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#RELOOKUP
Rationalizing the emotional appeal
Prasad Gupte
me@prasadgupte.com
Appealing the average Indian
• Every middle-class Indian’s dreams of a
house; it’s a life-event
• #LOOKUP touched this asp...
Persuasion lacked rationale
• #LOOKUP doesn’t persuade rationally
• Quality listings & ease of narrowing are only
tip of t...
Instilling buyer confidence
• Positive affirmations alleviate
challenges, at least psychologically
• Buyers need
– evidenc...
Kick-starting the journey
• Understand users goals thru their profile...
– Current home, workplace, family, budget, etc.
•...
For example…
TELL US A BIT SO WE CAN HELP
LIVING IN A
1 BHK ∨Rented ∨
NEAR
Dahisar East, Mumbai, MH
KIDS?
WORKPLACE
SEEPZ,...
Engagement = f(Relevance)
• My Lifestyle Formula
– Allow buyers to prioritize personal choices
– Areas, amenities, distanc...
Alternate visualizations
• Like filters, visualize listings based on
multiple parameters
– commute times, distance from wo...
A new dimension to listings
• 3D visualization
– Photograph properties using technologies like
matterport.com that offer s...
Enhance usability
• Show prices vis-a-vis local trend (with justification?)
• Hide missing amenities, unless a user-requir...
Some heuristic feedback…
• Affordance: Missing call to action when starting with alerts
• Freedom: Cannot switch to buying...
THANK YOU
me@prasadgupte.com / 982 092 8393, If you’d like to discuss
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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. 1. #RELOOKUP Rationalizing the emotional appeal Prasad Gupte me@prasadgupte.com
  2. 2. Appealing the average Indian • Every middle-class Indian’s dreams of a house; it’s 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. 3. Persuasion lacked rationale • #LOOKUP doesn’t 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. 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. 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. 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. 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. 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. 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. 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. 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. 12. THANK YOU me@prasadgupte.com / 982 092 8393, If you’d like to discuss

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