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User Experience Definition - Engagement Program (New Home Purchasing)
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User Experience Definition - Engagement Program (New Home Purchasing)

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This document presents an engagement program that would follow customers during all the steps of home purchasing, from online consideration to moving into the house and experiencing the community.

This document presents an engagement program that would follow customers during all the steps of home purchasing, from online consideration to moving into the house and experiencing the community.

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  • 1. Online Engagement Program – New Home Purchasing User Experience Concept Prepared by Marco Gervasio
  • 2. A Step-By-Step Program That Helps You Build Your Ideal Classic American House From Dream Reality To By ABC Homes
  • 3. THE PROGRAM
      • Select the right house and location
      • Customize your rooms and exterior
      • Follow the construction phase
      • Plan your moving
      • Maintain and enjoy your house
    • 5 easy steps to make your dream a reality.
    • A complete support program that helps you:
  • 4. THE FORM
    • The web portion of the program, an interactive tool, will be incorporated into the website.
    If the user has already registered, a status message will appear, followed by quick links to the information sections and functionalities It will be accessible through the main navigation and from a visible entryway in the homepage. ABC Homes
  • 5. THE FORM
    • The interactive tool, a section in itself (or possibly a power site), will occupy the entire surface of the page with specific areas of activities.
    The tool will also be accessible from many other sections of the site when appropriate. Throughout the process the user will use 2 key areas: - The interaction zone where learning, configuration and selection is performed, - The result and contact area where choices are listed and immediate support offered. ABC Homes
  • 6. THE FORM
    • Before beginning the journey, an introduction would be presented to explain how both the program and the online tool work.
    • An interactive film with a presenter could be used to add a human touch to the experience. Footage of ABC houses and communities would also help feed the dream.
    • A quick registration would be required to continue (name, email, zip code, news letter or notification opt-in…). This will allow the user to create an account and save his/her selections (ABC to capture data during process)
    ABC Homes
  • 7. THE PROCESS DEFINED
    • What follows is an explanation and high level demonstration of the different steps of the process
    MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5
  • 8. MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5 GOAL Help user understand his/her needs and identify the right product and location. ACTIVITIES The user must complete a easy profiling questionnaire that will help determine: Why Where What The reason why the customer wants a house: the overall lifestyle, to raise a family, to be close to work, for investment, to get peace and quietness, etc The area most suitable for the customer, taking into consideration: roads, amenities, proximity to sites of interests and services, etc. The house model and community matching the customer's key needs, the preliminary cost breakdown is presented. RESULT The user gets an initial "Match Card" with the house and contact information. Access to step 2 is activated to allow the user to get closer to the final product and keep on dreaming...
  • 9. MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5 WIREFRAME The WHY, WHERE and WHAT are closely related. Selection within one segment can affect the choices in the other. House options are presented to the user as soon as the configuration has progressed sufficiently.
  • 10. MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5 WIREFRAME My Album is a feature that collects all key information about the house, such as photos, plans, quick facts, and puts it together in a nicely designed brochure that can be viewed online, sent to a friend, printed, or even uploaded it to Flickr in one click.
  • 11. MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5 CONTACT After selecting a location and house, the user is invited to get in touch with a representative or an agent to get a first look at the construction site, visit the Home Gallery, and prepare for the next step. A specific rep or agent is suggested for immediate support (name, picture, key profile info) The user can either email the rep, phone or even chat. A calendar with available meeting dates is presented A get-together at the Home Gallery is planned
  • 12. MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5 GOAL Allow the user to make some initial design choices for the house before finalizing all the details with a rep at the ABC Home Gallery ACTIVITIES The tool would include the following features: Guides Selector Views The user would have access to a virtual “designer” presenting latest trends, tips on how to pick a kitchen, what to look for in tiles, etc Once equipped with enough information, the user can make some preliminary choices (types of material, layouts, etc.) using a highly visual and interactive selector. This initial selection would refine the cost breakdown of the house. The final selection performed at the ABC Home Gallery would complete the customization activity and finalize the cost. All specifications and material details would eventually appear online in the selection card. The rep would use an admin version of the tool to update the customer’s account. As choices are made, getting closer to the dream home, additional illustrations, 3D renderings, photos and plans would be incorporated into the house Album.
  • 13. MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5 COMMITMENT At some point, in the process of selecting the house and key features, the customer would eventually make a commitment with Richmond by making a deposit or signing an agreement. This is when Richmond could present once more its financial services or suggest other institutions. Once all financial requirements are met, the house plans can be finalized and the construction planning completed. UP-SELLING During the online selection process the customer would be exposed to upgrade considerations and complementary services. CONTACT At any time, the assigned rep or a specialist at the ABC Home Gallery would be available to answer any question related to the customization activity. Questions could be sent by email, or via a message board and chat tool. A phone number would always be prominently displayed.
  • 14. MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5 GOAL Allow the user to be well informed during the construction phase and feel reassured and supported. ACTIVITIES The tool would provide up-to-date information about the construction activities: Status Visual Tasks Weekly high level reports would inform the user about what has been accomplished. Mobile alerts and emails would be sent whenever a milestone is reached or if there is an issue that requires the customer’s attention. Photos of the construction site could be added by the rep on a regular basis. Pictures taken by the user could even be uploaded and added to the Album. In order to prepare for the completion of the house, a to-do list would be suggested with items like booking an inspector or a moving company.
  • 15. MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5 FINISH LINE By the time the construction is almost completed, meetings would be planned through the online calendar or by phone to sign final papers and get the keys (and a nice bottle of bubbly!). A reminder to prepare for the big move would be sent by email with links to online guides and tips.
  • 16. MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5 GOAL Help the user organize the actual move and settle in. SUPPORT Tips and guides would be accessible online: Reminders Guides References To help the user not forget about important things like calling the service companies (phone, electricity, cable, etc.) Tips and tricks on how to pack and plan the moving efforts would be made available. A packing schedule and organizer would facilitate the dreadful task. Guides or instruction manuals for the new house would also be accessible via the online tool: how to start your AC, how to use your alarm system, etc. The section would also provide recommended services for: moving companies, decorators, the nearest hardware store, etc.
  • 17. MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5 CONTACT Being informed of the moving date, the rep or agent could send a gift basket to the house and an email or SMS welcome message. The rep would also remind the customer of his/her availability in case there is any question or problem.
  • 18. MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5 GOAL Help the customer fully enjoy the house (and community), maintain and keep it in top shape for many years. SUPPORT The online tool would provide additional how-to information, reminders and references: Guarantee Maintenance Services The user’s online agenda would be populated with inspection dates. Alerts would inform the customer of upcoming visits. At any time the user would be able to contact Richmond if there is any problem. Tips and guides would be offered to help the new homeowner take care of the house and keep it in good conditions. Reference to complementary services would be suggested such as: pool care, gardening, fencing, etc.
  • 19. MATCH MAKING 1 CUSTOMIZATION 2 CONSTRUCTION 3 MOVING IN 4 LIVING IN 5 COMMUNITY To leverage the fact that the new homeowner is part of a community, an exchange zone would allow residents to share information, tricks and references (plumbers, nannies, etc.). This would simply take the form of a forum, bulletin board or blog and allow the community to truly become united.
  • 20. CUSTOMER TOUCH POINTS September 27, 2007 ABC Homes Website D2R Program/Tool ABC Home Gallery D2R Admin tool / Interactive Kiosk eCRM Program Email / SMS / Survey Drive to Web SEO & Advertizing ABC Homes
  • 21. CUSTOMER TOUCH POINTS September 27, 2007 Consumer Lifecycle Awareness & Inquiry Purchase Usage & Evaluation Dream to Reality Program Advertising Search Engine Marketing (PPC) Display advertising Contest, Content integration Offline media (drive to web) Ad serving eCRM
    • Welcome email
    • Learn about customers through house selection process
    • Survey with incentive
    • Incite customization.
    • Incite transaction and meeting with realtor
    • Follow construction step by step: alerts and status reports
    • 3 rd party services
    • Moving in new house.
    • Welcome to new house.
    • Satisfaction survey
    • Taking care of your house
    Search engine optimization User-Generated Content My Album: - Upload photos - Share thoughts with friends Community corner: - Home maintenance blog - Service references directory - Event calendar Emails Alerts 5. Living In 4. Moving In 3. Construction 2. Customization 1. Match Making Intro / Register