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Wilcon Homes (now owned by Taylor Woodrow)
Design strategy research
Wilcon had developed a portfolio of over 3,000 house designs in the lifetime of the company. They knew that they had to rationalise this, but had no means of doing so. We designed a qualitative research process for them, and then ran a pilot study. The study engaged customers in a dialogue about how they live now, and how they imagine they would like that to change.
This dialogue has unlocked a deep understanding of both the practical side of the way people live and the types of emotional bonds that they form with their homes. It has enabled us to provide Wilcon with a clear view of the values that hold meaning for people, and the ideas that they will pay for.
Wilcon’s in-house design team now has strong selection criteria for streamlining its portfolio. |
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The "extended horizons" concept created for Wilcon Homes |
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Stimulus material was used to uncover consumer aspirations |
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