Helping Novii turn data collection into a media moment to stand out in a changing market.
Overview and context
Novii, owned by realestate.com.au, ran a successful lead generation business in the real estate space, but the digital landscape was shifting. They needed to differentiate and capture attention in a market that was rapidly changing.
Our goal? Create a unique proposition that both engaged users and drove sales.
Framing the challenge
How do we create a new space for agents and advertisers to invest in?
Our solutions
Unique suburb profiles
Forget the usual real estate data. We told live, cultural stories. What’s the vibe in each neighborhood? What music will you hear at the local BBQ? These profiles went beyond the obvious, offering a fresh perspective that connected with users.
Discoverability
We built tools that were both fun and functional. A “vibe match” and “look-alike suburb finder” helped users discover neighbourhoods that fit their personality, turning curiosity into engagement.
Data collection as a moment
The big question: where does the data come from? We turned that into a feature. Inspired by the census, we made data collection part of the experience — a media moment that generated buzz while gathering insights.
Process breakdown
Unpacking the opportunity
In workshops, we identified Novii’s key advantages: an existing sales pipeline, domain expertise, and strong partnerships. But we also pinpointed challenges: finding sustainable data, keeping engagement fresh, and standing out in a crowded space.
Generating the hypothesis
Novii had an earned secret up their sleeves — career focused agents cared more about building personal brands than just generating leads. We hypothesised that offering users a way to better understand themselves by understanding their neighbourhood could create a pull that agents could capitalise on.
What we learned
Prototyping and testing confirmed it: curiosity worked. The data stories drew users in, but we needed to add practical information to boost credibility. Key information like mobile reception and internet speeds became essential to turning curiosity into conversion.
Our strategic recommendations
The early indicators were clear: desirability was high, but now Novii needed to test where it mattered — revenue. As part of realestate.com.au, we recommended leveraging their brand and reach. The plan? Launch the campaign as a first test in the market. It would not only validate the concept but also act as a sales hook to bring in agents and assess its revenue potential.
Team composition
Our team
- Experience design lead
- Visual designer
- UX designer
Novii’s team
- Founder / CEO
- CTO
- Head of Sales
- Head of Marketing
My contributions
- Developed the plan and led its execution
- Facilitated workshops and cross-functional collaboration
- Coordinated activities between teams
- Contributed concepts and provided design critique