We set our sights on one goal: pushing the adoption rate of Home Partners of America's My Pathlight app from 58% to 90%. But we weren’t chasing just numbers; we wanted to truly connect with the residents and tap into their needs.
Transforming Resident App Experience
Diving into datasets spanning household-level demographics to app adoption, our weapon of choice was R. Beyond the numbers, we unearthed narratives that shaped our strategy. We identified key non-adoption barriers: from simple unawareness to the allure of web portals. By combining IMC methodologies with data visualization, we could delineate between app enthusiasts and the hesitant, providing actionable insights every step of the way.
Diving Into Data
Every resident is on a journey. Whether pre-move-in or gearing up for a move-out, we recognized distinct touch points in their engagement with the resident app. A tailored, journey-based communication plan emerged, segmenting residents from 'early adopters' to 'laggards'. Targeted app notifications and personalized emails ensured that the right message reached the right person, at the right moment.
A Bespoke Communication Strategy
Drawing inspiration from behavior-change paradigms, our team scrutinized every facet of the app's UI/UX. We didn't just suggest; we innovated. Swipeable cards jazzed up the user interface while features like a community tab and a badge system incentivized continued use. We envisioned an app that isn’t just functional but delightfully addictive for the residents.
Revitalizing the App Experience
Our reimagined app statement resonated not just with the users but clinched endorsement from Home Partners of America. As a testament to our collaborative approach, the client's feedback and our analytical prowess converged to yield results that went beyond the project's scope.