INTERACTIVE EXPERIENCE CENTER
This project looks into designing an Experience Center for a well known Real Estate client. This Experience Center was being designed to showcase the features of an upcoming 'Township' project. I was part of the core design team to help create an effective and efficient spatial area allowing for all of the goals of this experience center to be covered.
- Anurag Sehgal ( Lead Interaction Designer )
- Yuvraj Singh ( Interaction Designer )
- Agrim Chandra ( Interaction Designer )
- Experience Design
- Visual Design
For the Real Estate company, their new project was their most ambitious yet. Sprawling across 40 Acres of land, this township giants over the nearby residential complexes, overshadowing them in its sheer size and facilities. This township's USP is the huge variety of amenities offered in contrast to other nearby townships. These included a school, theater, shopping complex, fitness building, high security systems etc.
However, people still preferred to purchase existing building as they were having a hard time to visualize and appreciate what this township had to offer. With their current head office acting as a touch-point, they were not able to provide the necessary facilities to showcase what the township had to offer. Many interested potential clients walked into their office but responses were almost always lukewarm.
"To people, the Township seems like a fantastic idea when you talk to them. We just are not able to convert their interest into sales. They don't seem to respond looking at images of it from a booklet"
CEO of Real Estate Company
Not only were the Flats not selling, there was no clear protocol of obtain contact details of people interested in the project . We set out to resolve these issue by firstly conducting a thorough research process across all mediums. And then evaluating our findings.
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Research and Evaluation
Research was carried out by utilizing qualitative and quantitative methods. The research period of this project ran for close to a month. Methods included were Site Visits, Desktop Research, Card Sorting, analysing Case studies of existing Real Estate Experience Centers among others. Below are the various methods employed and their relevant findings-
QUESTIONNAIRES AND INTERVIEWS
Questionnaires were given out to various stakeholders within this project. These included architects, visitors, Internal Management, and the Sales and Market dept. 5 Intercept interviews with visitors were done asking details of their experiences. Scheduled interviews took place with the rest of the stakeholders. Here is the main information found -
60% of visitors are looking to buy a flat for family with grandparents and kids
75% visitors prefer not share their email details
14 mins is the average time spent by a user within the existing Experience Center
Only 20% of current visitors respond positively to follow up calls
GOALS, CONSTRAINTS & PAIN POINTS
These were defined on paper with the team after compiling all data from the card sorting. Here are the key points among them-
- Visitor Follow up
- Repeat Visitor Tracking
- Preview of amenities
- Kids Area
- Sell the lifestyle
- End Users 80%, Investors 20%
- Waiting time for customers
- Curtail to current and future generations
- Easy Financing
- No welcoming mechanism
- Not enough tools for sales people
- Not much time spent looking at site model
- Manual Data Entry
- JOURNEY MAP
To map out the current experience of a visitor, I created a Journey Map. It details out the actions, thoughts and feelings of the visitor at all key moments. Included are opportunity areas where the journey could potentially be improved.
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Ideating involved getting the core design team to come up with solutions that worked in line with the research and insights generated. We followed the cycle of Attract > Inspire > Engage > Inform > Discuss > Retain. This allows for the visitor journey to have an emotional start which then slowly progresses into being more information heavy.
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The initial design of the Experience Center was designed by keeping the 3 main purposes in mind.
The experience center should have a controlled journey path for visitors
The journey should have a healthy mix of emotional and informative content
Information provided by the Experience Center should be highly personalized wherever possible
EXPERIENCE CENTER PLAN
2 x 2 MATRIX OF INTERACTIONS
To evaluate the technologies being used within the Experience Center, I created a 2x2 Matrix that looked at all interactions being used and classifying them based on 3 factors -
Emotional vs. Informative nature of the interaction.
Standard vs. Personalized nature of the interaction.
The Duration of Interaction by a user with each interaction.
As the Matrix shows, majority of the interactions are personalized towards the user. It should also be noted that none of the non personalized interactions are informative in nature. And that most of the personalized interactions are informative in nature. The trend for a majority of interactions either include an emotional or a personalized nature of interactions.
The initial design was submitted to the client. After getting their feedback and have internal discussions, we arrived at the these revisions to the designs that were then proposed to the client-
- The interactive tables and the cafeteria tables were to be merged so that a family could eat and discuss the plan together.
- Black Glass is to be added that prevents light to be spilled onto other areas
- The kids play area was supposed to be highly visible at the entrance itself. This would allow the kids to be dropped off early into the journey and picked up right at the end. It would also help bring focus to the family friendly message.
- The waiting area was also changed. This area was revised so that people waiting would not be able to peek in into the interactions ahead, keeping it a surprise.
SPECIFICATIONS OF AREAS
The areas were then specified precisely regarding the interactions involved and the level of lighting required. These details were then shared with the archetect. Our team then deliberated and came up with a new final design that worked well for all required specifications
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This project is currently in process. The construction of the Experience Center is slated to begin in Q3 of 2017.