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Designer Experience : Pre-booking stage

Survey Insights

11 May 2022

Vinay Kumar

Product Design

Masroor Mattu

Product Design

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Introduction

Survey Criteria

Newsworthy takeaways

Detailed Insights

Action Items and Recommendations

Conclusion

In this session

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This document includes the insights from the survey we conducted to understand the designer journey and usage of Canvas in India, Singapore and Malaysia during pre-booking stage.

Introduction

Understand designer's process during pre-booking stage
Understand the usage and adoption of Canvas by designers
Capture user participation for future research and surveys

Survey Goals

Create action items and recommendations from the generated insights
Conduct detailed user research for certain areas that require further knowledge
Create User Journeys for different user personas identified from the survey results

Post Survey

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Countries: India, Singapore and Malaysia

Target Users: Interior Designers at Livspace

We collected 192 responses over a total period of 1 week

Survey Criteria

Minimum response benchmark is 10% (in India), to conclude survey insights

Country	Responses	Channels used to send surveys
IN	127 responses (approx 18% of total IN designers)	Email, Intercom
SG	46 responses (approx 29% of total SG designers)	Whatsapp group, Email
MY	19 responses (approx 70% of total MY designers)	Whatsapp group, Email

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Surprises!

Many designers do not create 3d designs in pre-booking stage (approx 50%)
Designers want to use Canvas mobile app with improved features
Few designers use Canvas proposal tool
Survey response rate via Intercom is much higher than response rate via emails (in India)

We were wrong about…

Designers are active on Canvas mobile app but don’t use it very often (needs further validation via data)
Not every designer knows about Canvas and uses it (in Malaysia)

We were right about…

Designers use Canvas every working day (in India)
Performance and stability is one of the main areas of improvement towards making Canvas more useful
Designers want improvements in project updates and notifications
Customers are interested in looking at similar (to their requirements) projects completed by Livspace and designer

Our most newsworthy takeaways

Before we dive into the detailed insights, I will quickly highlight some major takeaways

We assumed the designers are active on Canvas mobile app but don't use it very often, this is something which have to validate
Malaysia being a fresh market for us where the team of interior designers is growing, we assumed that not every designer would be knowing about Canvas and using it

Coming to the things that we were right about

In India, designers use Canvas every working day
Performance and stability of our Canvas platform is one of the main areas of improvement towards making it more useful
Designers want improvements in project updates and notifications
Customers are interested in looking projects completed by Livspace and designer or designer portfolio which are similar to their project requirements

Lastly, Coming to new findings

About 50% of the designers are not creating 3d designs in pre-booking stage. This is something that we need to further validate.
Designers want to use Canvas mobile app with improved features
Surprisingly, few designers use Canvas proposal tool
In India, the Survey response rate via Intercom was much higher than response rate via emails. I will talk about this later in detail at the end.

Now, let's go into the detailed insights of this survey. I have not added every insight.

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Surprises!

Designers want to use Canvas mobile app with improved features
Many designers do not create 3d designs in pre-booking stage
Few designers use Canvas proposal tool
Survey response rate via Intercom is much higher than response rate via emails.

We were wrong about…

Designers are not very active on Canvas mobile app (not concluded yet)

We were right about…

Designers use Canvas every working day
Canvas performance/stability improvement is one of the main areas of improvement towards making Canvas more useful
Customers are interested in looking at similar (to their requirements) projects completed by Livspace

Our most newsworthy takeaways (India)

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Surprises!

Designers want to use Canvas mobile app with improved features
Many designers do not create 3d designs in pre-booking stage

We were wrong about…

Designers are not active on Canvas mobile app (not concluded yet)

We were right about…

Canvas performance/stability improvement is one of the main areas of improvement towards making Canvas more useful
Customers are interested in looking at similar (to their requirements) projects completed by the designer and Livspace

Our most newsworthy takeaways (Singapore)

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Surprises!

Designers want to use Canvas mobile app with improved features
Many designers do not create 3d designs in pre-booking stage

We were wrong about…

Designers are not active on Canvas mobile app (not concluded yet)
Not every designer knows about Canvas and uses it

We were right about…

Canvas performance/stability improvement is one of the main areas of improvement towards making Canvas more useful
Customers are interested in looking at similar (to their requirements) projects completed by the designer and Livspace

Our most newsworthy takeaways (Malaysia)

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Usage and Adoption

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India

Singapore

Malaysia

How long have you been working with Livspace?

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🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

How often do you use Canvas?

Insights

Adoption of Canvas in India is very high. Designers use Canvas every working day.

The adoption of Canvas for every working day usage in Singapore is 70%, followed by Malaysia at 41%

Probable reasons

For difference in frequency of usage:

Malaysia : Major canvas features that are essential to daily designer activities are yet to be launched (Quote creation, PTL)

Singapore : Adoption of Quote creation tool and PTL

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What do you use Canvas for?

🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

Insights

Canvas is mostly used for tracking projects

Almost all mentioned features are used by designers in India

Canvas usage in SG and MY is limited to looking at project details i.e. Design Brief and managing payments

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🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

Do you find Canvas useful?

Insights

Product acceptance and satisfaction is high in India

Probable reasons

Designers in regions with more feature launches and higher adoption/usage have higher product satisfaction, meaning productivity might increase post adoption barrier.

Designers in SG and MY are more upfront in expressing their dissatisfaction

Could be also because of differences in way of working or differences in SOPs and processes.

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Overcoming Existing Biases:

New Employees/DP’s - worked in a traditional ID firm, in an unplatformised way (eg: excel)

“Tech is difficult and confusing”
“Too many processes and SOP’s”

Discontented Users - bad past experience with the platform

“The platform is going to fail again”
“It's faster to do things offline”
“I can’t be bothered to try”

New Employees/DP’s

Discontented Users

Platform Workflow

Friction and Barriers:

Sales Pressure: “I’m already submerged with trying to hit sales target, I don't have time to learn this new tool”
Platform Stability: “The platform is so laggy, I’m going to waste more time than I gain back”
Information Overload: “There are so many instructions, SOP’s, things being launched”
Platform Support: “I don't know where to seek help if I face an issue learning/using the tool”

Evaluation

First-mover disadvantage: “No one else is using it, i’ll wait for everyone to start first”
Value Delivery: “Does this help me or add more work for me?”
Learning Cost: “Is this worth my time to learn?”
Trust in Platform: “Is this product really as helpful as what i’m being told?”
Superiors and Peer-ception: “Are my peers and boss advocate or detractors?”

Evaluation

Anxiety & Confusion

SEA User Adoption Chasm

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What can be done to make Canvas more useful?

🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

Insights

As expected, performance of Canvas (stability and speed) remains as one of the main areas of improvement

Designers want improvements in Canvas mobile app

Improvements in project updates & notifications

Designers in SG MY find canvas complex and would prefer simplification.

Improve help and support

Solution Space

Designers want to use the mobile app and it's a good opportunity to identify and improve some on-the-go features which can improve designer productivity.

Evaluate how current project updates & notifications function, and bring improvements.

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What can be done to make Canvas more useful?

Separate callouts by designers (IN)

“have the option to copy the room (including models and services) within a project”

“There must be proper updates on the product and also a pre set time if canvas is down . Suddenly if the 3d tool stops working without prior notice, order raising and meetings become difficult.”

“Need better options for loose furniture & decor for better understanding of CX”

“Include block furniture(bar stools/high chairs) and appliances (washing machines, dishwashers) in kitchen design too as sometimes the kitchen has utility space and breakfast counters”

“Please provide an Auto Global settings for End panels and custom panels too for time consumption”

“enable exporting 2Ds/ 3Ds created on Canvas to other drafting/ rendering softwares like AutoCAD etc. or add real image rendering plugins. User interface must also be simplified.”

“After making a module on canvas boq - when we try to change probably just the core material - everything else gets deleted and we have to manually add the details again- so much of time is wasted.please make the features in such a way that once we make a selection , it stays until we make the changes. if i make a change to shutter 1- core material- then i have to reselect laminate finish, which color and even handle all over again. If canvas can make better 3d , it would be great. the colors are not reflective of actual colors. some colors are not even similar upto 50 percent even. “

“Add Custom KWS feature on Canvas itself”

New quote launch in India

3D Tool Pro : Parametric designs

Since, this was an open ended question, there were separate callouts by designers in India

I have highlighted a few of them here

One designer mentioned if they can “have the option to copy the room (including models and services) within a project” - this should get resolved once we launch the new quote in India since it has the feature to copy and move rooms and items.
Another designer mentioned that “There must be proper updates on the product and also a pre set time if canvas is down. “
Another interesting point was the option to export 2Ds/ 3Ds created on canvas which can then be used on other tools/softwares. For eg. AutoCAD for drafting or may be some other 3D tool where they can edit it further. This is along the lines of our idea of ‘interoperability’. Another point from the designer was if they can use some external plugins, for example I can create a 3D design on Canvas and may be render it using a V-ray plugin.
Rest of the callouts were mostly regarding 3D tools where users have requested for more block furniture for better 3d designs and presentations. Then an option for global settings for end and custom panels.
There was a request for adding custom KWS, which I guess we will be providing as part of parametric designs in 3D Tool Pro

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Customer Interaction

Quote and Proposal

Design Process

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What information do you gather from customers during Briefing Call?

🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

Insights

As expected, project scope, property details, budget are the primary details which are captured by designers

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🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

How do you capture this information (briefing call)?

Insights

Most designers capture briefing call notes on paper

Solution Space

Capturing notes/details directly in ‘design brief’ or any other note taking feature should be as simple as taking notes on paper. This is not a problem to be solved or feature to be built immediately on priority.

We can study and analyse other note taking tools in detail to understand more about this area because any solution that we offer will be a huge behavioural change, and needs to be solved carefully.

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What details do customers ask for during Briefing Call?

🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

Insights

Cost and timeline are top two details which customers look for (need to re-validate directly from customers).

Designer portfolio and similar projects completed by Livspace is also something which customers are interested in.

Solution Space

Offering designer portfolio and completed projects by Livspace to customers is something that can bring trust and confidence.

Create a solution by which customers will be able to see completed projects based on their scope, budget, taste, project type or even showcase projects fulfilled in their city. Success stories from such projects can help in gaining confidence.

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How many projects on an average do you handle at a time?

🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

Insights

On an average designers work on 3-5 projects at a time.

We should design features keeping this insight in mind

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🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

How many days on an average does it take to create proposal and quotation for a customer?

Insights

TAT for proposal and quote creation is low in India, at 1-2 days

Probable reasons

For difference in TAT:

Designers in regions with more feature launches and higher adoption/usage require less time, meaning productivity might increase post adoption barrier.

Could be also because of differences in way of working or differences in SOPs and processes.

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Insights

Some designers in India are using Canvas proposal tool. We can conduct detailed user research sessions with those designers for detailed feedback for any improvements or even for deprecation.

We can do a study on Google slides and MS powerpoint tools to improve proposal tool.

Which tool do you use to create presentation?

Top used

India and Malaysia

Singapore

Presentation Tool

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Insights

Some designers in India are using Canvas proposal tool. We can conduct detailed user research sessions with those designers for detailed feedback for any improvements or even for deprecation.

We can do a study on Google slides and MS powerpoint tools to improve proposal tool.

Which tool do you use to create presentation?

🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

Top used

India and Malaysia

Singapore

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Which tool do you use to create quotation?

Top used

India

Singapore

Malaysia

Solution Space

Usage of Canvas BOQ tool might increase with

Adoption campaigns in SG�Launch of bulk SKUs uploader �BoQ tool launch in MY

Quotation Tool

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Which tool do you use to create quotation?

🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

Top used

India

Singapore

Malaysia

Solution Space

Usage of Canvas BOQ tool might increase with

Adoption campaigns in SG�Launch of bulk SKUs uploader �BoQ tool launch in MY

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🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

How many iterations do you make for customer during pre-booking stage?

Insights

Designers usually make 2-3 iterations

We should design features keeping this insight in mind

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What do customers expect in proposal and quotation?

🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

Insights

Top expectations of customers (need to re-validate directly from customers) :�1. Detailed list of items and prices�2. Design theme, style, color palette�3. Reference images

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Which tools do you use to create 3D designs and renders?

🇮🇳India

🇲🇾Malaysia

Insights:

Many designers (about 50%) do not create 3d designs in pre-booking stage
3D team/agency creates the designs for them (about 30%)

🇸🇬Singapore

Insights

Many designers (about 50%) do not create 3d designs in pre-booking stage

3D team/agency creates the designs for them (about 30%)

Solution Space

Understand reasons for not creating 3d designs

Relook at Store Central tool to improve collaboration between interior designers and 3D team (DAs and 3d studio/agency)

Top used

India

IN, SG, MY

IN,SG and MY�(for rendering)

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How do you collect booking payment from customer?

🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

Insights:

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Would you be willing to participate for similar researches?

IN : 104

SG : 23

MY : 8

🇮🇳India

🇸🇬Singapore

🇲🇾Malaysia

No. of interested users

User Participation for future surveys

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Action Items and Recommendations

Canvas Mobile App

Evaluate and improve existing features

Identify and ideate some on-the-go features for mobile app which can improve designer productivity and engagement.

Improve Project Updates

Keeping designers informed about all key updates about their projects can play a major role in improving their engagement, and also improve the usage and adoption of Canvas. Some major areas to look into are:

Desktop web notifications (within web app and browser)
Email notifications
Mobile App notifications

This can be extended for updates regarding any maintenance downtimes

Now lets have a look at some of the action items and recommendations from these insights

First is the Canvas mobile app. We will be evaluating and improving existing features

Then we will also identify and ideate some on-the-go features for mobile app which can improve designer productivity and engagement.

Next is improvement in Project Updates

Keeping designers informed about all key updates about their projects can play a major role in improving their engagement, and also improve the usage and adoption of Canvas.

Some key areas to look into for this are:

Desktop web notifications. This is both within Canvas desktop web and browser notifications
Next is Email notifications
And lastly Mobile App notifications

This can be further extended for updates regarding any maintenance downtimes

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Action Items and Recommendations

Intercom Surveys

From product nurture campaigns to onboarding experiences and user feedbacks, surveys can help us capture and act on valuable user insights. With powerful targeting and user segmentation we can capture user feedbacks from specific set of users, pages or events. We can build workflows and solutions based on those insights, triggering outreach on advocacy opportunities.

Note : User bifurcation based on roles to be corrected on bouncer/community

Next we have Intercom Surveys

Surveys can help us capture and act on valuable user insights - ranging from product nurture campaigns to onboarding experiences and user feedbacks.

With powerful targeting and user segmentation we can capture user feedbacks from specific set of users, city, pages or even specific events. Then we can build workflows and solutions based on those insights, thus triggering outreach on advocacy opportunities.

For example, we want to capture the feedback from user when they have created their first Quote. Pushing the survey to those specific users in the correct context and time can provide very valuable insights.

For this survey, in India, we sent out the survey via emails. Later we also sent it via Intercom and response rate there was much higher.

One issue that we found was we had activated it only for IDs but we started getting responses from LPs as well.

This is something where we need to fix the roles on bouncer or community before we can fully utilize these features.

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Action Items and Recommendations

Increase adoption

“I see value to me from using this new feature”

“I’m incentivised to use this new feature”

“I’m penalised for not using this new feature”

Motivation to use a product:

Levers and Cost:

Grooming Intrinsic Motivation:

Actual usefulness of feature

Iterative product improvement
Finding opportunities to platformise

Behavioural change campaigns

Highlighting value-add via comms medium
Trainings and guidance

Product advocate<>follower behaviour
Ecosystem

Entrenching value-adding features closely with one another, to accumulate overall perceived value of adoption.

Customer promise

Making the platformised experience part of the customer promise

Sparking Extrinsic Motivation:

Incentivise:

Financial Motivation:

Competitions/Lucky-draws
Reward for behaviour

Social Motivation

Leadership Praise
Public Recognition

Punitive:

Hard Mandates:

Follow or Fire

Soft Mandates:

Public behavioural tracking dashboards
Financial/Punitive disincentivization
Social disincentivization

Effort:

Constant user research and product improvements
Constant drumbeat on behavioural change campaigns
Ensuring that platform features add value to one another, and entrench ecosystem
Investment in product advocates (BM’s/Designers/Customers)

Cost:

Financial Cost
Tech/Livspace NPS
Employee Attrition Rate
Diminishing rate of return for punitive/incentivisation measures
Human effort to enforce/reward desired behaviour by leadership

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Action Items and Recommendations

Platform Performance (Speed and stability)

Quotation Stability and Reliability enhancement

User Painpoint’s

Current interface response time averages around 2-3 seconds~ per action
Current front end is intermittently unstable/buggy
Intermittent stability, causing tool unavailability/functional disruption

Root Cause - Analysis

Current tech architecture is built on deprecated FE code base (Angular JS)
Current implementation of quotation service have multiple dependencies, leading to delayed overall* functional API response logged time (during runtime)

Solution

FE codebase overhaul, through Vue Migration
Backend SRP re-implementation, through 1:1 integration with CAAS

Expected Improvements

Reduced interface response time to ~0.75 seconds
Ensure overall functional uptime of 99.9% (Functional uptime refers to concurrent uptime of all core/essential services - pertinent to quotations tool)

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Colin Humphreys

“Continuous delivery without continuous feedback is very, very dangerous”

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Thank You

🙏

Special thanks to Snehal, Riya, Kritika and Wayne

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Detailed survey data :

SEA : Product Market Fit

Appendix

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Discussions, QnA

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