Generative design research to create a strategy and value proposition for an emerging model of home ownership
Value proposition design
Property developer Assemble Communities had developed the Assemble model—a transformative response to the very real challenge of home ownership in Australian cities.
However, prospective customers were struggling to understand the complex model and how it might help them to break into the home ownership market.
We ran a series of generative design sessions with potential homeowners to understand what about the Assemble model resonated and how to best communicate it. Through this, we created a proposition, messaging strategy, conversion funnel and prioritised roadmap of sales and communications activities. But more importantly we found the underlying human story that helped Assemble communicate their purpose and value.