There’s No Place Like Homes

Challenge

In a modern world where more and more services are digitalized and personalized, the prevalent market of apartment hunting has been left behind: exhausting, bureaucratic, inaccessible and uncomputerized. That is exactly the reality that the HOMEZ startup has set out to change – adapting the medium- to long-term apartment rental world to the changing needs of Gen Y that are looking for values like fairness, transparency, urgency and simplicity in addition to precise design and connection to locality.
Solution

Our positioning for HOMEZ is attuned to the modern-digital world where many services are transitioning from an ownership model to a rental model. After defining the positioning – Homez as a service, we turned the brand’s name into its creative concept. The concept was built using familiar “home” idioms, combined with a twist that achieved 3 goals: creating disruption, implementing the brand’s name and expressing the brand’s spirit as connected to a new world of choices and personalization opportunities.

The User Experience

The complexity of the product, which combines two different experiences – physical and digital, led us to develop a series of workshops titled User Experience. During the workshops we came up with the value proposition together, as well as the set of values and the unique brand experience which resides in two worlds: the physical habitat in the actual home, and the digital experience of choosing the right home and customizing it to the user’s needs. Among other things, we captured the dozens of touchpoints that create the holistic user experience. From the order stage, through customization of every element in the home and its surroundings to the user’s needs all the way to moving in and the daily experience the home conjures up.

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