Brand position is at its best when the customer needs inform it. Understanding the consumer journey and applying that learning to building a better product and messaging not only rings true but delivers is paramount when building a brand from the ground up.

Situation

We worked closely with a prominent creative agency and their client, a tech-enabled platform for home services. They asked us to develop a strategic positioning and messaging strategy for their on-demand services sub-brand. Our work focused on homeowners looking for home repair services. Who were they? How were they using on-demand services now? What opportunities were there to create an enhanced experience that could eclipse the competition?

We held video conversations with these often-frustrated homeowners to understand the winding journey they took to home repair, and to design paper prototypes for their ideal on-demand home repair app. We edited video, crafted journeys, and identified untapped opportunities.

Shift

Our work revealed a new mindstate that had not been fully understood before. It affected the decisions and brand perceptions of customers and changed how we all saw the problem. Importantly, it showed an exciting way forward for both brand messaging and called out specific changes to the app experience.

Solution

The agency reworked the messaging as a result. It worked so well that six months later the same clients approached us with a different problem. They couldn’t recruit enough pros to meet the needs of the new customer demand. We were back at it again, this time talking with the supplier side—independent service pros across the country. 

We built on the previous work and got to the heart of what drove these pros to the profession. We documented in video the emotional and financial highs and lows that came with it, and the role a service could play. This led us to a set of actions for our client to take to woo prospective pros.

A year after these two projects, our client relaunched the service to great success, garnering over half a million downloads in less than two months.

To learn more about this case study and our specialization in home services, get in touch below.