Relookup
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Suggestions to rationalize the emotional appeal created by the #LOOKUP campaign, and kick-start the journey for prospective home-lookers.
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Relookup
- 1. #RELOOKUP Rationalizing the emotional appeal Prasad Gupte me@prasadgupte.com
- 2. Appealing the average Indian Every middle-class Indians dreams of a house; its a life-event #LOOKUP touched this aspiration and made a successful emotional appeal It was impossible to miss banners But the dream has multiple challenges
- 3. Persuasion lacked rationale #LOOKUP doesnt persuade rationally Quality listings & ease of narrowing are only tip of the iceberg Skyrocketing prices are a major barrier Prospective buyers are unaware of their financial capacity & options
- 4. Instilling buyer confidence Positive affirmations alleviate challenges, at least psychologically Buyers need evidence that their dream is out there assistance in kick-starting the journey reminders to keep following their goal
- 5. Kick-starting the journey Understand users goals thru their profile... Current home, workplace, family, budget, etc. Visualize challenges that drive change time spent in commute lifestyle score benchmark, etc. Propose improvement strategies Through valuation & financing strategies Relocating, Subletting, loan
- 6. For example TELL US A BIT SO WE CAN HELP LIVING IN A 1 BHK Rented NEAR Dahisar East, Mumbai, MH KIDS? WORKPLACE SEEPZ, JVLR, Andheri (E) Dahisar Check Naka, Mumbai Lifestyle Rating: 4.9 2BHK rents starting Rs.18,000 p.m. 1BHK homes starting Rs.45.0 Lacs Enjoy a Lifestyle Rating of 6.7 Move close to Kandivali East, Mumbai Reduce commute by 30 minutes 674 homes starting Rs.24,000 p.m. LOOKUP I WISH TO INVEST Rs.20-25K p.m. To Rent
- 7. Engagement = f(Relevance) My Lifestyle Formula Allow buyers to prioritize personal choices Areas, amenities, distance from bus/rail station whatever they care about Tinder for homes (Name TBD) Flashes 3-5 suggestions at a daily schedule Fine tunes future results based on likes (Algorithm TBD)
- 8. Alternate visualizations Like filters, visualize listings based on multiple parameters commute times, distance from workplace Integration with Traffline/Google Maps commute options: bus, train options Integration with mIndicator/Ridlr Hot Deals: asking price v/s local average Offered v/s Required area (sq. ft.)
- 9. A new dimension to listings 3D visualization Photograph properties using technologies like matterport.com that offer simplified, cost-effective capture solutions Design 20s walk-throughs with commentary Photograph surroundings to justify life-style
- 10. Enhance usability Show prices vis-a-vis local trend (with justification?) Hide missing amenities, unless a user-required amenity is missing Provide an estimate of statutory costs (disclaimer) When a view has fewer than 3-5 listings, enlarge pictures on the map to call action (Usability TBD) When viewing a single property, explore locality on the map to reduce noise & visualize better
- 11. Some heuristic feedback Affordance: Missing call to action when starting with alerts Freedom: Cannot switch to buying from the selling side Consistency: Most pages do offer such the above switch Feedback: No reminder of next steps when adding listing Knowing that a rep will contact, might avoid false leads Recovery: Alert when user too much zoom shows no listings Metaphor: Replace the Verified text with a green check icon A filled icon is a common metaphor, used on Twitter, Pinterest, Facebook Efficiency: Add listing confirmation SMS could have included mobile verification code to expedite acquisition
- 12. THANK YOU me@prasadgupte.com / 982 092 8393, If youd like to discuss