Renter’s Journey
DRIVING INNOVATION & DESIGN
Role: Sr. Design researcher + Project lead. Work completed while at Conifer Research
A technology company was seeking to understand the renter’s journey in the United States — needs and opportunities at each step of the journey — from the initial decision to rent to moving in. This project was sprint-based in order to quickly aid software teams to create better tools and resources for users.
Methods + Approach:
Journey Mapping + Remote Ethno: To rapidly learn from a broad renters across the country, participants re-create their own journey map and experiences to reflect highs and lows, and most importantly, when and where technology and the client’s product came into the process.
IDIs and demos: Digging deeper into the nuances of participant journey maps and digital pathways as participants moved through the stages of where to live, planning their move, moving, and settling into their new neighborhood.
Outcome:
A synthesized renter journey that highlighted renters’ bright spots, pain points, and four key renter behaviors throughout the journey. The client team used this journey map to immerse their international product and software teams into the experience of a US renter. With this information the team was able to develop future search product solutions to help renters as they enact these four key behaviors.