Lemon was the name of a (they rebranded to FiaaFiaa) startup that wanted to change the rental housing market of The Netherlands, with a focus on the big cities.
There were well known problems on meta level with renting a house in Amsterdam. We conducted 14 interviews in with renters/house-seekers and house owners to dive in their pains and needs. We used Trello create an overview of all the results to search of insights and patterns.
When we got enough insights in the problems from the side of the house seekers, we organised a crazy eight brainstorm session to gather ideas. Afterwards we put together a few concepts to rapidly test those on the target group.
In the first concept we wanted to cut the broker out of the renting process between the renter and the owner. On the platform you could upload a copy of your identification and salary slips. We could then verify renters and provide trustworthy renters to trustworthy owners. We designed a few screens quickly with a generic style to be able to test the concept on the target group. We did so by giving them a scenario to click through the registration process and ask them to talk out loud.
The result? Even though the target group was desperate to find a house, they weren't willing to just give up their salary slips and identification to a platform they don't know. They would only do it if their friends recommended the platform to them for example.
After testing we had changed the concept to liking and needs of the users. This resulted in the screens below.