Product design

JLL

Commercial Real Estate / PropTech

Enterprise

Helping CRE Brokers communicate value

Building 0 - 1

Diagnostic sales tool

Design Lead

JLL, a global corporate real estate services company, wanted to leverage its rich and extensive datasets to help Brokers and internal teams better serve customers. JLL Technology was created as a incubator within the firm and set out to tackle the broker tenet lifecycle, a critical part of JLL's business.

Charting impact

50%

reduction in time-to-connect

+10%

increased 'win ratio' after 6 months

70%

6-month rolling average

Challenge

During the pre-sales process, JLL Brokers wanted to better communicate value to potential clients, stakeholders, and decision makers.

Why this mattered

CONTEXT

Our Audience

Technical + Billing Admins of Server product sites

For our team, it was important to consider the experience from the Broker and the Client's perspective.

What matters to Brokers:

  • The transaction lifecycle in brokerage is universally recognized but involves tedious tasks, especially during the survey and RFP stages.

  • Personal relationships between clients and brokers are crucial for successful transactions.

  • Brokers experience repetitive work and are concerned about losing clients due to human errors or external factors.

  • There's a potential for integrating more cyclical processes and data utilization to improve future transactions.

  • Lack of clarity in clients' internal decision-making processes is a recurring issue.

  • Brokers feel the need to defend their decisions rigorously to clients, balancing managing expectations and educating them.


What matters to clients:

  • There's a strong need to ensure maximum value from brokerage services, as real estate is a major expense for companies.

  • Decisions within the organization must be data-driven and delivered in a digital format for better internal approval.

  • The contract negotiation phase is notably slow, though some firms have managed to accelerate this process.

  • Keeping up-to-date with the real estate market is challenging and not directly part of everyone’s job responsibilities.

  • Internal approval for real estate decisions is often difficult to obtain.

  • A personalized approach to choosing brokers can enhance relationships and business outcomes.

  • There's a noticeable gap between everyday digital tools used by employees and the platforms used by brokers.


What does the Broker / Client process look like?


+10%

increased 'win ratio' after 6 months

Who was our audience?

For our team, it was important to consider the experience from the Broker and the Client's perspective.

What matters to Brokers:

  • The transaction lifecycle in brokerage is universally recognized but involves tedious tasks, especially during the survey and RFP stages.

  • Personal relationships between clients and brokers are crucial for successful transactions.

  • Brokers experience repetitive work and are concerned about losing clients due to human errors or external factors.

  • There's a potential for integrating more cyclical processes and data utilization to improve future transactions.

  • Lack of clarity in clients' internal decision-making processes is a recurring issue.

  • Brokers feel the need to defend their decisions rigorously to clients, balancing managing expectations and educating them.


What matters to clients:

  • There's a strong need to ensure maximum value from brokerage services, as real estate is a major expense for companies.

  • Decisions within the organization must be data-driven and delivered in a digital format for better internal approval.

  • The contract negotiation phase is notably slow, though some firms have managed to accelerate this process.

  • Keeping up-to-date with the real estate market is challenging and not directly part of everyone’s job responsibilities.

  • Internal approval for real estate decisions is often difficult to obtain.

  • A personalized approach to choosing brokers can enhance relationships and business outcomes.

  • There's a noticeable gap between everyday digital tools used by employees and the platforms used by brokers.


What does the Broker / Client process look like?


Friction points:

  • No streamlined or automated way to collect client requirements

  • Hard to access geo-specific 

+ historic data

  • Having impactful conversations

Insights and ideas:

  • JLL was prioritizing internal initiatives to build and bolster it's Data Lake Strategy. Like many CRE firms, JLL was sitting on a plethora of data from decades of deals, sales, prospecting, and operating

  • While Brokers tended to be less willing to adopt new technology in favor of their own bespoke solutions; our team had built a strong working relationship with the Seles Brokerage Group; which meant we had access to Broker Leadership to get early customer input into what they needed

COLLABORATION

Our strategy was to:

identify client's desired business outcomes;

and build the decision framework to rapid educated ( with JLL alignment to client needs, market insights, and 3p data);

so that the client is empowered to confidently move forward with JLL.

Expand to view hypothesis in full

About the team and stakeholders:

identify client's desired business outcomes;

and build the decision framework to rapid educated ( with JLL alignment to client needs, market insights, and 3p data);

so that the client is empowered to confidently move forward with JLL.

What I influenced and impacted:

As Design Lead, I supported the development of the product's strategy, facilitated a design thinking workshop, led research / usability sessions, and led a small team of designers through the life cycle of the design process.

Delivery & Impact

Our strategy was to:

identify client's desired business outcomes;

and build the decision framework to rapid educated ( with JLL alignment to client needs, market insights, and 3p data);

so that the client is empowered to confidently move forward with JLL.

Expand to view hypothesis in full

About the team and stakeholders:

identify client's desired business outcomes;

and build the decision framework to rapid educated ( with JLL alignment to client needs, market insights, and 3p data);

so that the client is empowered to confidently move forward with JLL.

What I influenced and impacted:

As Design Lead, I supported the development of the product's strategy, facilitated a design thinking workshop, led research / usability sessions, and led a small team of designers through the life cycle of the design process.

Solution

Hypothesis

If we target Server Admins with personalized messaging, intercepting their journey on non-Migration pages, and route them to the Atlassian Migration Program;then we will be able to get more of those customer to become limited aware, at minimum;because we know that they are actively visiting other WAC domains but are not getting Migration related messaging.

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