USER CENTERED DESIGN  |  Case study with Cushman Wakefield

CW in laptop 2.png

Situation

 
 
 

My role

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.

Partner

Cushman Wakefield

Tools & Methods

  • Sketch, InVision 

  • Contextual inquiry

  • Cognitive walkthrough

  • Content strategy

  • Scripts / protocol

  • Sketched and digital wireframes

  • Interactive prototype


Process

Contextual Inquiry 

 

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


Cognitive walkthroughs

 

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


Solution

The design answers users' questions and directly connects them to the value of the broker and the next steps in the relationship.

Findings pointed to the need for compelling content, a new user flow introducing the tools, and moving forms and corresponding content inside a secure customer dashboard. 

The tools are now placed within the team website, instead of a standalone site, to provide human connection and design continuity.


Landing+page+1+2+3.jpg

Landing page evolution

User flow

 

Sign-up form

Customer dashboard

 

View video walkthrough of prototype: