Back to Part I:
'Stockland Strategy'

Part II: Stockland UX

This is a collection of User Interface widgets designed for the the Stockland project. They reflect the need to orient the experience towards the user and to humanise the interaction.

Special thanks to Tanya the art director I worked with to build the groovy mood boards.

Stockland Landing Problem:

Stockland had a wide range of customer types, 19 in all. The largest quantity, and the most valuable were the property customers, but they had investors, administrative and business associate users as well.

I specified a portals for each key category with master navigation between them. The working title was "Live-Work-Shop-Invest" there was no single home page, but 'Live' was default.

This was a big sell to Stockland, as the site had been previously structured along administrative lines within the business, with clear silos of responsibility and control. It was a classic 'business vs customer' orientation issue. It was politically very challenging and required a lot of justification and stakeholder management.

Live-Work-Shop-Invest became Property-Corporate-Investors. Property remained the default. On the property portal was the property finder, applicable to all types of Stockland property.

As a user went to different portals a cookie remembered their last category, and would bring them back to that state, providing more metrics to Stockland, and keeping our users in their sweet patch without restricting their access to the full site for long tail queries.

I also added the option for a home portal, with the ability to create a user's own 'saved properties' lists.

There was considerable development of the opportunity to gain more metrics for Stockland's 'cradle to grave' CRM objective and integrated strategy.

Property Browser Navigation - Page View

The cornerstone of the AI was modular Sub-sites, each with a Stockland brand motherhood, and sub-brand identity. The experience was visual and emotive and we needed a search or directory that conveyed these key buying considerations. I applied a 'cover flow' type visual results to our search results, saved properties portfolio and other directories.

The property sub-site home pages would be represented in full, not just key images. The sub-site home pages were designed to scale in this application. It could be applied to any page on the site for search results if desired.

Property Finder Sorting: The "Virtual Service Centre" Challenge:

We had multiple types of property: commercial sale, commercial lease-industrial, commercial lease-office, commercial lease-retail, residential sale-apt, residential sale-house&land, residential sale-home, residential sale-retirement.

I broke them up into user the centric options below, using card sorted results:

First Home
Subsequent Home
Home for Retirement
Investment Property
Holiday or weekender
Shopping Centre
Industrial / Commercial
Office Space

Once each category was set, the parameters for each group was determined, based upon the

Apartments Example

Apartment State / Region AND?OR BUILDING    
(for retirement?) Name of Bldg Bedrooms #    
Separate Study Next to water Retirement Unit Price Range
Single Garage Water views Courtyard Apartment  
Double Garage Next to Park Single Lvl Apr  
No Garage Elevated / Views 2 Level Apt  
  Views Penthouse  
  Close to Transport Sub Penthouse  
  Full Floor Ground Floor  
  Separate Lounge & Dining  

This was repeated for every category, see the spreadsheet below for the full gruesome details

Full Logic Spreadsheet (xls)

The User Interface:


Alternate Navigation Paradigm: Property locator Map

As location and proximity are key factors in property purchase, I specified a map with all the property located, and colour coded as to type/function, with filters for each coloured category. It would key in on user IP location for initial size and setting, but could zoom into regions, with each coloured and named property marker being a hyperlink to that property sub-site. International visitors would see a full map of Australia.


Another Example of a similar 'Locator" application: