Townbuilder

UX client project
Project Overview
Townbuilder is a company looking to revolutionize home buying for remote workers in states with lower living costs by utilizing an online purchase solution that centers around specific communities built for common needs of these individuals. Tasked with assisting in proof of concept and gaining a better understanding of their target market, this team-based project utilized four research methods with the final deliverable of a research paper and client presentation of findings.
Tools
Google Sheets
Google Docs
skills
Market Research
Competitive Teardown
Teamwork
Communication
To begin this project, we held a short virtual interview with the business owner to figure out where the business stood and what his needs were. He explained the concept, who he believed his target market to be, and that the product hadn't been created yet and was in a mockup phase. We developed a research plan and timeline, then conducted research and summarized ten key takeaways for each method. After completing this stage, we were able to identify trends that allowed us to note our findings and suggestions for a final research paper.


‍

Primary Research Questions

  • In-Depth Interviews | Uncover pain points of target users and the challenges they face when purchasing a home across state lines site-unseen to identify the key needs of our target users that live in pedestrian-friendly communities.
  • Concept Survey | Determine remote workers’ interest in TownBuilder concept and potential barriers to adoption to refine the product concept and value proposition.
  • Concept Survey | Uncover the pain points and challenges TownBuilder will face to influence the next phase of TownBuilder’s virtual home buying experience.
  • Desk Research | Discover trends and patterns of existing remote workers and their migration to new locations to determine TownBuilder’s product market fit.
  • Teardown | Compare existing sites with high ticket items and customizable features to breakdown their process, successes and failures.

My Contribution

As this product does not have current direct competitors, I completed a teardown on sites that allowed its clientele to make large ticket purchases on customizable products to further understand how to build credibility and trust. I chose to analyze Tesla, Rivian, Carvana, and Apartment List.

Key Takeaways

  1. Tesla and Rivian required varying amounts of refundable deposits because they allowed consumers to customize their vehicles online and deposits acted as a source of commitment.

  2. Tesla, Rivian, and Carvana offered 7 day return policies because consumers did not have the ability to test drive their model before completing purchase and receiving the vehicle.

  3. Financing options were transparent and haggle-free for Tesla, Rivian, and Carvana because the complete purchasing process for vehicles was online.

  4. Carvana increased user trust by offering comprehensive inspection information and imagery for each vehicle on its site because it only offered used cars.

  5. Tesla, Rivian, Carvana, and Apartment List highlighted key features of models because consumers wanted to ensure large ticket items like vehicles/homes contain everything they need.

  6. Rivian provided a “studio” setting to customize a model because it hadn’t been released yet but would allow consumers to begin planning what features and colors they wanted.

  7. Apartment List asked for important features in a home and how those features were ranked because it uses AI to match consumer needs with homes in the area to filter the consumer’s search.

  8. The average consumer of Rivian and Carvana is between 25-34 years old and male.

  9. The average consumer of Apartment List is between 25-34 years old and female. 

  10. Tesla and Rivian streamlined user experience by making vehicle operation, financing, and servicing located within the app, giving the consumer control of everything in one place.