Optimising lead generation for the construction industry

for Glenigan www.matchmadeinglenigan.com/

  • In-depth customer lifecycle research
  • Optimisation of lead generation funnel
  • Fully responsive digital product

Glenigan are the UK’s leading provider of construction contract leads and industry analysis. As part of a larger programme of work we were tasked with reducing the time required to gather leads using the product.

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Glenigan are the UK’s leading provider of construction contract leads and industry analysis. As part of the larger product redevelopment, we were specifically tasked with exploring ways to reduce the time for subscribers to gather leads using the product.

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Researching the construction project timeline

In order to design for optimisation, we first needed to understand the construction project pipeline from pre-tender to sign-off. We used interviews with stakeholders and subject matter experts to expand our knowledge in this area, before spending time with Glenigan’s users to understand their workflow in more detail.

Our research led us to explore mechanisms for automatically notifying customers of relevant projects, moving the workload from the customer to the Glenigan product.

This research work uncovered the importance of timing in the industry, and the overhead spent tracking a project until it moves into a stage when it is relevant for a supplier. Depending on the service being supplied, this could be before, during, or after construction.

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Through our findings we were able to develop a customer journey map, and explore mechanisms for automatically notifying customers of relevant projects, moving the workload from the customer to the Glenigan product.

At Makemedia we move from idea to prototype as soon as possible. Having a working concept to share with stakeholders and customers can be the quickest way of validating product features.

Our research led us towards two concepts for tracking leads: following projects of interest and receiving alerts as they moved to a desirable stage, and automated alerts for projects matching the customer’s criteria which were reaching a relevant stage of development.

Prototyping the solution

At Makemedia we like to move from idea to prototype as soon as possible. Having a clickable, testable concept to share with stakeholders and customers can be the quickest way of validating design decisions. It’s also a powerful tool for communicating functionality to our development team, leaving less margin for error when interpreting interactions.

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This approach has been followed throughout our time with Glenigan, including prototypes of project tracking tools. These clickable designs allowed us to refine the subscriber journey from project discovery through to tracking and alert setup.

Shared remotely with the client, we could exchange feedback at speed and make changes quickly. This reduced the number of changes required during development phases, and provided a living specification for our development team to reference through the build.

Testing and refinement

Having refined our prototyped features, we took a working version of the Glenigan beta to a usability lab in London to test with real users. Observing customers using your product is a powerful way of spotting areas for improvement, generating valuable feedback to further refine the interface and customer journeys.

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We ran a full day of tests with existing Glenigan customers, asking them to complete a number of scenarios – some familiar, some new (such as the project tracking tools). The professional lab included an observation room where Glenigan’s product team could watch the sessions and note their own thoughts from the tests. At the end of the day these were collated into themes, with potential improvements discussed and prioritised.

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The session surfaced a number of improvements which would make their way into the launch product, including refinements to the project tracking tools. The redeveloped product would launch in January 2015 to a select number of subscribers, allowing for further feedback from a dedicated group of beta testers.

In the months following beta launch we have continued to deliver improvements to the Glenigan product as it was prepared for a full launch. Early metrics already show significant uptake in use of the lead tracking tools and an uplift in subscription renewals for those using the beta product.

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