The peer-to-peer economy is expected to grow by 25% in 2015. Airbnb generates $632 million of economic activity each year in new york city alone.

HOW MIGHT WE USE TECHNOLOGY TO CREATE NEW CHANNELS FOR RETAILERS TO REACH CUSTOMERS WITHIN THE GROWING PEER-TO-PEER ECONOMY?

Introducing Markit

A New Way to Shop

Markit Touchpoints

Research

The inquiry phase of this project was spent understanding the motivations of users within peer-2-peer services such a AirBnB to determine opportunities for service innovation. The needs of users were visualized using stakeholder maps and research was conducted to determine the feasibility of the service.

Stakeholder Mapping

A stakeholder map was created to better understand the context of the service and the needs of the primary stakeholders. The motivations and challenges of each stakeholder group was considered to identify opportunities for the new service. Specifically, the motivations and challenges facing homeowner/proprietors and renter/buyers were essential for constructing service journey maps.

Customer Journey Mapping

To better understand what touch points would be needed to support a peer-to-peer retail service, journey maps were constructed for both homeowners and renters. Maps for both user types were essential in identifying essential touchpoints for the service.

The Renter's Journey

The renter's journey was mapped identifying key needs and design criteria for touchpoints within the service.

The Homeowner's Journey

The homeowner's journey is characterized by the same economic motivations that drive participation in the peer-to-peer service (i.e. AirBnB).

Touchpoint Design Criteria

Prototyping the service and the buyer/seller journeys helped identify the need for specific touchpoints within the service. These touchpoints would be developed for two different user groups:

Homeowner/proprietor needs

support materials: quick-start guide, account management tips
easy account management: showroom room set-up, product library
flexible/easy credit redemption process

Renter/Buyer needs

awareness/marketing materials: advertising, brand touchpoints
intuitive/engaging product discovery
convenient/enjoyable ordering & delivery process

Branding Across Touchpoints

In order to create a cohesive brand experience, a brand mark was designed to be scalable across various touchpoints both digital and physical. A blueprint of the service was created to help further identify design criteria for each touchpoint.

Prototyping

The service was rapidly prototyped using modified journey maps, sticky notes, and persona journeys. Low fidelity modeling and body storming helped identify important touchpoints and features within the service.

Wireframing

Because the primary functions of the service require user interaction with a mobile application, the information hierarchy was crafted to fit the specific needs of each user group. To ensure the success of the service, key processes with each of the user journeys were designed to be as simple, engaging, and enjoyable.

Homeowner/seller needs

quick/easy account setup
simple management of "showroom" inventory
convenient credit redemption

Renter/buyer needs

quick/easy account setup
intuitive product discovery process
flexible purchase process