BROGNOLI REAL ESTATE
Challenge: Brognoli, a 60-year-old real estate agency, wanted a 100% digital real estate agency and for that, I mapped the current journey and hot spots in the online environment.
Solution: Woliver: a real estate whitelabel to make real estate rentals easier.
Disclaimer: some data has been modified as a measure to protect confidential information.
Services
UX Research / UI Design / Service Design
Client
Brognoli (Full-time Employee)
Year
2021
Approach
Services
Product Design - Product Designer Lead
Client
Dell Technologies - Full-time Employee
Year
2023
The approach phase
The business alignment - or approach - phase ensures that design decisions align with the organization's goals.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Discovery
Services
Product Design - Product Designer Lead
Client
Dell Technologies - Full-time Employee
Year
2023
The discovery phase
The discovery phase in the design process is like laying the groundwork before constructing a building. It's all about gathering information, understanding the problem at hand, and defining goals and objectives. During this phase, designers conduct research, analyze user needs, and explore potential solutions. The goal is to gain insights that will inform the design direction and set the project up for success before diving into detailed design work.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Approach
The Approach Phase
The business alignment - or approach - phase ensures that design decisions align with the organization's goals.
It involves collaboration to define success criteria and prioritize features that deliver value to users and the business, aiming for overall success and growth.
How I thought the process would be
When I first started the project, I thought that as long as I followed all the classic project steps perfectly, everything would turn out great. I believed that sticking to the usual methods and procedures was the surefire way to nail a project. I was all about meticulous planning and making sure every step was done just right, thinking that it would guarantee success.
How it really was
But as I gained more experience, I realized that real projects are way more complex and unpredictable than that.
So, I learned to roll with the punches and embrace a more adaptable and creative approach to getting things done.
Benchmark
"There is a great offer and demand for commercial rooms of up to 50 m², as the city is a technological hub and several companies are starting now."
-- Real Estate Manager
Discovery
The Discovery Phase
The discovery phase in the design process is like laying the groundwork before constructing a building. It's all about gathering information, understanding the problem at hand, and defining goals and objectives. During this phase, designers conduct research, analyze user needs, and explore potential solutions. The goal is to gain insights that will inform the design direction and set the project up for success before diving into detailed design work.
Ideation
The Ideation Phase
The ideation phase in the design process is a creative brainstorming stage where designers generate a wide range of ideas to address the problem or challenge at hand. The goal is to generate diverse solutions without judgment, fostering innovation and uncovering novel approaches to solving the problem.
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How I thought the process would be
When I first started the project, I thought that as long as I followed all the classic project steps perfectly, everything would turn out great. I believed that sticking to the usual methods and procedures was the surefire way to nail a project. I was all about meticulous planning and making sure every step was done just right, thinking that it would guarantee success.
Customer Journey
The first Customer Journey draft was on the boars, with stick notes.
Framing
The Framing Phase
The framing phase in the design process is where concepts and ideas are translated into tangible designs. It involves creating prototypes, wireframes, and mockups to visualize potential solutions. Designers explore various iterations, refining and iterating the designs based on feedback and usability testing. The goal is to develop a cohesive and user-friendly solution that addresses the identified problem or need.
Product-Market Fit
Before establishing the journey, I had to decide what kind of problem we were solving for the user.
I decided to think of the best product-market fit, putting together prior hipotesys and the actual market moment.
Journey pain points
- Rooms and stores stand out in properties that have been idle for more than 90 days and are also the ones that receive the least visits.
- 22% of commercial properties stopped on the agenda for more than 90 days have a rent + condominium value greater than R$5.6k
+20 1:1 interviews
In order to gain a comprehensive understanding of the end-to-end journey, I conducted interviews with 23 employees across various levels within the Real Estate department.
The diversity of perspectives, ranging from interns to the CEO, provided invaluable insights. Notably, these discussions revealed differing viewpoints and highlighted the varying political dynamics within the organization.
Blueprint Map
The first Customer Journey draft was on the boars, with stick notes.
475 calls analyzed
Prior to conducting user interviews, I typically prioritize analyzing available data within the company. In this instance, I focused on examining the calls received by the customer experience team from clients.
This data served as a valuable resource, offering organic insights into common complaints regarding processes, errors, and instances of natural disappointment.