From Stress to Support: Transforming the Homeloans Experience at Immoscoop

Financing a home often causes stress and confusion for many buyers. Immoscoop recognized this challenge as a key opportunity. By leveraging its unique position, the company set out to bridge the gap between searching for a home and securing a homeloan. This vision led to the creation of the Journey Manager Homeloans role—a role focused on designing a seamless, user-friendly experience that connects home searches with financing solutions.

To support this vision, Immoscoop, one of Flanders’ leading real estate platforms, recently formed a Digital Commerce Team, with a clear goal: to elevate the platform’s impact through consumer-centered journey management.

With this, a new role was created: Journey Manager Homeloans, and it was entrusted to one of our consultants. Their mission? To create a research-driven journey that uncovers user pain points, reveals new opportunities, and transforms homebuying into a smooth, stress-free experience.

Our consultant stepped into the new Journey Manager Homeloans role, not just to improve a service, but to reimagine an experience. Here’s how the journey unfolded:

Listening First: Through a mix of desk research, surveys, and one-on-one interviews, we uncovered user frustrations as well as their needs.

Co-Creating Solutions: We didn’t design in a vacuum. By running interactive workshops, we identified opportunities and co-created solutions, such as new features and personalized activations.

Building a Roadmap: Quick wins mattered, but so did the long view. Together, we crafted a roadmap that not only improved the current experience but set a clear direction for 2025, all aimed at improving customer experience and meeting key KPIs.

Embedding Lasting Change: Beyond delivering outcomes, we introduced structured methods that made journey management part of Immoscoop’s daily rhythm—boosting internal knowledge sharing, aligning teams, and driving greater operational efficiency.

This wasn’t just about tools—it was about embedding a journey mindset into the company’s culture.

By focusing on the consumer, Immoscoop didn’t just improve the homebuying journey—it also built a scalable model for continued innovation. With journey management now embedded in its culture, the company is well-equipped to grow, engage users, and deliver ongoing value. This is just the beginning of a more seamless, consumer-first future.

As a result of these efforts:

• Immoscoop gained valuable insights into its users and their real needs.

• A research-based roadmap was created, aligning both consumer and business goals, and driving KPI success.

• The company adopted structured journey management, enabling smarter decisions and fostering innovation

• Internal processes became more streamlined, setting a solid foundation for future growth.

What began as a focused effort to improve one part of the homebuying journey evolved into a deeper, more structured approach to delivering value. Immoscoop has always cared about its users—but by embracing journey management, the company has taken this commitment further, embedding user-centered thinking into the core of its strategy. This shift has not only enhanced the homeloans experience but also built a foundation for continued growth and innovation across the platform.

Key Takeaways:

• A consumer-centered approach, rooted in design thinking, helps identify pain points and spark impactful innovation.

• Decisions guided by research don’t just improve user experiences—they drive stronger business outcomes.

• Structured journey management unites teams, enhancing efficiency and collaboration across the organization.

• Combining short-term wins with a clear long-term vision ensures lasting success.

How are you using journey management and design thinking to improve your customer experience?

Let’s connect and explore what’s possible—together!