“CLN. is your TRUSTWORTHY turnover solution to your shared property business. We pride ourselves in offering you the help that you need. CLN. is also a great opportunity to provide extra income and to contribute to your local community.”
We believe that creating an app designed to connect home-sharing hosts with credible local cleaners will decrease the stress and workload of the host, consequently increasing bookings, ratings and potential profit.
Proto-Persona
Our first step was crafting this Proto-Persona using anecdotal evidence we then collated within Miro (fka. RealTimeBoard). Efficiency-oriented people with busy lives and multiple streams of income seemed to be a common paradigm among the individuals we were taking cues from.
Competitor Analysis
Our next step was assessing the current market environment for our application with a Competitor Analysis. We decided to conduct our research using two methods: User Interviews and a Survey. We created the survey for Subreddits utilized exclusively by home-sharing hosts, as well as one Subreddit dedicated to sharing surveys. We decided Subreddit would be sufficiently anonymous, and we didn’t want to receive any biased responses from a survey group too closely associated with our personal lives. However, we only received 2 responses so most of our actionable data is coming from User Interviews.
The key findings we derived from our research were a distinct concern for trust and quality assurance when hiring third-party cleaners. There are only a handful of competitor services on the market; however, all but one — Turnoverbnb — are still Beta testing. For example, Properly is one of the applications still in Beta testing so their services are only openly available for Cleaners to sign-up; if you are a host interested in using the app, you have to sign up for a vis-a-vis demo. As a result, we think our application's biggest potential asset would be in helping a host who is not especially tech-savvy find a dependable and trustworthy cleaner quickly.
Ms. Susan Fairchild
Our User Persona was developed after conducting some illuminating User Research. We discovered our User was typically an entrepreneur or multi-hyphenate who prides themselves on having a couple of “hustles”. They usually have no more than 2 properties they are managing, and live within 30 minutes of those properties so doing the turnover on their own isn’t unreasonable but it is a process that takes the time that could be used in more productive ways. Our User is usually a parent and prioritizes their family over everything, despite not having the dedicated family time they’d like to be available. Aiming our marketing at this family-time deficit would be crucial.
User Journey
Here is where mapping out each individual step in a User’s Journey becomes helpful because we know who they are, now we need to know what they want from each interaction with the CLN application. We discovered through our research that a lot of the demographic is not particularly tech-savvy so optimizing SEO and incentivizing referrals would be a crucial step in the Journey so we can get our name out there.
Affinity Diagram
We used an Affinity Diagram to organize the many ideas into subgroups with common themes or common relationships.
“Next big Deal”
In conclusion, Nile and I thought a rewards system that incentivizes referrals and prioritizing comprehensive SEO would be our biggest goals for future developments. Possibly adding an integration mechanism to assimilate your property information from Airbnb, VRBO, Homeaway, etc.
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