User Experience document on how to present to client a POC - proof of concept tying into the user flow key marketing points emphasizing the project goal - in this case it is digital transformation from a legacy system.

1. User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect
Discovering User & Mapping User Journey
Appraiser POC - Digital Transformation
1

2. Discoveries
Appraiser Journey
Segmented by Client Definition, User
Definition, Persona and Scope for Digital
Transformation
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect2

3. Client Definition and Project Goal:
ServiceLink is the premier national mortgage services company that has been providing
loan transaction services to the mortgage industry for more than 47 years. ServiceLink
delivers home valuation, title and closing, and flood services to mortgage originators;
end-to-end subservicing to mortgage servicers; and default valuation, default and loss
mitigation title and closing, field services and liquidation solutions that support servicer
loss mitigation efforts and the foreclosure process.
The project goal is to upgrade property appraisal processes into digital experience.
ServiceLink’s vision is to disrupt the appraisal industry while moving to “Digital” business
model with platform-transaction based pricing and value added services.
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect3

4. User Experience Series 2016. Author: Sushmita Dutt
Who is an Appraiser: User Definition
According to The US Appraisal Foundation, an appraiser is one who develops and
reports an opinion of value on a specific type of property. Appraisers may opt to
specialize in various disciplines such as:
Real Property appraisal, which is the valuation of real estate. Real property appraisers
can choose specialties to practice within such as residential, commercial and
agricultural.
Federal law in US requires that appraisers who value real property for federally-
regulated financial institutions must be state licensed or certified. There are no federal
or state licensing requirements for personal property or business valuation appraisers.
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect4

5. Appraisers: User Persona
Source: Appraisal Institute Research Department
As of December 31, 2013, the number of active real estate appraisers in the U.S. stood at 81,050.The
number of appraisers decreased at an average rate of 3.0 percent per year over the past five years. A
broader analysis suggests the rate of decrease could rise sharply over the next 5 to 10 years due to
retirements, reduced numbers of new people entering the appraisal profession, economic factors, and
greater use of data analysis technologies.
Gender: 30% Female. 70% Male (In US)
Age: 25 - 66
Annual Income: $50,000-$99, 000(43%), $50,000 (27%), $200,000 (5%)
Ethnicity:
Native American: 1%
Asian: 1%
Black: 2%
Hispanic/Latino: 3%
White: 92%
Other: 4%
All are Certified Real Estate
Appraisers for properties within US
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect5

6. Appraisers: User Persona
Source: Appraisal Institute Research Department
Formal Education:
As of December 31, 2013, 18.2 percent of U.S. real estate appraisers held a license or certification in
one or more states outside their home state.
High school diploma: 2%
Some College 16%
Associate Degree: 7%
Bachelor's Degree: 58%
Master's Degree: 16%
Doctoral Degree: 1%
Technology Usage:
Mobile Phones (% Unknown)
Tablets (% Unknown)
Digital Camera (100%)
User Experience
Discoveries/ User Testing
and Survey needed
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect6

7. Paradigm Shift in User Experience: The Digital Space
User now has to run between his office and the visited property to complete appraisal processes. Using Mobile and Tablet will
allow “anytime anywhere” use of technology to complete appraisal processes even sitting in the car. This will significantly save
time and money for the appraiser. Some recommended digital technology features are:
● Property Appraisal Experience:
Multiple devices used to complete the process - Mobile and Tablet can be a game changer
● Replacing form-based Experience:
forms based process to Turbo Tax like experience will have user acceptance
● Notes vs. Voice Capture:
Written and typed notes are lengthy processes – Voice capture for text input will have user acceptance
● Wizard Assistance:
Persona driven Wizard Assistance for help on Mobile and Tablet will have user acceptance
● Digital Camera vs. Mobile:
Photographs taken in Digital Camera are huge in size, Mobile pictures will have user acceptance
● Mobile Application Driven Measurement:
Using Mobile Application, property measurements can replace the cumbersome manual process
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect7

8. Paradigm Shift in User Experience: The Digital Space
• Create a Digital Touch points with appraisers, enhance visibility, quality and efficiency
• Optimize Pre Inspection which consumes significant amount of time of Appraisers
• Facilitate Order Acceptance and Scheduling with:
•Complete calendar management
•Automated scheduling
•Quicker Acceptance
•Notifications
• Facilitate Pre Inspection with:
• Mobile Activity – Comp research: Public records, MLS, maps
•Auto validation of property
•Auto validation of property
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect8

9. Paradigm Shift in User Experience: The Digital Space
• Post Inspection
•Real time and Iterative quality reviews
•Guided/automated data capture
•Integrated with photos and voice notes/voice to text
•Built in checks to ensure accuracy and completeness
•Automated submission of final report
• Facilitate Onsite Inspection with:
•Guided/automated data capture
•Integrated with photos and voice notes/voice to text
•Built in checks to ensure accuracy and completeness
•Comp recommendations on Mobile
•Appraiser experience risk needs to be managed to drive adoption
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect9

10. Paradigm Shift in User Experience - Concerns:
Stakeholders are concerned that the experienced Appraisers belong to the "Old School" and
therefore resist change to technology which is an adoption challenge for the proposed digital
technology transformation. Some recommended User Experience solutions are:
● Motivations to be crafted into Digital Transformation and User Training
emphasizing advantages of technology usage vs disadvantages of the existing
practice
● User’s most valuable features will have to be included in the User Experience of
digital technology and comparisons will need to be demonstrated
● User Pain Points will have to be discovered and addressed in digital User Journey
● Old way vs New way – New comer to the business will train the experienced
appraisers into adoption of the digital technologies
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect10

11. Paradigm Shift in User Experience: Vision and Findings
ServiceLink’s Vision:
Disrupt the appraisal industry while moving to “Digital” business model with platform-transaction based
pricing and value added services
Current State Findings:
• Digital Flip – This initiative has the potential to transform Service Link into a Digital Business
• Strong competition but ServiceLink uniquely positioned - influence, size and scale
• Technology Platform is web centric, but has the core construct for Digital extensions (Mobile, APIs)
• User experience critical to success - needs enrichment through personas, journey maps, surveys and focus groups
Future State Recommendations:
• Base product needs to be better than what competition is offering, incrementally add forms and enhance usability
• Upgrade technology to Azure PaaS for digital capabilities, speed, scale and performance
• Adopt Lean start up methodology to develop iteratively while adapting quickly based on feedback
• Design user experience based on user personas, journeys and surveys/feedback
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect11

12. User Journey
Appraiser
Segmented by Use Case Scenarios
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect12

13. User Journey : Use case Scenario 1.0 – Order Management
AMC
ServiceLink
1.0 Bank Orders for Appraisal
1.0.1 LOE
1.0.2 Email
TOTAL
1.0.3 User views Order
1.0.4 Paid User
downloads xml
1.0.5 Both User Types select
value from drop-down for
accepting/rejecting order
Reject Order
1.0.6.1
Accept Order
Report Under Influence
1.0.6 Three types of users identified:
1.0.6.2
1.0.6.3
User Journeys to
Use Case Scenario
2.0 - Scheduling
Start
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect13

14. User Journey : Use case Scenario 2.0 – Order Scheduling
2.0.1 User calls the property
Owner introduces himself
and schedules visit
Possible Cloud interface for
voice communication
Data storage and retrieval
Digital Transformation
2.0.2 User and Owner
Communicate about the
Property Appraisal schedule
2.0.3 User reviews order
details, views prior reports
on property upgrades etc.
2.0.4 User selects
applicable form for
the property type
Possible transformation to
Pre-populated Dynamic form
Digital Transformation
2.0.5 User visits the
property for a survey of
all other properties in
the neighborhood for
comparison analysis
2.0.6 User visits the
property for exterior and
interior appraisals and
captures data required
for formal appraisal
Mobile pictures of low file
sizes saved in cloud storage
for retrieval and distribution
Digital Transformation
2.0.7 User Journeys
to Scenario 3.0 –
Data Capture
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect14

15. User Journey : Use case Scenario 3.0 – Data Capture
3.0.1 User visits the
property for Exterior
Evaluation
Possible Cloud interface for
mobile picture storage
Digital Transformation
3.0.3 User visits
interior of the
property for appraisal
and pictures
Mobile pictures and data
capture from voice
communication and floor
measurements are auto
calculated by mobile app.
Digital Transformation
3.0.4 User visits office to
create appraisal report
Forms are dynamic, have
pre-populated fields and
blank fields (TBD) with
“Guided Wizard” help
Digital Transformation
3.0.6 User Journeys
to Scenario 4.0 –
Data Submission
/Error Omission
3.0.2 Mobile pictures
are auto-saved in
User’s hard drive and
also in cloud and
retrieved from desktop
and tablet
3.0.5 User compares
data with neighborhood
properties, pricing etc.
for detailed data capture
Digital Transformation
Desk top vs. Tablet*
Desk top is fixed location,
tablet is anytime anywhere
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect15

16. 4.0.1 User submits
data to AMC
4.0.2 User corrects
Errors and
Re-submits data
Possible interface with Cloud
for data upload/ storage/
retrieval and distribution
Digital Transformation
User Journey : Use case Scenario 4.0 – Data Submit/EO
10 POC Rules applied for
Error/Omission
4.0.3 User receives
an “OK” for
submitted
appraisal
4.0.5 User receives
a new order and
moves on with
another appraisal
4.0.4 User is rated
for the appraisal
and user ranking is
listed
End
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect16

17. User’s Pain Points:
User Experience Series 2016. Author: Sushmita Dutt
Cumbersome Form Fill-out Multiple Errors and Omissions Painful lengthy Typing Questionable data manually
gathered from verbal
communication over
property site evaluation
Closing statement - Project Goal Recap:
Digital Flip – This initiative has the potential to transform ServiceLink into
Expanding Digital Business Market , the potential is huge in today’s
technology driven world.
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect17

18. Thank you
User Experience Series 2016. Author: Sushmita Dutt, User Experience Architect18
sushmitadutt@novel-ebiz.com