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Teams Researched

Options Program (Mike, Tammy, Oliver, Heather, Weston, Wesley)

Execs

(Dick, Marcie, Misha, Maria, Howard)

Planning

(Zach, Lucas, Lynn, Andrea)

Warranty

(Jackie, Shawna, Sabrina, Colette)

Homebuyers/ Homeowners (Grand, Rivercreek, Sound, Trails, Walk)

Financial Planning

(Michele)

Vendors & Bookkeepers

(crossroads pavers, Advanced Drywall, American Stairs, Jason carpet and tiles, Progressive Plastering, Kitchen art, Magnum, etc)

Architecture (David, Sandra)

Options Selections (Grand, Lotus Palm, Rivercreek. Trails, Walk)

Mailroom (Tom, Fred, Jenny)

Accounts Payable (Beth, Nancy, Melody, Melissa, Ben)

Marketing (Jill, Nick, Julie, Danny, Nick Katz, Cathy)

Construction (George, Kayne, Vickiana,Ted, Tom, Cindy, Gus, Bobbyy, Joe Stein, Henry, james)

Product Development (Jeremy, Andres)

Contracts

(Tom, Kevin, Ozzy, Samantha, Carmel)

(Emile, Feldman)

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Assumptions

Offline First (the field is notorious for slow and no wifi connection)	Mobile First (or at least responsive). Besides the corporate, sales, design center, and sometimes construction, we can’t control the device on which our systems will be viewed.	ADA compliant (accessible for older home buyers as well as less tech savvy subcontractors) colors, font sizes, interactions, guides, devices.	Incremental pricing markup percentages are based on price groups. When subs increase their pricing and that option jumps or falls into a different price group, home buyers can end up being charged more than their neighbor.
Homebuyers need guidance (did not do homework, have never built a custom home, don’t understand best material, have a budget, need visuals, need emotional validation and support on their selections)	Building applications using Blazor .Net technology and UX design system components	When homebuyers selects standard options, construction can build faster. When Options are selected, subs have to pause to plan how to build that option.	Homebuyers communicate through word of mouth and on social media about the sales, options selection, construction process, and warranty experiences they have.
There will be change orders due to product supply, office mistakes, or home buyer decision changes	Vendors will increase pricing, run out of supply, and staff at times. When options are limited subs will increase pricing on standards	There will be construction delays due to weather, material, man power, approvals from city, back office, home buyer	When adjusting pricing during the options selection process we will be mindful of how the warranty workflow will be impacted. Will home buyers not buying an option increase warranty requests for us down the road? Ex ac priced up, gutters being standard, etc.
We will be designing many more option program communities so systems need to be able to scale	Every project will initially require a deeper dive of UX research	Each project will require UX design prototype testing and functional prototype testing (depending on size and impact of application)	Any system we choose will safely transfer and store data encrypted. We also need multi step authentication and will need a way to control user permissions and file sharing/editing.

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SWOT Analysis

Incorrect Financial Profit/Loss Reporting

Word of mouth reducing buyer interest

Competitors gaining advantages in technology

THREATS

STRENGTHS

Luxury Custom Option Selections

Brand Influence (owning a GL Home)

Quality Built Structures

Warranty repairs

WEAKNESSES

Adapting to sudden changes in the field

Lack of accurate financial analytics

Unscalable/Inflexible internal Systems

Option visualization for Homebuyers

Faster Construction Production

Cutting-edge spatial user experiences

Marketing to a younger buyer market

OPPORTUNITIES

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Department Assessments

	Marketing & Sales	Planning	Construction & Warranty	Contracts	Options Program	IT (Applications, Service Desk, Business Systems)	Finance & AP	Prod. Dev. & Architecture
Motivations	Messaging Visualization Physical Spaces Sales Upselling Commission	Creating content of start packages Organization per vendor Keeping track of change requests	Repeatability Standardization Predictability Start packages and options addendums to begin work	Vendor relationships Negotiation for pricing Price tracking	Creating program in time for sales Accuracy of options included Pricing accuracy for options pricebook Maintenance of options program	Data Protection Visibility Control/Correction Authentication Training Accessibility	Pricing Analytics Profit/Loss Reports Vendor relationships Billing/Payment processes	Rendering Speed to market Bringing ideas to life Material for marketing
Concerns	Retention Customer complaints word of mouth Customers comparing prices	Receiving updates to start packages Updating files in shared folders Emailing vendors package changes	Standard vs. Option Upgrades Change Orders Man Power Vendors not having visibility of upcoming production schedule	Pricing changes from vendors Losing vendors due to billing issues Investigating vendor billing issues	Accurate pricing updates from contracts Accurate sales reporting on options as they are not tracked well Fast manual updates Management of sub.cost changes i.e variance	Safety Encryption File backups Usability Research Testing	Markup rules Vendor pricing increases Communication with vendors Variances	Approval from structural engineer Approval from city for drawings and plans Changes from field or execs
Roadblocks	Customer goes cold Customers demanding credits Bounce rate Technology limitations	Vendors working off outdated start packages Vendors missing emails containing start package updates	Supply Chain inventory Weather Approvals from state, back office, homebuyer	Not updating pricing in JDE system Good vendors ending contracts Difficulty finding vendors that can handle our volume	Manual entry Human error prone Guesswork until final decisions on community features	Resources Security training Offline, poor wifi in the field non tech-savvy users Users unable to describe their technical issues clearly	Options system analytics Vendor billing errors Poor visibility on pricing profit/loss reporting	Designing without all requirements Not knowing what options sold well enough to have a clear plan on what to offer

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Big Picture

Proposed Directions

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Options Building Block Projects

Shopping cart on Options Catalogs. Allows homebuyers doing homework to see their total and track budget to use in color selection appointments

Purchase Order system to track work completion, description, status, start packages, exhibits, billing, liens. (supply pro - out of the box)

3-D interactive model with guided user journey for homebuyers and design studio to use when selecting options.

Highest Implementation Effort

Most Business Value

Modular Options Program Creation System that has templates from which to build. Drag and drop, flexibility, tracking, reporting.

Digital interface for options cord (drag and drop options). Number typed not written. Ex. driveway extended exhibit shows new width, floor-zone shows wood/tile material/direction. Csa/exhibit clarity

Financial tracking system to view profits/loss, see what options are selling vs ones that aren’t. Able to adjust programs based on this data.

Contracts Pricing Increase and Adjustment report that runs multiple communities at once for more accurate comparisons per region

Variance tracking for billing that compares value of each item compared to what is billed. Tracking this before it’s over total budget.

Sales office text alert sent from project admin to sales rep to alert that home buyer is here

Start package design system where planners can use templates and fill in pricing and trade. File is easily updated, shared, and status tracked

Improved file sharing system like dropbox that load files faster. Improved file sharing process that alerts end user of updates.

System for vendors/AP to manage vouchers and lien release documents. Show payment status, due dates, missing files, back charges, alerts.

Production schedule for construction. Construction directors have a manual excel spreadsheet for material deliveries and completion of work.

Options Pricebook user friendly descriptions & images. Organized by room, grouped by trade easier to read (see digital catalog pricebook above)

AWA system that is web based or at least a way for vendors to upload their billing to a system similar to what we use for vouchers.

Requests for architectural plans & exhibit system tracks approval from city/engineer and any changes are alerted to construction & sales

Mailroom physical check packages should have the entire community and office name written out to reduce delivery delays or loss of checks

Training guide for creating start packages in planning. It can take 6-9 months to train a new hire and this limits scalability in this department.

Options color selection scheduling. Homebuyers sometimes don’t remember date and time of their meetings

Rossum should read handwriting on vouchers. Does well at reading typed text but can’t read most handwriting causing manual entry for AP

Primary Focus

Secondary Focus

Tertiary Focus

Minor Focus

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Big-Ticket Options Concept Proposal

Proposal for standardization for layouts of the most time-consuming (for design, options selection, and construction) and largest budget rooms.

Kitchen and master bath were chosen based on google analytics reports of Options Catalogs and observing color selections in person at various design centers. Any of these layouts could have upgraded flooring, cabinet, and countertop materials (i.e. two buyers could have the same kitchen layout but based on the material one could be worth $20k and another $100k.

Kitchen Packages

Da Vinci

Most high-hats, up to 3 junction boxes, hood, high end appliances, double sink, panelling on island, extended height cabinets

Michelangelo

Next level down of high-hats, up to 2 junction boxes, hood, high end appliances, flat wood on island

Medici

No oven hood, mid level lighting, up to two junction boxes, no paneling on island

Sibyl

Standard lighting, basic cabinets, basic appliances, no hood, no paneling on island

Master Bath Packages

Atlantis

Most lighting, ceiling high mirrors, extended height cabinets, most storage, rimless shower, upgraded fixtures, extended banjo

Aphrodite

Most lighting, ceiling high mirrors, extended height cabinets, most storage, bathtub with tile, regular banjo, vanity seating

Poseidon

Standard lighting, regular height mirror, regular cabinets, shower with standard doors and fixtures

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UX Team Members

Chelée Batchanoo�UX Manager/Research

Excellent at bringing people together. Researcher, business strategist, ux architect, designer, developer.

Guillermo Paez�UX Architect Lead

Think “Matrix”. Unnatural ability to consume, process, and visualize complex systems.

Ciranno Marcon�UX Design Lead

Professor UX. Unbiased, antifragile creative who could have been a defense attorney.

Matheus Riboli�UX Development Lead

Genius. Limitless techy with a thirst for knowledge coupled with deep humility and compassion.

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