The apartment industry is deploying technology like never before. But for multifamily solutions to truly create efficiencies, improve business performance and allow operators to provide best-in-class service for renters, those solutions must offer an intuitive, comfortable user experience.
Entrata’s efforts to create those experiences took a turn in the spotlight in the Designing a Better User Experience session at the 2022 Entrata Summit. The session featured members of Entrata’s UX team as well as client partners.
One of the points driven home was Entrata’s emphasis on user input to design and optimize its solutions for every user that interacts with the system, (an average of 481,000 users spend a total of 174,000 hours within Entrata’s system every day).
Sariah Bennett, Entrata Operations Manager at Redstone Residential, detailed her participation in the user group that provided feedback on the updated Quick Search feature before the launch of the beta product.
“There was a lot of give and take,” she said. “We told the Entrata team what we loved and what we hated.”
Bennett added that she “absolutely” felt that her feedback was incorporated. “When [the beta] was released, I was floored,” she said.
Jenn Webb, Redevelopment Sales Manager at AIR Communities, said several of her communities are beta testing the updated Guest Card, which is designed to reduce the interface navigation that leasing associates have to perform.
“Our teams are super happy,” she said. “It takes away extra clicks, extra work.”
Webb also described Entrata as being “true partners” during the beta test.
Eric Davis, Director of User Experience at Entrata, noted the critical need for the Guest Card feature to provide an easy experience. “Forty-two percent of leasing agents are in their first year,” he said. “It has to be dead simple.”
Jeff Nicholson, Senior Vice President of User Experience at Entrata, said the company constantly measures its customer satisfaction scores and always strives to improve them.
Panelists noted that one way for clients to help improve the user experience is to join the Entrata Insiders program. More than 300 participants are currently enrolled in the program. Members will be contacted once a quarter to participate in user research, usability testing and product validation. Participants also will be entered in gift-card drawings as a thank-you for their time and feedback.
In the end, a major goal of multifamily technology has to be a seamless, tailored end-to-end user experience for apartment associates, Nicholson said.
“We want to understand your users,” he added. “We want to understand their pain. Happy users equal happy residents. if your leasing agent is upset, that prospect is going to understand that, and we don’t want that.”