PlaceMakers’ vision was to lead the construction industry into a digital future, starting with a new mobile app for their trade customers.
Our challenge was identifying priority features for the initial release, providing the most value to customers.
Traditionally, builders weren’t perceived as being tech savvy and preferred to pop in-store to place orders, so the app’s UX had to change this behavioural perception.
Additionally, because of their co-operative business model and previous underinvestment in digital, we needed to reassure franchise owners the app would be world-class; as they were key to driving user acquisition.
We approached this in three stages:
Research, Co-Design Sprint and User Testing.
Research:
We gathered customer insights, conducted competitor research and reviewed data analytics.
Key issues highlighted:
Placing orders was a very manual process - builders had to drive to a store (reducing time on-site), or place phone orders through their PlaceMakers sales rep.
Inability to track when orders arrive and be available for use, creating inefficiencies to plan projects accurately.
Managing budgets - while essential for changing subcontractors to purchase building materials, it was difficult for project managers to track budget and set spend limits.
Our approach:
We held a collaborative five-day co-design sprint with a cross-functional team (sales, finance, marketing, IT and GM’s) to ensure customer needs were met.
Day 1 - Understand
We established a shared understanding of problems/key opportunities to improve the end-to-end experience for PlaceMakers trade customers.
Day 2 - Sketch
We facilitated design-thinking exercises for everyone to share their ideas, resulting in different possible solutions for problems identified.
Day 3 - Decide
We agreed as a group which solutions to focus on, and key questions we want answered from user testing. Anonymous voting created a heatmap of the best ideas in the room, allowing everyone an equal say.
Day 4 - Prototype
Using Sketch, Abstract and InVision, our designers created a high-fidelity interactive prototype in 8 hours, designing with real data. Our refined design-ops process allowed multiple designers to work quickly and simultaneously.
Day 5 - Test
We conducted 15 one-on-one user testing sessions with PlaceMakers customers.
Execution:
We continually iterated, updated and retested the prototype with customers. Sketch and Zeplin were used to create a scalable digital style-guide, ensuring design consistency. Abstract was used for full source control, version history and internal design reviews through the iterations.
Effect:
PlaceMakers Trade App launched during COVID-19 New Zealand Alert Level 3 where travel restrictions/physical distancing was strictly adhered to, and businesses could only operate if able to without physical contact with customers (e.g. through phone/online orders, delivery, pick-up and drive-through).
The app provided contactless pick-up and delivery services. Customers could create, track and update orders in one place; project managers could grant subcontractors in-app purchasing permissions with spending limits.
The app gained full support from franchise owners, and overwhelmingly positive feedback from trade customers.
Andrew McNab - Trade Sales Manager | Mt Wellington
“…the best thing we have had since I have been here (10 years). Looking forward to
watching it develop”
Garth McInnes - Operator | PlaceMakers Hutt City
"...I was worried that we would be distracted with customer issues as they tried to figure it out but we haven’t and its all gone smooth. My customers are taking to it like a duck to water. The first transaction was one of my longest serving old school builders. Well done."
Builders can now quickly and confidently navigate through the app to place orders, encouraging a shift in customer behaviour; enhancing the end-to-end user experience and creating greater brand loyalty.
Results:
In 54 days, PlaceMakers Trade app:
Acquired 10,000+ downloads
Processed 2,000+ orders
Generated over NZD$1,000,000 in revenue