user definition and user journey poc ux with marketing approach

User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect

Discovering User & Mapping User Journey Appraiser POC - Digital Transformation

1

DiscoveriesAppraiser Journey

Segmented by Client Definition, User Definition, Persona and Scope for Digital Transformation

User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect 2

Client Definition and Project Goal:ServiceLink is the premier national mortgage services company that has been providing loan transaction services to the mortgage industry for more than 47 years. ServiceLinkdelivers home valuation, title and closing, and flood services to mortgage originators; end-to-end subservicing to mortgage servicers; and default valuation, default and loss mitigation title and closing, field services and liquidation solutions that support servicer loss mitigation efforts and the foreclosure process.

The project goal is to upgrade property appraisal processes into digital experience. ServiceLink’s vision is to disrupt the appraisal industry while moving to “Digital” business model with platform-transaction based pricing and value added services.


User Experience Series 2016. Author: Sushmita Dutt

Who is an Appraiser: User Definition

According to The US Appraisal Foundation, an appraiser is one who develops and reports an opinion of value on a specific type of property. Appraisers may opt to specialize in various disciplines such as:Real Property appraisal, which is the valuation of real estate. Real property appraisers can choose specialties to practice within such as residential, commercial and agricultural.

Federal law in US requires that appraisers who value real property for federally-regulated financial institutions must be state licensed or certified. There are no federal or state licensing requirements for personal property or business valuation appraisers.


Appraisers: User PersonaSource: Appraisal Institute Research DepartmentAs of December 31, 2013, the number of active real estate appraisers in the U.S. stood at 81,050.Thenumber of appraisers decreased at an average rate of 3.0 percent per year over the past five years. A broader analysis suggests the rate of decrease could rise sharply over the next 5 to 10 years due to retirements, reduced numbers of new people entering the appraisal profession, economic factors, and greater use of data analysis technologies.

Gender: 30% Female. 70% Male (In US)Age: 25 - 66Annual Income: $50,000-$99, 000(43%), $50,000 (27%), $200,000 (5%)

Ethnicity:Native American: 1%Asian: 1%Black: 2%Hispanic/Latino: 3%White: 92%Other: 4%

All are Certified Real Estate Appraisers for properties within US


Appraisers: User PersonaSource: Appraisal Institute Research Department

Formal Education:As of December 31, 2013, 18.2 percent of U.S. real estate appraisers held a license or certification in one or more states outside their home state.

High school diploma: 2%Some College 16%Associate Degree: 7%Bachelor's Degree: 58%Master's Degree: 16%Doctoral Degree: 1%

Technology Usage:Mobile Phones (% Unknown)Tablets (% Unknown)Digital Camera (100%)

User Experience Discoveries/ User Testing and Survey needed


Paradigm Shift in User Experience: The Digital Space

User now has to run between his office and the visited property to complete appraisal processes. Using Mobile and Tablet willallow “anytime anywhere” use of technology to complete appraisal processes even sitting in the car. This will significantly save time and money for the appraiser. Some recommended digital technology features are:

● Property Appraisal Experience: Multiple devices used to complete the process - Mobile and Tablet can be a game changer● Replacing form-based Experience: forms based process to Turbo Tax like experience will have user acceptance● Notes vs. Voice Capture:Written and typed notes are lengthy processes – Voice capture for text input will have user acceptance● Wizard Assistance:Persona driven Wizard Assistance for help on Mobile and Tablet will have user acceptance● Digital Camera vs. Mobile:Photographs taken in Digital Camera are huge in size, Mobile pictures will have user acceptance● Mobile Application Driven Measurement:Using Mobile Application, property measurements can replace the cumbersome manual process



• Create a Digital Touch points with appraisers, enhance visibility, quality and efficiency • Optimize Pre Inspection which consumes significant amount of time of Appraisers

• Facilitate Order Acceptance and Scheduling with:

•Complete calendar management

•Automated scheduling •Quicker Acceptance •Notifications

• Facilitate Pre Inspection with:

• Mobile Activity – Comp research: Public records, MLS, maps

•Auto validation of property •Auto validation of property



• Post Inspection•Real time and Iterative quality reviews •Guided/automated data capture •Integrated with photos and voice notes/voice to text •Built in checks to ensure accuracy and completeness •Automated submission of final report

• Facilitate Onsite Inspection with:•Guided/automated data capture •Integrated with photos and voice notes/voice to text •Built in checks to ensure accuracy and completeness •Comp recommendations on Mobile •Appraiser experience risk needs to be managed to drive adoption


Paradigm Shift in User Experience - Concerns:

Stakeholders are concerned that the experienced Appraisers belong to the "Old School" and therefore resist change to technology which is an adoption challenge for the proposed digital technology transformation. Some recommended User Experience solutions are:

● Motivations to be crafted into Digital Transformation and User Training emphasizing advantages of technology usage vs disadvantages of the existing practice

● User’s most valuable features will have to be included in the User Experience of digital technology and comparisons will need to be demonstrated

● User Pain Points will have to be discovered and addressed in digital User Journey

● Old way vs New way – New comer to the business will train the experienced appraisers into adoption of the digital technologies


Paradigm Shift in User Experience: Vision and Findings

ServiceLink’s Vision:Disrupt the appraisal industry while moving to “Digital” business model with platform-transaction based pricing and value added services

Current State Findings: • Digital Flip – This initiative has the potential to transform Service Link into a Digital Business • Strong competition but ServiceLink uniquely positioned - influence, size and scale • Technology Platform is web centric, but has the core construct for Digital extensions (Mobile, APIs) • User experience critical to success - needs enrichment through personas, journey maps, surveys and focus groups

Future State Recommendations:• Base product needs to be better than what competition is offering, incrementally add forms and enhance usability • Upgrade technology to Azure PaaS for digital capabilities, speed, scale and performance • Adopt Lean start up methodology to develop iteratively while adapting quickly based on feedback • Design user experience based on user personas, journeys and surveys/feedback


User JourneyAppraiser

Segmented by Use Case Scenarios


User Journey : Use case Scenario 1.0 – Order Management

AMC

ServiceLink

1.0 Bank Orders for Appraisal

1.0.1 LOE

1.0.2 Email

TOTAL

1.0.3 User views Order

1.0.4 Paid User downloads xml

1.0.5 Both User Types select value from drop-down for accepting/rejecting order

Reject Order

1.0.6.1Accept Order

Report Under Influence

1.0.6 Three types of users identified: 1.0.6.2

1.0.6.3

User Journeys to Use Case Scenario 2.0 - Scheduling

Start


User Journey : Use case Scenario 2.0 – Order Scheduling

2.0.1 User calls the property Owner introduces himself and schedules visit

Possible Cloud interface for voice communicationData storage and retrieval

Digital Transformation

2.0.2 User and OwnerCommunicate about the Property Appraisal schedule

2.0.3 User reviews order details, views prior reports on property upgrades etc.

2.0.4 User selects applicable form for the property type

Possible transformation to Pre-populated Dynamic form


2.0.5 User visits the property for a survey of all other properties in the neighborhood for comparison analysis

2.0.6 User visits the property for exterior and interior appraisals and captures data required for formal appraisal

Mobile pictures of low file sizes saved in cloud storage for retrieval and distribution


2.0.7 User Journeys to Scenario 3.0 –Data Capture


User Journey : Use case Scenario 3.0 – Data Capture

3.0.1 User visits the property for Exterior Evaluation

Possible Cloud interface for mobile picture storage


3.0.3 User visits interior of the property for appraisal and pictures

Mobile pictures and data capture from voice communication and floor measurements are auto calculated by mobile app.


3.0.4 User visits office to create appraisal report

Forms are dynamic, have pre-populated fields and blank fields (TBD) with “Guided Wizard” help


3.0.6 User Journeys to Scenario 4.0 –Data Submission /Error Omission

3.0.2 Mobile picturesare auto-saved in User’s hard drive and also in cloud and retrieved from desktop and tablet

3.0.5 User compares data with neighborhood properties, pricing etc. for detailed data capture


Desk top vs. Tablet*Desk top is fixed location, tablet is anytime anywhere


4.0.1 User submits data to AMC

4.0.2 User correctsErrors and Re-submits data

Possible interface with Cloud for data upload/ storage/ retrieval and distribution


User Journey : Use case Scenario 4.0 – Data Submit/EO

10 POC Rules applied for Error/Omission

4.0.3 User receives an “OK” for submitted appraisal

4.0.5 User receives a new order and moves on with another appraisal

4.0.4 User is rated for the appraisal and user ranking is listed

End


User’s Pain Points:

User Experience Series 2016. Author: Sushmita Dutt

Cumbersome Form Fill-out Multiple Errors and Omissions Painful lengthy Typing Questionable data manually gathered from verbal communication over property site evaluation

Closing statement - Project Goal Recap:Digital Flip – This initiative has the potential to transform ServiceLink into Expanding Digital Business Market , the potential is huge in today’s technology driven world.


Thank you


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