Recommendations: Browse and apply from a list of suggested apartments.
Bookmarking and Tracking: Save and monitor preferred apartments.
Launch Goals
High NPS/SUS Rating.
Exceed X Rating in App Stores.
Strong Social Media Presence.
Achieve Over X Completion Rate (Registration to Apartment Rental).
Efficient Process Execution (Registration to Rental) in Less Than X Time.
Showcase X+ Apartments in Advertising (Positioning as an Industry Leader).
* X = Above Industry Benchmark
The Process
The process comprises two sequential studies, with the second study building upon the findings of the first.
Study 01
Research question: How do renters in Tel Aviv conduct their apartment search and make their selection?
Reasoning: The research question aims to uncover the key factors influencing the apartment search process in Tel Aviv. This understanding will guide us in developing practical solutions to address common challenges and enhance the overall rental experience.
Supporting the goals: This research aims to understand the challenges renters encounter in Tel Aviv during their apartment search. Our goal is to enhance completion rates, reduce process times, and ultimately increase user satisfaction, as reflected in app store ratings and NPS/SUS surveys.
Research Method - User Interviews
Method: Explanatory Research
Description: We've chosen user interviews as our explanatory research method to gain a profound understanding of the problem's causes, processes, and behaviors. These interviews offer valuable insights into the perspectives of our target audience, potentially revealing innovative solutions. User interviews are a nimble and adaptable means of data collection, facilitating efficient knowledge gathering about the subject matter and the issues we aim to tackle. Unlike surveys, interviews provide an open and unrestricted format, enabling interviewees to share unanticipated insights.
Target Audience
Behavior: Users who want to rent an apartment in the city of Tel Aviv.
Demographics: Ages 18-70.
Technology: basic technological understanding in order to operate and use the product.
Number of subjects: initial amount N=5-10. Since it is difficult to know in advance when we will reach the exhaustion of knowledge, it is better to start with a small representative sample and analyze the interviews along the way. If we realize that we are still learning new things, we will recruit a few more participants until we reach the point where we have covered the required knowledge and have not learned new insights in a new interview.
Screener Questionnaire
Operational Plan
Select Problem (Based on Previous Exploratory Study).
Conduct Explanatory Research:
Utilize Screener Questionnaire to Identify Primary Problem Causes.
Conduct Interviews to Deepen Insights and Uncover Unanticipated Aspects.
Develop Targeted Solutions:
Apply the "How Might We" (HMW) method to address challenges in searching for apartments in Tel Aviv.
User Interview Questionnaire
Research Mapping
Study Purpose: Exploratory, aiming to understand the causes of apartment rental challenges in Tel Aviv and identify potential solutions.
Research Focus: Targeting prospective, current, and future users searching for rental apartments in Tel Aviv.
Data Collection Approach (Say ↔ Do): Say, as the research involves interviews for gathering information, focusing on what participants express rather than their actual actions.
Data Type (Qualitative ↔ Quantitative): Qualitative, given that interviews provide qualitative insights about the target audience's perspectives and experiences.
Product Usage (Natural Use / Scripted Use / No-Use): No-Use, as the product is not employed during the research; it's not part of the study.
Research Design (Formative ↔ summative): Formative, focusing on creating a product prototype, with a quick and focused approach, requiring a limited number of participants.
Key Indicators
Motivations for Apartment Search in Tel Aviv
Challenges Encountered During the Search
Current Satisfaction with Apartment Search Methods
Mental Agreements Impacting the Process and Product
Fundamental Assumptions of Apartment Seekers
Emotional Experiences in the Search Process
Relevant Terminology and Expressions in Apartment Search Conversations
Study 02
Research Question: What are the strengths, weaknesses, and challenges of our prototype?
Reasoning: We've chosen an evaluative research question to assess our product prototype and user interactions, specifically examining the central process it addresses in the apartment rental journey in Tel Aviv. This research question helps us gauge our product's effectiveness and explore aspects like user satisfaction, usability, and search result accuracy.
Supporting Goals: Through this research, we aim to determine if our proposed solution aligns with user needs, potentially leading to higher completion rates and faster apartment searches compared to competitors, assuming there's a demand for streamlined and efficient processes.
Research Method - Usability Testing
Method: Evaluative Research, assessing the solution.
Description: Usability testing, a key component of evaluative research, focuses on assessing how users interact with the product, emphasizing user-friendliness and effectiveness. This approach helps uncover and address usability issues, while providing evidence of the product's effectiveness and user satisfaction. By identifying potential problems early, it saves time and resources in the product development process.
Target Audience
Our target audience for this follow-up study comprises individuals from the initial study who successfully completed the screening process and interviews, qualifying them as valuable contributors to our ongoing research.
Screener Questionnaire
Not needed, as screening was previously conducted in the initial study.
Operational Plan
Problem Selection: Identifying issues based on indicators from the first study.
Assignment Formulation: Creating tasks for prototype testing aligned with the research question.
Subject Recruitment: Selecting participants from those who passed the first study and interviews.
Test Environment Preparation: Developing a prototype based on findings from screener questionnaires and user interviews.
Testing: Conducting experiments where participants perform prototype tasks and evaluate relevant metrics.
Results Analysis: Analyzing outcomes and drawing conclusions for ongoing product development.
Usability Test for Apartment Search
Task: The test involves the apartment search process, including setting initial filters, receiving search results, exploring them, adjusting filters if needed, sorting results, and sending a request to the landlord. The test will be moderated by us.
Structure
It's a Micro usability test, with participants drawn from questionnaire respondents and interviewees. The main task will be subdivided into subtasks (e.g., sorting results).
Scenario
Imagine you're searching for an apartment to rent in Tel Aviv. For this test, assume you've already provided your personal details (age, status, income, etc.). Please follow the given instructions.
Usability Testing
App prototype
Click the image to enter the app prototype
Research Mapping
Research Purpose: Evaluative Research, assessing the prototype's effectiveness in addressing the apartment rental problem in Tel Aviv.
Research Focus: Product usability through prototype usability tests.
Data Collection Approach (Say ↔ Do): Do, measuring actual user behavior.
Data Type (Qualitative ↔ Quantitative): Qualitative, data is interpreted.
Product Usage (Natural Use / Scripted Use / No-Use): Natural + Scripted Use, Combines natural and scripted use, where participants perform tasks.
Research Design (Formative ↔ summative): Formative, focusing on identifying what works and what doesn't, suitable for early, focused prototype testing.
Key Indicators
Challenges Faced
Facial Expressions
Flow Satisfaction
Verbal Expressions During Tasks
Missteps During Task Execution
Omissions and Errors (Detailed in the Research Report)
Mobile app screens
I want to express my sincere gratitude to my outstanding partner, Shay Cohen Ambalo. It has been a tremendous learning experience collaborating with you.
