MANUEL CAPURSO HUGO CAMACHO PHIL BURLING

AGENDA

1.Unpacking the problem2.Research3.Prototype4.Summary / next steps

Streamline the form

Develop the dashboard

BRIEF

Information entered is often extraneous or incomplete

THE FORMPROBLEM

Tenants have trouble filling in the form

Tenant Concierge Landlord

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THE FORMPROBLEM

Objective success metrics

1 Reduce number of follow-up communications

2 Reduce landlord response time

THE FORMPROBLEM

Users don’t have a reason to come back to the website once they submit their enquiries

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DASHBOARDPROBLEM

PROBLEM

Objective success metrics

Increase the subsequent logins

Dashboard

RESEARCH

Form

Chat option appears when you are filling

RESEARCHCOMPARATIVE ANALYSIS

Part of the form is a tick box list

Chat appears when filling up the

form

Many integrations for uploading

images

Landlords have a “responsiveness score” on their

listing

Dashboard

RESEARCHCOMPARATIVE ANALYSIS

Referrals page

Upload an introduction video about yourself or your place

"Your trips" show former and current bookings

"My Business" page

Referrals page

Project page to create different pop up projects

Peer to Peer

Sharing EconomyIntermediary

Business

RESEARCHCOMPETITIVE ANALYSIS

Peer to Peer

Business

Sharing EconomyIntermediary

RESEARCHCOMPETITIVE ANALYSIS

42 responses

RESEARCHSURVEY RESULTS

90% rented 10% leased

a pop up space

average age 36-45 yo

LOCATION IS FUNDAMENTAL

RESEARCHSURVEY RESULTS

PRICE IS IMPORTANT

62% 35%

RESEARCHSURVEY RESULTS

76% 51%

USE PINTERESTWANT TO

PROVIDE THE LANDLORD WITH

IMAGES

“360 degree image would be ideal when I’m

looking for spaces”

Tenant in Redchurch Street Shop

RESEARCHINTERVIEWS

“I’d like to know the previous events organised in that particular shop”

Tenant in Redchurch Street Shop

RESEARCHINTERVIEWS

RESEARCHINTERVIEWS

“A real time chat would be

great”Daniel - Tenant of a Pop-Up Space

“When I receive a proposal I immediate look at the

images. Interested only in the product images”Manager at US Girls Shoreditch High Street

RESEARCHINTERVIEWS

RESEARCHCONTEXTUAL ENQUIRY

“How am I going to book this space?”

RESEARCHPAIN POINTS

THEY DON’T ALWAYS RECOGNISE THE BENEFIT OF THE

SERVICE THEY APPLY FOR

PLACES THAT WON’T MEET THEIR NEEDS

WHY BOTHER WITH THE FORM? PHONE CALL OR EMAIL IS

FASTER

I get confused with the

terminology used

RESEARCHPAIN POINTS

Tenant

I find it difficult to describe my brand and the

look and feel of the space

RESEARCHPAIN POINTS

Tenant

I get confused with the

terminology used

I find it difficult to describe my brand and the

look and feel of the space

I have to wait too long to

know if I booked the place or not

RESEARCHPAIN POINTS

Tenant

I get confused with the

terminology used

RESEARCHPAIN POINTS

Why am I here?- Dan

RESEARCHPAIN POINTS

What is unique?- Several tenants

RESEARCHPAIN POINTS

Example please!

I hope I won’t get this wrong!

RESEARCHPAIN POINTS

This is a lot of work- Dan

I don’t even know if the space is available yet!- Adeline

RESEARCHDESIGN STUDIO

Stephen, 37 years oldLondon | Chef

RESEARCHPERSONAS

Comprehensive images of the spaces

More spaces in good location

Filter spaces by alcohol license

Organises his own pop-up restaurants

Lara, 27 years oldLondon | Marketing Assistant in big agency

RESEARCHPERSONAS

Know when spaces are available

Excellent locations

Rent a space for one or two days only

Rents spaces for clients’ fashion events

Mark, 32 years oldLondon | Stylist - Handbag Designer

RESEARCHPERSONAS

Little time or patience for searching, phone calls or forms

English is not his first language

Familiar with social networking services such as Facebook and Pinterest

Wants to find a pop-up for selling his products

How can we help?

RESEARCHPERSONAS

SOLUTIONS

Avoid long text fields

More visual options in form fields

• Familiar with social networking services such as Facebook and Pinterest

SOLUTIONS

Allow him to complete his form later

Reorganised the form questions according to their relevance

• Little time or patience for either phone calls or forms

Create a consistent terminology

SOLUTIONSTerminology

Pitch Idea

Create Idea

Create proposal

Explain idea

Enquiry

I want these dates

Propose dates

Request space

Apply

Apply for the space / Application

SOLUTIONSDashboard

View the progress of your application at a glance

SOLUTIONSDashboard

Edit your application sections, from one menu

SOLUTIONSDashboard

See who is online and get help instantly

PROTOTYPESCENARIO Mark

Fashion Designer creating a trendy new range of handbags.

He wants to rent a pop-up space to promote his new business, test out how his new products fare on the high-street

He finds the appear here website

PROTOTYPE

SUMMARYFor the process…

• Made modifications to the filters to allow the tenant to find a more appropriate space with less help from the concierge

• Altered the use of terminology in the site to manage user expectations and emotions

• Made sure that information that is important to the landlord is captured first, thus reducing response times.

SUMMARYFor the form…

• Increased the perceived level of control over the application process for the tenant

• Encouraged the use of visual communication over text and increased the flexibility of this

• Provided the basis of what could be used for a responsive design

SUMMARYFor the dashboard…

• Provided an indicator of the application completion as well as displaying uploaded content to encourage further action and profile building

• Designed some improvements to the messaging system so it can remain on the platform

• Tried some modifications to the navigation to encourage form completion and to assist with the messaging system

Tenant Concierge Landlord

SUMMARY ?

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NEXT STEPS

• CONCIERGE DASHBOARD

• LOYALTY/REFERRAL PROGRAMS AND PARTNERSHIPS

• RECOMMENDED SPACES

• GLOBAL CHAT

• FIND OUT WHAT AMENITIES ARE MOST CRITICAL

THANK YOU!