2015-2016
http://www.hometeka.com.br
When I was invited to work at Hometeka (formerly bim.bon), there was a SketchUp plugin and a web site, both sharing a large catalog of products focused on architects, like raw materials and structures. Articles were already great traffic generators, but they were managed by a limited tool, initially developed for other purposes. Intending to take a step forward and repositioning the product and helped by insights coming from interviews and user surveys, the company was ready to pivot.
http://www.hometeka.com.br
When I was invited to work at Hometeka (formerly bim.bon), there was a SketchUp plugin and a web site, both sharing a large catalog of products focused on architects, like raw materials and structures. Articles were already great traffic generators, but they were managed by a limited tool, initially developed for other purposes. Intending to take a step forward and repositioning the product and helped by insights coming from interviews and user surveys, the company was ready to pivot.
1: Legacy Product
• Carry out a first diagnosis and establish a plan of priorities and critical actions to be done over the legacy platform.
• Expand the ongoing research of users, stakeholders, market and competitors towards the definition of a new business model and a new value proposition.
· How is the market for architects and interior designers? And for product designers, retailers and industries?
· How is a day in the life of an interior designer?
· What are the steps of a interior design project?
· Why to choose product A over B on a project? How do they are specified?
· How is the relationship with the customer?
· How is the process of buying a cheap item? And how about an expensive one, like a $10k sofa?
· Who are the competitors? How to they work? What is the size of this market in Brazil?
· How much is the user willing to pay on shipping?
· etc.
• Prototype and develop tests for the hypothesis. Launch of an MVP. Monitoring and validation from key metrics.
• Discuss, collaborate and implement inbound marketing strategies.
Above: Some of the multiple rounds of test on the product page: image size, copy, CTA, 'free shipping' tag, description
Below: Original homepage and 2 tests featuring products on a hero banner.
2: New marketplace and rebranding
• Technology stack: establish a matrix of comparison between marketplace technologies, search servers and CMSs; Definition of an initial scope.
• UI Design and front-end development of the new platform and SketchUp plugin.
• Evangelize and get buy-in from the board on the adoption of agile methodologies (Scrum+Kanban), CI/CD.
• Collaboration in new rounds of quantitative and qualitative research with users after the product launch (analytics, interviews, surveys, etc.) to ensure market fit and establish new priorities on the backlog regarding optimizations and new features.
• Run A/B tests and other validation strategies for continuous improvements.
A/B tests: different image backgrounds for a newsletter subscription banner on a article page. Option A was the winner.
A/B tests: different copies, photos, layouts and triggers for a newsletter subscription modal. The second option was the winner.
A/B tests: When the platform was launched, we ran a survey with our users. These popups were shown on the bottom right-hand corner of the page.
