readme

the work

my cv

readme

the work

my cv

Helping CRE Brokers communicate value

JLL

-

Commercial Real Estate / PropTech

Helping CRE Brokers communicate value

JLL

-

Commercial Real Estate / PropTech

Helping CRE Brokers communicate value

JLL

-

Commercial Real Estate / PropTech

Background

JLL is a global corporate real estate services company; helping customers buy, build, occupy and invest across a range of verticals including industrial, commercial, retail, and residential.

Across verticals, commercial real estate is JLL's most prominent. With a focus on helping customers assess, search, build-out, and negotiate their ideal workspace - JLL wanted to leverage it's extensive datasets and new technologies to help Broker teams better serve customers.

To aid in this, JLL Technology was created as a incubator within the firm and set out to tackle the broker tenet lifecycle.

Role

Design Lead

Category

New Product Design, 0-1

Timeline

~ 6 months

Background

JLL is a global corporate real estate services company; helping customers buy, build, occupy and invest across a range of verticals including industrial, commercial, retail, and residential.

Across verticals, commercial real estate is JLL's most prominent. With a focus on helping customers assess, search, build-out, and negotiate their ideal workspace - JLL wanted to leverage it's extensive datasets and new technologies to help Broker teams better serve customers.

To aid in this, JLL Technology was created as a incubator within the firm and set out to tackle the broker tenet lifecycle.

Role

Design Lead

Category

New Product Design, 0-1

Timeline

~ 6 months

Background

JLL is a global corporate real estate services company; helping customers buy, build, occupy and invest across a range of verticals including industrial, commercial, retail, and residential.

Across verticals, commercial real estate is JLL's most prominent. With a focus on helping customers assess, search, build-out, and negotiate their ideal workspace - JLL wanted to leverage it's extensive datasets and new technologies to help Broker teams better serve customers.

To aid in this, JLL Technology was created as a incubator within the firm and set out to tackle the broker tenet lifecycle.

Role

Design Lead

Category

New Product Design, 0-1

Timeline

~ 6 months

challenge

During the pre-sales process, JLL Brokers wanted to better communicate value to potential clients, stakeholders, and decision makers.

Why this mattered

Behaviors to support

Behaviors to support

Behaviors to support

  • help Brokers have more meaningful and impactful conversations with potential clients


  • help clients understand the implications (cost) behind their Office space requirements

Limiting factors

Limiting factors

Limiting factors

  • there's was standardized or automated way to collect client requirements

  • leases typically run 3-7 years, looking for office space requires future vision workmost clients weren't knowledge in this space

  • brokers struggled accessing geo-specific 

+ historic data

  • Brokers have multiple conversations

North star metric

North star metric

how might we

→

  1. identify client's desired business outcomes;

  2. and build the decision framework to rapid educated ( with JLL alignment to client needs, market insights, and 3p data);

  3. so that the client is empowered to confidently move forward with JLL.

  1. identify client's desired business outcomes;

  2. and build the decision framework to rapid educated ( with JLL alignment to client needs, market insights, and 3p data);

  3. so that the client is empowered to confidently move forward with JLL.

my impact

As Design Lead, I supported the development of the product's strategy, facilitated a design thinking workshop, led research / usability sessions, and led a small team of designers through the life cycle of the design process.

team + stakeholders

Our team included product management (1), data science (1), and product design (1).

Our primary stakeholders were in Product Marketing. To complete this work, we collaborated with Design Systems, Content Design, and Engineering teams.

Our Audience

JLL Brokers and early-stage clients

JLL Brokers and early-stage clients

For this to be successful, we had to consider the experience from the points of view of Brokers and their clients.

What matters to Brokers:

  • The transaction lifecycle in brokerage is universally recognized but involves tedious tasks, especially during the survey and RFP stages.

  • Personal relationships between clients and brokers are crucial for successful transactions.

  • Brokers experience repetitive work and are concerned about losing clients due to human errors or external factors.

  • There's a potential for integrating more cyclical processes and data utilization to improve future transactions.

  • Lack of clarity in clients' internal decision-making processes is a recurring issue.

  • Brokers feel the need to defend their decisions rigorously to clients, balancing managing expectations and educating them.


What matters to clients:

  • There's a strong need to ensure maximum value from brokerage services, as real estate is a major expense for companies.

  • Decisions within the organization must be data-driven and delivered in a digital format for better internal approval.

  • The contract negotiation phase is notably slow, though some firms have managed to accelerate this process.

  • Keeping up-to-date with the real estate market is challenging and not directly part of everyone’s job responsibilities.

  • Internal approval for real estate decisions is often difficult to obtain.

  • A personalized approach to choosing brokers can enhance relationships and business outcomes.

  • There's a noticeable gap between everyday digital tools used by employees and the platforms used by brokers.

For this to be successful, we had to consider the experience from the points of view of Brokers and their clients.

What matters to Brokers:

  • The transaction lifecycle in brokerage is universally recognized but involves tedious tasks, especially during the survey and RFP stages.

  • Personal relationships between clients and brokers are crucial for successful transactions.

  • Brokers experience repetitive work and are concerned about losing clients due to human errors or external factors.

  • There's a potential for integrating more cyclical processes and data utilization to improve future transactions.

  • Lack of clarity in clients' internal decision-making processes is a recurring issue.

  • Brokers feel the need to defend their decisions rigorously to clients, balancing managing expectations and educating them.


What matters to clients:

  • There's a strong need to ensure maximum value from brokerage services, as real estate is a major expense for companies.

  • Decisions within the organization must be data-driven and delivered in a digital format for better internal approval.

  • The contract negotiation phase is notably slow, though some firms have managed to accelerate this process.

  • Keeping up-to-date with the real estate market is challenging and not directly part of everyone’s job responsibilities.

  • Internal approval for real estate decisions is often difficult to obtain.

  • A personalized approach to choosing brokers can enhance relationships and business outcomes.

  • There's a noticeable gap between everyday digital tools used by employees and the platforms used by brokers.

“Communication is my biggest pain point. If I had that solved, I would be able to speak to the current situation internally.

The process takes too long, especially as more people get involved. I get stressed that we're not moving fast enough."

— JLL Broker —

source: Broker Inverviews

delivery

a summarization of the process, effort, and output

delivery

a summarization of the process, effort, and output

We created a shareable point of sales experience that integrates with existing JLL systems, accessing real time data and analytics, to help clients better understand the implications their lease needs.





By focusing on how space, place, people, and cost are all intertwined when looking for property, brokers can start to have a more impactful conversation with clients about what matters most.