USER CENTERED DESIGN | Case study with Cushman Wakefield
Cushman Wakefield provides commercial real estate solutions. Their brokers approached Prime Digital Academy to assess their customer-facing tools.
The tools had been built without understanding an of the user’s mental model. As a result, potential customers didn't see the value of Cushman Wakefield's services.
User and stakeholder research using contextual inquiry and cognitive walkthroughs.
Visual design and content strategy incorporating findings from research.
Wireframing and prototyping a new design solution demonstrating value of business to potential customers.
Design team met with the brokers to learn about their business and how they use the tools:
Their goal was to demonstrate how they could help customers make good decisions
Brokers walked prospective customers through the tools during WebEx meetings
Users were presented scenarios and explored the tools, uncovering the following insights:
The tools didn't reflect users' mental model
They would use some of the tools to get "good information and advice"
Meaningful content was masked by jargon and multiple web forms