image
Age
45
Education
BS, MBA from Kennesaw State Univ
Occupation
Regional Sales Account Manager
Personal
Married, 2 children in grade school
Current Residence
Homeowner, 2 Story Ranch
Vehicle
2008 Mercedes E350
Key Characteristics
‣Goal-Oriented
‣Conservative
‣Structured
Skill Set
Description
Homebuying Goals
Frustrations
‣ Own a home that shows he ‘made it’
‣ Luxury brand appliances with latest features
‣ Get the kids closer to elite private schools
‣ The home buying process is time consuming
‣ There are too many options to choose from
‣ Building schedule changes frequently
Confidence
Urgency
Digital Proficiency
ROBERT SCHUSTER
Robert is an achiever. His main goal in life is to advance his career in order to help provide for his family and give his kids the best possible future. Robert works long hours and travels frequently; he often worries he isn’t spending enough time with his kids. Robert is very loyal and fears change; he married his high school sweetheart and has worked for the same company for 20 years now. Robert is confident during his decision process, he doesn’t like having too many options but sticks by his choices. Robert opts for luxury products to show others how successful he has become and justify his busy life.
Edward Andrews
Buyer needs
Needs Support
Needs Guidance
Needs Tools
Experienced Novice Misinformed
Understanding the process
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Archetype SpacesSe
tting
Fo
rmal
← C
asua
l → F
orm
al
Mix
Pure ← N
eutral → Eclectic
Form Geometric ← Neutral → Organic
Tone Cool ← Warm → Cool
Setti
ng
Form
al ←
Cas
ual →
For
mal
Mix
Pure ← N
eutral → Eclectic
Form Geometric ← Neutral → Organic
Tone Cool ← Warm → Cool
Edward Andrews
Style Quiz
Understanding the space
Edward Andrews
Themes
STRUCTURE / FACADE What will my friends and family see when they pull up to the house for the first time?
PUBLIC SPACE What will the first dinner party with all of our friend be like?
PRIVATE SPACE What will it be like to wake up first thing in the morning with my family?
From the buyer’s perspective
Edward Andrews
Design Meetings
Main areaHome
HOMEWORK WELCOME & REVIEW
WORK BREAK WORK WRAP UP
Design lab Main area Design lab
SPACE USED & DURATION OF ACTIVITY
Design lab
J
KJ
J
KK
Welcome
Work on Major Space
Work on Minor Space
Break time
The ‘Takeaway’
1#
2#
3#
4#
5#
6#
Homework
Edward Andrews
Activity GridStandard Floor Plan ModificationsStructure
BREAK TIME - 15 MIN
WELCOME AND REVIEW HOMEWORK
BREAK TIME - 15 MIN
Facade Elevation Brick, Siding & Stone Doors & Windows Color Combinations
Outdoor Living
Patio / Deck Outdoor Kitchen Fire pit
NSO Floor Plan Modifications
Pool
REVEAL AND REVIEW
PREPARE FOR NEXT APPT
Meeting 1: Structure, facade, and outdoor living
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Sample Closet
Edward Andrews
Seamless customer experience from mobile to HDTVs
Deep understanding of the buyer’s needs
Detailed design center process for continual optimization
Meeting the challenge
