1 Matchbolig your life s companion TEAM 8 - E-Concept Development Copenhagen School of Design and Technology 2. Semester - Project 3 - Group 7
2 Members profiles 2 Kristoffer Winther, Kristoffer Winther, Sussie Stensnæs, Ida Tryg Grue, Education in Multimedia Education in Design Multimedia Design Sussie Stensnæs, Rógvi Siv Educatio Kristoffer Winther, Kristoffer Winther, Sussie Stensnæs, Ida Tryg Grue, Education in Multimedia Education in Design Multimedia Design Sussie Stensnæs, Ida Tryg Grue, Education in Multimedia Education Design in Multimedia Design Rógvi Martin Sivertsen, Norborg, Education in Multimedia Education in Design Multimedia Design Rógvi Sivertsen, Sandra L Educatio.kea.dk Design Ida Tryg Grue, Sussie Stensnæs, Ida Tryg Grue, Education in Multimedia Education in Design Multimedia Design Rógvi Sivertsen, Martin Norborg, Rógvi Sivertsen, Martin Norborg, Education in Multimedia Education Design in Multimedia Design Sandra Lou, Education in Design & Business Sandra Lou, Education in Design & Business
4 Introduction Table of content 43 Realkredit Danmark is the strongest brand on the danish market when it comes to mortgages. They have a strong proof through the different tools and loan calculators that helps the customers in the decision process. But Realkredit Danmark needs to move from being only a loan partner and pursue a new position as the prefered home partner when a buyer needs both advice and financing for a new home. Client Goal As stated in the client brief ( ), Realkredit Danmark should be positioned as the most important partner when purchasing a house. More specifically, create a concept that makes the target group interact with the brand - also outside of the specific loan context.
5 Insight Table of content 35 To insure a valid base for the further development of the concept a insight phase was conducted. The phase contained of desktop research, four interviews with the target group and our own experiences and perspectives. A map of the user journey was made to get a clear overview of the buying process and touchpoints. The map starts with the I want to buy a house Google / Home / Boliga DBA / Boligsiden Search online Loan possibilties Paper ads Talk to mortgagebanks / Consider banks insurance Metro Express / Home / DBA Choose favorit houses What kinds of loan can I get? How much can I loan? Can I take over a loan Contact Lawyer / Auditor need to buy a house and ends with the purchase of the house. As the map shows, the journey of buying a house is long and time consuming. It involves many different parties as the bank, mortgage banks, lawyers, auditor and the list goes on. Aase Sørensen (62 years old, Nurse, Herning Hospital) explains: Even the second time Choose a Home Contact construction expert Make your bid Figure 1 - User jurney Questions / Considirations Sign mortgage contract Home sweet home I bought a house, the process was very complicated. Me and my husband was the octopus that would have to balance it all, communicate and keep track of all the different parties, this was very confusing. The base of expecting that most persons could balance the process would have to be taken into consideration. When a buyer wants to take a loan and buy a house a lot of money goes into administration and advisory. A lot of people do not have the competences and knowledge to do it themselves and thereby save the money. As Aase Sørensen mentions, even if you pay for an advisory the buyer would still have to act like the octopus and juggle all the parties in the process. Søren Nordborg (55 years old, Financial consultant, Agrocura) explains: Because of the historical low interest, the banks and mortgage banks is now charging much more for administrating and advisory to keep an solid income, this actually forced me to pay much more that expected simply to get a loan.
6 Insight Table of content 63 It is clear that the process when buying a house and taking a loan is complicated and without help the buyer can end up with a deal that do not suite the households economy. The last aspect of the research is the credibility towards the banking consultants. There lies some difficulties with having the bank or bank mortgage advise the buyers when choosing which loan to take. There will always be a part of the consultants that will act to benefit their company and might not have the greatest interest for the buyer. The consultant would prefer a larger interest whether the buyer prefer a low. Linda Stensnæs (53 years old, School leader, Trødrød Skolen) explains: I would compare this situation to making the wolf guard the sheeps, where the wolf clearly is not in the best interest. of the bank and mortgage banks and will therefore collect more offers to ensure a deal that suits their economy. If the buyer has got a long and close relationship to their private bank advisor, they would most often go to their bank and get advised further into what mortgage bank to choose, where to find a suitable home and so forth. Tine Tryg (47 years old, Lean consultant, Danske Bank) explains: My relationship to my bank advisor is very good and close. Me and my husband always get cake and coffee when visiting and often the meeting evolves into catching up and small talking. I would always prefer my bank in house-buying-situation. Through the research it became clear that choosing a mortgage bank depends a lot on the buyers experience on the market. When the buyer is a first-time-buyer he/ she would often question the credibility
7 Concept Table of content description 37 Our concept is build around a digital element adapted to the new story that is for the future of Realkredit Danmark. Not only is it the intention that the digital solution will make it easy for the user to seek accommodation and save them for closer inspection and a better overview on the subpage for but also spread the word about Realkredit Danmark s vision of being the Danes favorite home partner. The name of the new home partner is Matchbolig. Matchbolig is your companion who wishes to help you create a happy frame for your future. Realkredit Danmark will be your life s companion and a safe place for all- in-one counseling for both first time buyers as well as people that are more experienced in buying a home. The concept is built around the song be my life s companion and this will also emphasize how Realkredit Danmark can be of great value to the individual Dane about any speculation surrounding the purchase of a property. The humor is understated because the life s companion ultimately turns out to be something other than first thought. Thus Realkredit Danmark in the end appears as the companion, both on the go and in a more personal setting. This will be explained in the following. Website Although Realkredit Danmark is aiming to be the obvious choice in advising and coaching in and/or around the housing market they are also a product, which are to offer people loans for various properties. Therefore this concept is connected to a subpage for the main-page of Realkredit Danmark. It is a task for Realkredit Danmark to adapt the content of their main page from the new story and position in the Danish market, now being more than a loan provider. This concept only describes the content of the new subpage. While the App is saving your real-estate matches when favouring them with the simple yes/no function, it is also synchronising with the sub-page created for the purpose of being the favourite home partner at the Danish market. The way to have them synchronized is simply via log-in. The subpage lists your saved subjects from the App match bolig (see/insert mock-up), in this way you have an overview for further research on the selected real-estate. Since you are already in the Realkredit Danmark web-interface, you are in the easy access zone for various important information, handed to you in a language in you can relate to. Back-to-basics ; A side menu listing the different topics, which are relevant when you are considering buying property. (Insert Mock-up) The main purpose of this site is to create more awareness about Realkredit Danmark as being more than a place where
8 Concept Table of content description 83 App you can apply for loans. Realkredit Danmark can assist the potential buyer with all possible aspects from looking at the market to actually buying, if that turns out to be the best solution from an objective point of view. The application is made with a simplistic user interface so that it is easy to get an overview right away when you are operating it for the first time. The app is structured in four steps that seamlessly guides the user through the experience of selecting the new apartment or villa. The first scenario requires the user to log in. When the user have logged in to the application the second scenario that appears gives an overview of different criterias which the user have to specify in order to proceed, such as geographic location, radius, budget and type of accommodation. The third scenario visualises a flow of accommodations based on the users previous specified criterias, here the user has the opportunity to get a closer look on the accommodation specific details and decide whether to say Yes or No to the shown options in order to make a personalised collection. When the user has made a selection of accommo-
9 Concept Table of content description 93 dations it is possible to go to Realkredit Danmarks homepage where you can find a submenu, which is synchronized with the application, to get a more detailed overview and receive more thorough information about the accommodations that the user has said yes to. Furthermore to within the App, access a listed overview on the liked topics. Commercial Your Life s Companion You see a couple from a distance, a man and a woman sitting on a bench, the music starts. The camera is zooming more and more in so that they become more visible. The viewer of the commercial can now see that the couple is supposedly in love with each other since they are sitting close. But in the end you see them up-close and they are simply looking at the Realkredit Danmark app on their smartphone. Realkredit Danmark is your life s companion. Vi have gathered the essential functions under one roof and thus made property search as well as buying process more easy and accessible. Video link:
10 Launch Table of Plan content Match bolig commercial Primo september App launch Primo september Sub-page/ website relaunch Primo september 2014 Conclusion 10 The aim with this concept is to create awareness about Realkredit Danmark as being more than just a mortgage bank and position them as the most important partner when purchasing a house. Through the insight is became clear that the solution should not only be centered around implementing digital elements to their existing image, on the contrary. The solution should also be about adding to their image via digital interaction and creating awareness. This will let potential house buyers experience that they are actually able to have Realkredit Danmark as a consultant through the hole housebuying-process and also without being a customer in either Danske Bank or Realkredit Danmark. It is very important to deliver the new message about the all-in-one solution for reliable and trustworthy counseling and buying assistance. The application Match Bolig will place Realkredit Danmark in people s minds when searching for a new home and create an early connection between the potential customer and Realkredit Danmark. The commercial will spread the message about the new Realkredit Danmark and also create awareness about the App Match Bolig. The website will provide the users with every needed information, and if their would like to continue RealKredit Danmark is available. The site also gives a greater overview, and from here on it is a lot more simple and transparent how to go further in terms of buying a property with RealKredit Danmark.
11 Appendix Table of content 11 3 Søren Nordborg - 55 years old What is your profession? Financial consultant at Agrocura Who is your mortgage company? Realkredit Danmark How is the dialog between you and the company? We receive a letter once a year regarding changes and general information regarding our mortgage, otherwise we contact them if anything needs to be talked through. Could you take a look at Realkredit Danmarks homepage and go through some of the tools they have? Yes. They seem accessible and understandable. There is a nice step by step flow in the Beregnere section. I believe that it would also give a good overview for younger first time buyers. Realkredit Danmark wants to position themselves as a Home partner instead of only a Loan partner meaning that they want to be the preferred brand both when the buyer needs advice and financing. Based on this we need to create a digital concept, perhaps an app, that somehow guides the buyer in a simple manner. Could you give a an idea of what that could be? The steps could be like this: 1. Economic overview with possibility of write/upload a budget so that you know how much you can buy for based on income and expenses 2. Some kind of map/geographical location search of where you want to buy a house 3. Realkredit Danmark should furthermore inform what kind of obstacles (inexperienced) buyers should be aware of when looking at houses. Tine Tryg - 47 years old What is your profession? Lean consultant at Danske Bank Who is your bank? Danske Bank Who is your mortgage company? RealKredit Danmark Phone interview: Går altid til banken, og bruger deres kreditforening. Man kan godt gå uden om bankens kreditforening, men kan ikk nødvendigvis betale sig, pga ekstra omkostninger. Tine går altid til banken, hvorefter banken laver tre udkast til lånetyper, gennem kreditforeningen (Realkredit Danmark). Der er ingen personlig kontakt med RD. Tine ville altid gå til egen bank og mener de fleste ville. Hun er tryg ved sin egen bankrådgiver. Tines bankrådgiver er finansrådgiver og har kun få og lidt specielle kunder, men derfor altid tid til at
12 Appendix Table of content 123 Linda Stensnæs - 53 years old rådgive Tine og har et personligt forhold til hende. Hun får altid god og hurtig service og kunne derfor aldrig finde på at gå uden om hende ved køb af bolig. Dog mener Tine at førstegangskøbere eller andre med mindre godt forhold til bankrådgiver, kunne tage kontakt direkte til kreditforeningen. Hvad var dårligt? Frustrerende ikk at snakke med RD, når banken siger ok men RD nej. Hvis først nej fra RD = lukket. (Idas situation) Har en advokat på ved køb, men ikke revisor. Revisor bruges kun ved årsregnskab. Ikke specielt dyrt med advokat. Tine synes ikke det ville være utroværdigt hvis kreditforeningen tilbød en advokat. Tine bruger boliga.dk og om søndagen kigger hun i Berlingske Søndag. Idé: Tine kunne godt bruge en oversigt der hvor hun søger bolig, som fortælle om det er et realistisk eller urealistisk køb. Hun ville også gerne have flere områdeoplysninger, f.eks. i forhold til forsikringer i området. Er forsikringer dyre i det pågældende område og evt. med tilbud fra forskellige selskaber. What is your profession? School leader at Trødrød Skolen Who is your bank? Jyske Bank Who is your mortgage company? RealKredit Danmark Phone interview: Startede med: RealKreditDanmark Hoppede videre til forskellige institutter hver gang det blev omlagt. - Hvad kan vi lægge i udbetaling og hvad kan man så låne. - Hvis det er et hus der står der i forvejen så har ejendomsmægleren lavet beregninger. Negative: - Det kan være kompliceret om hvilket lån man gerne vil have? - De har hævet deres administrationsbidrag da renten er lån.
13 Appendix Table of content 133 Aase Sørensen - 62 years old - De skal ud og kigge på huset for at vurdere hvad du må få i lån Positive: - Renten er lav - De skal ud og kigge på huset for at vurdere hvad du må få i lån - Man kan gå ind på kreditinstitutternes hjemmesider og regne ud om det kan betale sig. Hvis man på forhånd føler at det er til øllet med pengene så kan det blive en lang process, men hvis du har det der skal til så går det nok. What is your profession? Nurse at Herning Hospital Who is your bank? Nordea Who is your mortgage company? I do not have one. Phone interview: Vi skal lave en digital platform til Realkredit Danmark, de vil være danskernes foretrukne Home partner. De ønsker ikke længere at opfattes kun som låne-instans, men også i høj grad som rådgiver. I den forbindelse vil jeg høre om du gider kommentere lidt på dine erfaringer, og hvorfor du valgte din kreditforening? -Hvad mangler/manglede du? Mere gennemsigtighed, manglende forståelse for låner markedet. Det er for kryptisk, det er med skjult fortjeneste, hvem tjener på at jeg optager et lån - bidragsydelse. -Bekymringer: Usikkerheden på markedet, udviklingen af renten. Det er tidskrævende Meget og uigennemskueligt, mangler en samlet løsning. -Byggesagkyndig? -Forsikring? -Generel køber rådgivning, mangelfuldt eller utroværdigt? Stoler på rådgivning, ideel løsning med alt under samme tag. Er på nuværende tidspunkt ikke klar over udbuddet. Gøre processen hurtigere, med folk der har kendskab til det marked man bevæger sig ind på. -At skulle igennem for mange instanser? -Action; En pakkeløsning som snakker lavpraktisk til brugerens niveau. - Tv kampagne, vi klarer det hele for dig til en rimelig pris. Fordel i pris ved at have det hele.
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