The process begins with the understanding of the current behavior of "La Casa de Juana", and the identification of the users who relate to the company today.
Every purchase or rental process involves 2 external users: Owners and Buyers or Lessers. Moreover, the brand and their highly curated social network accounts has a vast amount of fans, who use the photoshoots made to show the properties as a source of inspiration and reference for their own.
Through on and off-field research and interviews "ones" is identified as a growing group of users who have not been addressed by the brand, and who present great development potential due to global trends in habitability.
These new way of living is based on a short-term and collaborative companionship, family groups do not imply blood links and the limits of the private / public are redefined.
How can we rethink the service of "La Casa de Juana" to integrate people's contemporary ways of inhabiting?
A service is designed for "ones" or groups of "ones" seeking to rent properties such as those offered by La Casa de Juana. For this, changes are implemented in the service to both give a sense of security to property owners of the care of their space, and to enable a process for groups of people that are not traditional families, that understands their needs, providing the guidelines they lack.
Co-design session
Final presentation
Three main redesign axes for the new service were:
1. Re-orchestrating the service in pursuit of a better rhythm for the new users.
2. Introduce the user as a person, in order to create a customized and compatible match between clients (owner/renter), generating logical rather than random ones.
3. Design the information that is delivered to the users, and therefore generate internal strategies in pursuit of understanding and aiming for a better and complete mentoring for a contemporary user.
Service Blueprint
Group Work
Also part of this project: Fernanda Coz, María Jesús Lafuente & Antonia Bozzo