Yale Linus

Project Background

Product: The Linus® Smart Lock is an add-on module you put on your existing lock to make it “smart”. Launch on the Scandinavian market in 2021.

‍Brief: Research behavioral change, and prediction, regarding purchase attitudes in post-Covid-19, i.e. the new normal, in consumers concerning online or on-site buying.
Taking the above into consideration, how to best introduce Yale Linus to the Scandinavian market?

Role: In a team of six, my role was to oversee the research efforts and conceptualizing the desktop experience.

‍Time frame: two weeks. (2020)

‍Result: Consumer insights and a web-based concept for launching Yale Linus.

Website and mobile app audit. We took a look into the different potential touchpoints in a user’s journey. There are, for example, about eight different Yale apps and it is difficult to know which one, or ones, is to be used in conjunction with Linus.

Survey

From my survey, answered by 110 respondents, we could see that:

• Trusting in the safety of your door lock is paramount
• People trust the recommendation from their insurance company and SSF (Stöldskyddsföreningen) above anything else
• Almost all respondents would like to try out a product like the Yale Linus in real life before purchasing
• After safety, color and design are the most important factors before pulling the trigger

Interviews

We conducted seven interviews with consumers as well as three interviews with lock store and hardware store personnel.

“I did some research online, then I went to Bauhaus and asked some questions before making my purchase”

A quote from one of the interviewees, which summarizes a common purchase behavior.

Virtual sticky notes in preparation for user interviews.

From speaking with potential customers we learned that:

• People would like to speak to someone who can answer their questions and put their doubts to rest
• The look and feel of the device are crucial, and its style should match their door
• A door lock must meet insurance demands

Online vs Brick and Mortar Stores

From here we could map out customer journeys for both purchases made online as well as in physical stores. We saw a dip during the purchase phase and identified two major issues when conducting a purchase online:

• You don’t have anyone to inquire about your concerns
• It’s hard to get a sense of the look and feel of the product

We compiled a behavior group, identifying wants, needs and hinders.

These seemed to be the most pressing concerns:

Trust
Safety
Functionality
Aesthetics

Design Studios

We conducted two design studios, one for assurance regarding safety and compatibility, one for esthetics and function. For these, we focused on the most central of our design questions - How might we make our prospective customers assured and confident when thinking of buying an electronic lock?

One of the solutions we contemplated was having an avatar of sorts on a website, answering questions, or talking about the product to address the missing experience of an expert to talk to online. We scrapped the idea after testing though, since we concluded that would introduce a series of risks, like linguistic barriers, personality mismatch and limited AI.

The Idea

The solution we proposed was something that would try and fulfill the needs of the visitor.

• Experiencing Linus like it was in their hands
• Answering all the most common questions and concerns
• Checking the compatibility and design of Linus
• Putting everything in one place, helping with discoverability and ease of use

While others on the team wireframed a mobile experience that lets the user check compatibility with their door and lock as well as place and examine Linus using AR, I concentrated on designing a website for desktop.

Coming back to our insights, I put the order of contents on the page correlated with the value of the information:

• Doorsense & Autolock, i.e. unique security functions not found on many other locks
• Secure: SSF and insurance approved
• Family safety
• Fit & design
• Installation – how easy it is to do yourself or how to get help
• Buy & Try. We suggest introducing a trial period of x number of days with the possibility to return Linus, no questions asked
• App functions
• Accessories – optional, mandatory
• Doorman, i.e. Yale’s previous experience in smart locks
• Manufacturer guarantees
• Reviews & awards (Red dot design award for example)
• Specifications
• What’s in the box
• Other frequently asked questions