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Project Overview
Domain’s digital products have been evolving since Domain launched, the past 12 months though has seen Domain’s products evolve, innovate and improve at an incredibly fast rate.
Achieved in a very short amount of time, our apps now have the highest ratings for property apps in the app stores.
Organisation
Team
Damon Pezaro
Mark Cohen
Paul McManus
Ramesh Thiagalingam
Justin Howlett
Gary Lo
Fabien Ruffin
Chen Qing
Aurelien Garreau
David Turner
Sanjay Jaryal
David Meier
Dan Johnston
Lyndon Maher
Henrique Marassi
Sean King
Jonah Wigley
Project Brief
The brief: completely transition one of Australia’s most popular property website and apps to enable growth, and have high consumer ratings.
The objective set was to provide a unified and frictionless experience when using Domain across various channels, providing the right features in the right context.
Goals included delivering a beautiful and forward driven design and experience, which would improve KPIs, including more engaged users, improving brand recognition, increasing enquiries to agencies and growing digital revenues.
Project Need
In just over 12 months, 90 to 95% of Domain’s core apps and website have been completely re-built iteratively, without major disruption and have enabled substantial growth for Domain.
We focused on shipping value to clients and users frequently using a best in breed agile methodology. Not only focusing on constant iterative improvements to our product, we developed key Australian first product innovations such as:
•School Zones, we can now answer a common question: 'which school could the kids go to if we moved there’?
•Finger searching on a map has been a very popular feature. A loved feature which makes searching property both easier and fun.
•Wearable device apps, integrated with our existing platform and products.
•Decrease friction in a truly multi channel world, we have made it easier than ever to pick up a recent search from where users last left off. By saving searches to the cloud, searches are made available seamlessly on their other devices.
•Notifications when properties a user has shortlisted on any platform are updated, we immediately inform them via push notifications or Google Now cards. Domain was the first Australian app to integrate with Google Now.
•Home Price Guide Everyone has access to free estimates of property values, sales and rental history for 13 million Australian homes.
In just one year (FY14 to F15) key outcomes:
•36% digital revenue growth
•45% unique audience growth
•20% real estate agent subscribers growth
•34% increase in total app downloads
(2015 Fairfax Media annual report)
User Experience
The house hunting experience can often be overwhelming and emotional. Reimagining real estate digital design and user experience was critical to making the property experience as frictionless as it can be. We have defined a visual identity that connects with the user. Our emotionally lead design has effectively set Domain apart from other offerings in a highly competitive industry, creating a more defined and memorable aesthetic.
A new unified design across all our products has been applied, as well as adopting user expected native designs principles within our apps. Key decisions around typography and iconography ensure our execution works across all form factors, from Android Wear watches up to large screen monitors.
A key user experience goal was to provide a unified and frictionless experience when using Domain across various channels, providing the right features in the right context. More than 60 per cent of Domain users are already on a mobile device and 90% of app users launch the app over 4 times per week, so focusing on mobile and it’s role in finding a home was core to our focus.
The risk for Domain was moving too fast with product changes and ‘shocking’ our existing audience of millions. We delivered changes, with a lightness of touch that soothes the transition, and introduced a new platform to Australians to find their next home.
Project Marketing
Following exceptional user feedback, the campaign proposition was direct and clear: ‘Download Australia’s Best Property App’. The simplicity of this message was a key factor in the success of the campaign as it was easily translatable into a multitude of environments.
The campaign strategy was to take a multi channel approach, focussing on both traditional brand channels such as outdoor, TV sponsorship and print whilst leveraging efficiencies of acquisition by implementing multiple performance strategies.
Domain’s in house product and marketing teams worked closely,taking an agile and iterative approach to communication, quick to take advantage of opportunities as they arose.
The fully integrated approach to the channel mix was key to success, examples include:
•Brand impact: extensive, impactful outdoor campaign where creative used was specific to the market it was featured in to heighten relevance.
•Using offline to drive online: newspaper wraps for The SMH and The Age which contributed to record app download days.
•High profile TV sponsorship: The Block sponsorship averages 1 million viewers each show - driving a strong increase in direct traffic and usage.
•Leveraging social targeting capabilities: drive action and app download via social media.
•Testing and automation: implemented a test strategy to maximise upon the efficiency capabilities of performance channels to drive app downloads, through partnerships, search and retargeting resulting in reduction in cost per acquisition
•PR campaigns around new products: turned product content into newsworthy moments, securing coverage in print, online and broadcast media, which had a direct impact on driving app downloads.
Project Privacy
At Domain privacy is very important. We have adhered to new Privacy Act in regency from July 2014. We are transparent with our customers and have disclaimers in data collection points such as enquire forms and sign up pages.
We also are very diligent with app permissions and no personal contacts are sent to our servers. The data we do collect is used to give our customers personalised user experience and to promote the services.
In addition, links to our Terms and Conditions and Privacy Policy are easily accessible in Domain’s websites and apps.
Home & Living
Apps have forever changed how we live our lives. We're looking for those apps that help us live better, smarter, have fun and just get more out of life whether that be cooking, gardening, renovating, shopping, dating, hobbies or searching for your first home.
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