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The Arcadia

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My Company
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My Role

👨‍💼

Chief Operating Officer

Tools
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Project Background

The Arcadia is a property management & premier service apartments provider where we were the first to be established within the Thong Lor area  in 1968. We offer the biggest and affordable apartment units in town while providing exceptional in house & customer service for their tenants. However, our main issue is they have yet to digitalise the company's marketing & sales process to acquire new tenants where my research not only confirms this premise but further identifies effective solutions to fill in this customer/user experience gap.

My Contribution

As the Chief Operating Officer of the company in 2019, my first major initiative was to design a seamless journey for new customers and increase tenant acquisition rate for each of the company's properties. Ultimately, I delivered:

  • Extensive market research and data analysis on their target customers and main competitors.

  • Marketing strategy, content, visuals & style guides.

  • UX/UI Design & programming implementation of new website.

  • Training for company employees on utilising the website's analytics to generate leads.

Market Research

I conducted research by role-playing as a potential tenant and viewing competitor’s properties whilst interviewing their landlords in the process. I compiled and analysed the results to discover my my company's unique positioning and strengths within the current market. Furthermore, I evaluated the current website against their competitors to gain insight on real estate marketing techniques. Results clearly pinpointed my client's main weakness as their lack of digital marketing exposure and online communication channels.

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Discovery

To gain a realistic view of my as-is customer journey, I interviewed three existing tenants to validate all of my earlier findings. Hereby, confirming the pain points that were outlined in all of my research data where potential tenants liked the properties but are likely to drop off due to the many frictions in their customer experience and the lack of digital communication channels that depreciated the company's credibility in the current market.

Interview Highlights
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My Users

Through my research with the existing tenants and extensive analysis of our customer database history,  I was able to create a persona for our potential tenants. I prioritised customer's browsing behaviour and informational needs to devise a digital marketing roadmap where credibility and engagement with customers ultimately begins with the website. 

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"Aesthetics help improve credibility & UX of websites" according to Stanford University's Credibility Project.

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Pain Points

  • Website's design is not modern which causes customers to lose confidence in company's credibility.

  • Zero online presence on search engine platforms and social media.

  • Lack of online communication channels for sales team.

  • Reliance on realtors for exposure where company pays monthly fees.

Problem Statements

  • How might we increase The Arcadia's engagement with potential customers?

  • How might we leverage marketing techniques to showcase The Arcadia's competitive advantage?

  • How might we utilise data analytics to learn more about our website's users?

Solutions

  • Redesign website and leverage digital marketing techniques. 

  • Use the new website as a contact hub for sales communication.

  • Rebrand marketing contents to highlight our strengths.

  • Educate employees about analysing marketing data from the new website to drive sales.

Data Analysis

From my research analysis, I was able to draw up the as-is user journey to pinpoint customer's emotion and frictions at each stage on the current website. This confirmed that the focus of the new website's UX/UI design should be on showcasing the best content and features of the apartments as well as easing the contact stage for the customers to reach the sales team whist keeping these enquiries organised for easy record-keeping and analysis.

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As-is User Journey
Prototyping & Iterations

I collaborated with sales and marketing team via Mural to gather content for new website's design and conducted a copywriting workshop to refine company’s slogan and product descriptions. After  revising multiple iterations of sketches, wireframes and visual designs with my client, I created a clickable prototype on Adobe XD to conduct user testing on the final design.

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Digital Wireframes & Visuals

Style Guide

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Go-Live and Implementation

After positive user testing sessions and receiving my board approval on the final design, I commenced the development of the company’s new website through using programming languages such as HTML, Javascript and CSS. I delivered the newly created website materials to my client’s IT team where they hosted the website on their company’s server and my designs were successfully launched  on their domain: www.thearcadia.co.th

Final Design
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Results

200% Growth in Conversion Rate

From averaging 10 viewings per month to scheduling at least 30 viewings.

Increased Apartment Occupancy Rate

From 60% occupied to 88% within three months after Go-Live Date

Save company's cost by over 75%

Less payments to realtors as new website has higher conversion and engagement with customers.

© Copyrights by Triz Kitilimtrakul. All Rights Reserved.
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