Chasing the customers churn reduction we realized that disinformation was behind their actions, so the assumption was that improving their perception about fotocasa performance could be the key to win. So, the first guess was creating a new dashboard, but maybe we were wrong?.

I founded a cross-functional team build by people from many sources in the company, and during three months we follow an engaging innovation process that, in the end, gave us many surprises.

We interviewed clients, lived with them, storyboarded hypothesis, wireframed solutions and organized some workshops. We developed our creativity following the best from Ideo and WhatIf! and even, sometimes we created our way.

After a little of research, we confirmed that while disinformation and churn were correlated, the assumption about our tools and it is design were the principals responsible in that wasn't so clear.

It looked like our professional user's issues were in the center of everything. First of all, we detected an absolute lack of data culture in almost all agencies. It was a shocking discovery because data culture is one of the foundations of any selling business. They don't have clear the most important KPI (even its names!), its meanings, goals, etc. 

By another side, it was true, and our tools design didn't help in this mission. The complexity of having multiple data sources from various sites neither helped them.

We discovered too another uncovered need as automated reporting, alert system, KPI data exportation.

Our final proposal as the first step was to setting the foundations of a real data culture through an easy app what proposed few KPIs. Our guesses were establishing a common standard language between developers and fotocasa, and engage our customers in improving through weekly goals.

We tested this prototype with many customers at the Barcelona Meeting Point fair with excellent results.

The next step should create an MLP (Minimum Lovable Product).

My roles during this project: Team and innovation lead and UX researcher.