Lennar Scout.AI
Lennar Scout.AI
Scout.ai is an AI home consultant that chats with website visitors to match them with their dream home.
Scout.ai is an AI home consultant that chats with website visitors to match them with their dream home.
Team
PM, Data scientist
Design manager
1 Product designer (me)
My Role
My Role
MVP demo video, user experience, visual design, logo, mapping, research on LLMs and AI chat interface best practices.
MVP demo video, user experience, visual design, logo, mapping, research on LLMs and AI chat interface best practices.
Business Problem
Business Problem
How might we leverage Gen AI to generate more leads through Lennar's website?
How might we leverage Gen AI to generate more leads through Lennar's website?
Currently, prospective homebuyers on the Lennar website had to fill out a static form and wait to speak with a sales representative to clarify their needs. This process involved slow back-and-forth communication, delaying personalized recommendations and causing friction.
Currently, prospective homebuyers on the Lennar website had to fill out a static form and wait to speak with a sales representative to clarify their needs. This process involved slow back-and-forth communication, delaying personalized recommendations and causing friction.
Re-framed My Design Challenge
Re-framed My Design Challenge
How might we reimagine the online home search journey to feel more personalized to each family’s unique needs?
How might we reimagine the online home search journey to feel more personalized to each family’s unique needs?
How might we improve the text chat interface of current(2023) AI?
How might we improve the text chat interface of current(2023) AI?
Initial User Flow Review
Initial User Flow Review
Collaborated with the PM and Design lead to refine an initial user flow. From the feedback, I identified small moments that can be improved to provide tailored value to users.
Collaborated with the PM and Design lead to refine an initial user flow. From the feedback, I identified small moments that can be improved to provide tailored value to users.
Some Key Design Decisions
Some Key Design Decisions
Through research, I enhanced the AI chat interface with intuitive affordances and real-time guidance, while leveraging Lennar’s data to deliver and highlight contextual value to users.
Through research, I enhanced the AI chat interface with intuitive affordances and real-time guidance, while leveraging Lennar’s data to deliver and highlight contextual value to users.
Research Insight: Key user segments - families, investors, and real estate agents want to express their unique needs confidently and quickly.
To overcome a blank, daunting starting point, included tailored prompts to kickstart each user group's discovery.
Research Insight: Key user segments - families, investors, and real estate agents want to express their unique needs confidently and quickly.
To overcome a blank, daunting starting point, included tailored prompts to kickstart each user group's discovery.
Research Insight: When searching for a home, users often struggle to clearly articulate what they want.
Included contextual suggestions as users type, helping them explain their dream home better.
Research Insight: When searching for a home, users often struggle to clearly articulate what they want.
Included contextual suggestions as users type, helping them explain their dream home better.
Research Insight: Data revealed user drop-off on product pages. I further conducted user interview to understand the why - I learnt that users keep multiple open tabs to compare houses which causes them to delay the task of booking a tour.
Designed an integrated comparison chart of Lennar homes to reduce the risk of drop-off.
Research Insight: Data revealed user drop-off on product pages. I further conducted user interview to understand the why - I learnt that users keep multiple open tabs to compare houses which causes them to delay the task of booking a tour.
Designed an integrated comparison chart of Lennar homes to reduce the risk of drop-off.
Research Insight: Lennar home sales consultants convert leads by tailoring their pitch to specific customer requirements.
Proposed the AI to generate clear, personalized reasoning for each home recommendation, making suggestions more convincing and trustworthy for users.
Research Insight: Lennar home sales consultants convert leads by tailoring their pitch to specific customer requirements.
Proposed the AI to generate clear, personalized reasoning for each home recommendation, making suggestions more convincing and trustworthy for users.
Visual Identity - Challenge
Visual Identity - Challenge
My challenge was to craft a visual identity for Scout that felt modern while still aligning with Lennar’s established brand guidelines.
My challenge was to craft a visual identity for Scout that felt modern while still aligning with Lennar’s established brand guidelines.
Inspiration and Logo Design
Inspiration and Logo Design
I drew inspiration from the metaphor of a swallow—a bird that flies over familiar land—symbolizing trust and Lennar’s legacy.
I drew inspiration from the metaphor of a swallow—a bird that flies over familiar land—symbolizing trust and Lennar’s legacy.
Scalability
Scalability
I ensured that the logo communicates the idea of "search", but can be also scaled to other business functions in the future like scouting profitable land or monitoring construction.
I ensured that the logo communicates the idea of "search", but can be also scaled to other business functions in the future like scouting profitable land or monitoring construction.
Process
Process
I used existing brand fonts and colors, but changed the typesetting, hierarchy and layout to create a sleek, modern interface at par with other prominent AI tools (in 2023).
I used existing brand fonts and colors, but changed the typesetting, hierarchy and layout to create a sleek, modern interface at par with other prominent AI tools (in 2023).
Final Deliverable
Final Deliverable
I made a short demo video to pitch the MVP to the product leadership team. I used strong images and motion design to communicate the concept visually, even for those who have less familiarity with AI.
I made a short demo video to pitch the MVP to the product leadership team. I used strong images and motion design to communicate the concept visually, even for those who have less familiarity with AI.
