The Challenge

SIRVA, a leading corporate relocation services provider, sought to diversify their customer base by developing a direct-to-consumer full-service offering.

The service was designed to assist individuals with their real estate, mortgage, and moving needs by coordinating these efforts through a SIRVA Personal Relocation Planner.

Before launching this service, SIRVA needed to gain a deeper understanding of their individual users and the moving process as a whole.

The Process

Centralis interviewed stakeholders, listened in on customer calls, and analyzed key competitors to develop a deeper sense of SIRVA’s business goals, constraints, and drivers.

We also conducted in-depth retrospective user interviews with people who had recently moved. Using these data, we mapped out the moving process from initial neighborhood shopping to the final settling-in.

Then, we developed three personas to represent potential customers for this new service, each one reflecting a different attitude towards moving and therefore different service needs and wants. Both the journey map and the personas informed our feature recommendations for SIRVA’s new offering.

The Impact

Centralis’ research identified eight areas of opportunity to address consumer pain points in the moving process. These ranged from difficulty with preparing a house for market to coordinating the chaos of moving day.

Using these areas of opportunity as a springboard, Centralis partnered with a Leo Burnett design agency to recommend ten key innovations with the potential to enhance the value proposition of the SIRVA service.