Client + Challenge
Cushman and Wakefield is the second largest global real-estate firm in the world. Their Minneapolis office wanted to evaluate and receive design suggestions on a site they worked on with Full-Stack Engineering students at Prime Digital Academy called Diagnose My Lease. The site utilizes lead-generating tools that help brokers connect with potential clients while providing those clients assistance in their search for a new lease. The project was completed in a week.
Sketch, InVision, Photoshop
Cognitive Walkthrough, Contextual Inquiry, Primary User Research, Data Synthesis, Prototyping
I created an interactive prototype in InVision. A few screens from the prototype can be viewed below, and a video walkthrough of the prototype is at the bottom of the page.
Since the site will most likely be infrequently visited by users, I conducted a cognitive walkthrough in order to identify interactions where steps may fail or succeed for infrequent users. The four tools Cushman and Wakefield currently utilizes on the site are:
- Diagnose My Market—"direct access to market intelligence for your area, building, and space, all without having to hire a broker."
- Diagnose My Rate—"based on the most recent best practices for maximizing leverage when adjusting your rent on a new lease or a renewal."
- Diagnose My Space—"based on the most recent best practices for space utilization among the most efficient office users."
- Diagnose My People—"the quick and easy way to help facility decision-makers make data-driven choices. This is supported by analyzing the relationship between your workplace and your workforce."
The walkthrough surfaced three main problems:
1. It is unclear how users should interpret the information provided by Diagnose My Rate. Users answer a list of questions and then provide their current gross rental rate before calculating their "New Rate." The new rate is always lower than their existing rental rate, even if all other variables stay the same. Additionally, there is no evidence how this number is calculated, or what it means.
2. In Diagnose My Space, the SQ FT column looks directly editable because it has a fill-in-box like QTY column. Unlike QTY, however, it is not.
Additionally, users cannot see their total calculated square footage until they enter their email at the end of the process. Then the calculations presented are confusing.
3. Lastly, Diagnose My Market provided users with no information (it was inactive).
Then with my UX team, we meet our client Dan at his Downtown Minneapolis office. Here we got a sense of why Diagnose My Lease was created and the value the tools provide to brokers.
Primary User Research
After better understanding the tools and their value, we tested Diagnose My Lease with two individuals who worked with Cushman and Wakefield in the past to purchase commercial real estate.
Key Findings and Design Suggestions
From our research, I identified three key design enhancements as priorities:
- Create navigation that is consistent with the greater Cushman and Wakefield brand and clearly communicate the value of tools in order to build trust in users and enrich their site experience.
- Get rid of or improve tools in which users find little or no value.
- Strengthen tools that users find the most valuable—Diagnose my Space and Diagnose my People.
My prototype included a centralized homepage that clearly communicates the value of the sites tools. I then strengthened Diagnose my Space using transparent language, adding a space-calculating feature that works live-time, and allowing users to save their results by sending them directly to their email when they are finished.
Additionally, the navigation bar, color choices and red, square buttons used in my prototype pull from existing features on Cushman and Wakefield's national website.
Watch a screen capture of an Invision click-through of my entire design below:
Moving forward, I would test the prototype on more potential users to see if the features work as intended and iterate the process.