Background

Minto is one of Canada’s foremost property development firms. Established in the early 1950’s, this privately held business boasts a number of major residential & commercial development projects in Toronto, Ottawa and Florida employing over 4,000 full-time staff.

Challenge

Minto approached us to gain a deeper understanding of their customers. They were looking for a firm to create Personas for their Urban Development group. The success of our first interaction with them has lead to a number of strategic initiatives for many of their operating groups and departments.

Project Components

Over the past two years, we have worked with Minto on various research and design projects, primarily focused around personas and their applications. We have conducted stakeholder interviews, in-depth customer interviews, workshops and training for Minto employees. We have also created documents and tools to help Minto share new knowledge throughout their organization.

Solution

By creating a lasting relationship with Minto, we are continuing to help define, deliver and execute an experience strategy for their organization. Our latest initiatives are focused on linking their hiring practices to their organizational goals, identifying opportunities for their “revenue property” division to better attract and retain customers, and developing and implementing on-the-ground initiatives that deliver a better customer experience online to drive higher traffic to the showroom.

Client Testimonial

“The Normative team helped us understand the value of design as a means for understanding how to engage and communicate with our target customers, create matching products based on their needs and deliver a differentiated customer experience. They customized a methodology for collecting customer data and uncovering customer insights providing invaluable and actionable information for all our functional teams like sales, marketing, decor and customer care. Beyond that, the Normative team took the time to understand Minto as an organization. They quickly adjusted to our culture, our vocabulary and understood our unique needs. They provided support and expertise that would have been difficult to secure ourselves. A year into our relationship Normative continues to provide valuable input that helps to differentiate Minto and move the brand forward.”

Peter Plekaitis, Minto