Phase 1: Research

The initial phase involved a comprehensive market analysis to identify gaps and opportunities in the current tools used in the housing industry. The research was divided into several key areas:

1. Market Analysis:
   The team conducted a thorough analysis of existing tools such as CAFM (Computer-Aided Facility Management) systems, ERP (Enterprise Resource Planning) systems, and other management tools. This analysis helped in understanding the current landscape and identifying the areas where improvements were needed.
2. Stakeholder Interviews:
   To gain deeper insights, the team conducted qualitative market research involving 90-minute interviews with 16 property managers and decision-makers. The target segment included property managers overseeing 3,000 to 62,000 housing units, both private and cooperative. This research aimed to validate the appeal of selected use cases and understand the specific needs and pain points of stakeholders .
3. Quantitative Research:
   Following the qualitative phase, a quantitative study was conducted through 15-minute CATI (Computer-Assisted Telephone Interviewing) interviews with 200 housing industry professionals. This phase aimed to quantify the insights from the preliminary study and understand current equipment and planned investments. The main focus areas were fast internet and electronic meter reading on-site, with top growth areas identified as digital metering and e-charging stations .
4. Competitive Analysis:
   The team evaluated offerings from direct competitors such as Vodafone to identify market gaps and opportunities for differentiation. This analysis highlighted the need for unique selling propositions (USPs) to incentivize cost-sensitive tenants to start using the app.
5. Trend Analysis: The research phase also involved analyzing sustainability and digitization trends. The team identified the impact of climate change, rising energy costs, and the need for regulatory compliance as major investment drivers. The convergence of sustainability goals and digitization was seen as a key enabler for improving productivity, convenience, and tenant satisfaction.

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Phase 2: Use-Case Development

Building upon the market research, the team identified and refined several key use cases that addressed the needs of both tenants and landlords. The process involved:

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1. Identifying High-Priority Use Cases:
   The team focused on areas where tenant and landlord interests intersected the most. These included:
   Claims & Repairs: Enabling tenants to report and track the status of damages and repairs easily.
   Contact Information: Allowing both parties to manage and update contact details.
   Energy Efficiency: Providing tenants with tools to monitor and optimize their energy consumption, and giving landlords insights into overall building energy usage.
   Tenant Satisfaction: Collecting and analyzing feedback from tenants to improve services.
   Cost Transparency: Offering tenants detailed insights into their consumption data and how it compares to average or neighbor values.
   Document Storage: Providing a secure place for storing important documents such as contracts and invoices.

1. Developing Detailed Use Cases:
   For each identified area, detailed use cases were developed, outlining the specific functionalities and user interactions. For example:
   Claims & Repairs: Tenants can report a damage through the app, receive notifications about the status of their report, and view a timeline of the repair process.
   Energy Efficiency: The app provides recommendations for energy savings, alerts for unusual consumption patterns, and comparisons with historical data.
2. Validating Use Cases:
   The developed use cases were validated through further stakeholder engagements and feedback sessions. This iterative process ensured that the proposed solutions were aligned with the actual needs and expectations of both tenants and landlords.

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Phase 3: Concept Development

With validated use cases in hand, the team moved on to developing a comprehensive product concept. This phase involved:

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1. Integration with Existing Platforms:
   The solution was designed to be integrated into Deutsche Telekom’s existing IoT/smart home platform, leveraging its capabilities and user base. This approach ensured a seamless user experience and maximized the utilization of existing technological infrastructure .
2. Designing User Interfaces: Prototypes and mockups were created to visualize the user interfaces for both tenants and landlords. The focus was on simplicity, usability, and providing clear value to users. For tenants, the app offered easy navigation to report issues, view energy usage, and access important documents. For landlords, the dashboard provided an overview of property management tasks, energy consumption data, and tenant communications .
3. User Journey Mapping: Detailed user journey maps were created to ensure that all interactions were intuitive and streamlined. This involved mapping out every step a user would take to perform key tasks within the app, identifying potential pain points, and refining the design accordingly.
4. Prototype Testing: Low-fidelity prototypes were tested with a select group of users to gather feedback and validate the design. This testing phase allowed for quick iterations and adjustments, ensuring that the final product would meet user needs effectively.

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Implementation and Results

The UX design focused on creating an intuitive and seamless experience for both tenants and landlords:

User Interface (UI): Simplified interfaces for easy navigation and interaction.

User Journey Mapping: Detailed mapping of user journeys to ensure a smooth and cohesive experience.

Prototyping: Developed low-fidelity sketches and prototypes for initial validation, which were then iteratively improved based on user feedback.

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User Testing

Prototypes were tested with potential users to validate core assumptions and gather feedback. This approach allowed for quick iterations and adjustments without extensive resource commitments.

Key Insights:

1. Overlapping Interests in Multi-Sided Markets: The project highlighted the importance of focusing on overlapping interests in multi-sided markets. Both tenants and landlords benefited from improved communication and energy management, which were areas of mutual concern.
2. Simple Validation Methods: Using simple sketches and low-fidelity prototypes for initial validation proved highly effective. This method allowed for efficient resource use and quick adaptation based on user feedback, ensuring the development of a well-received final product.

Conclusion

This project demonstrated the potential of digital innovation in enhancing the relationship between tenants and landlords. By addressing common concerns and leveraging Deutsche Telekom’s technological expertise, the solution simplified service access for tenants and improved data management for landlords. The successful integration of these functionalities into a unified platform underscores the value of focusing on shared interests in multi-sided markets.

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Future Developments

The project serves as a foundation for further advancements in the real estate industry, promoting digitalization and efficiency. Deutsche Telekom has showcased their capability to address complex challenges with innovative solutions, setting the stage for continued progress in this sector. Bringing tenants and landlords together through a well-designed digital platform can address mutual concerns, promote efficiency, and enhance satisfaction on both sides.

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Learnings

Focus on Common Interests: The success of the project was based on developing solutions that were attractive to both tenants and landlords. Younger tenants were particularly open to digitalization, while landlords were under pressure to increase digitalization for data collection and communication.Iterative Design and Validation: Simple sketches and prototypes were effective in validating core concepts early in the development process, saving time and resources by allowing for quick adjustments based on user feedback.