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Ruth Guthoff- Recknagel
Chief Product Officer
Why improving
customer experience is
not a one night stand
Our Mission:To connect homeowners with
quality local tradespeople
Who are we?
#1
online marketplace in
the UK for homeowners
to find tradesmen
Matching homeowners
with tradespersons for
ho...
Sign-up, landing
page, logged in
experience, etc.
Web and mobile
Different features
Quick, 3rd party code
New logged-in ex...
The Rebuild
SCRUM & UX
Product Backlog
What is happening and why
Product Increments
& Iterations
What is happening and why
Remote
Usability
Tests
User
Testing
Feedback
Surveys
Google
Analytics
Optimizely
ClickTale
Use Case 1: Homepage
Home page picture is too dominant
To tackle:
Background picture
"Human" figure
No engagement with ‘How it Works’
Too many ...
No interaction with “How it works”
Low engagement below the fold
Average scroll
reach is
Attention Heatmap Scroll Reach Heatmap
Fold height
Scroll reach aver...
A/B Test Using the Optimizely &
ClickTale Integration
A
B
C
A/B Test - ClickTale Analysis
Both variations showed better page engagement
Variation C showed the best job conversion
Conclusion
increase in
conversion
Use Case 2:Tradesman Logged
in Experience
Improving the user experience
Average customer has
150 items to browse
Heatmaps reveal
diminishing attention
below-the-fold, with
dramatic drop-off
afte...
Sorting and filtering
options added based on
basic job lead attributes
"Quick buy" button
added
to main lead list
Tradesme...
Constantly improving the experience
Refine and iterate with:
remote user testing, end-user usability sessions, surveys and...
Original filters and content are overwhelming and distracting
Which filters are most popular
Above-the-fold engagement is ...
Keeping up to
speed with user
needs is critical
1 2 3
Use SCRUM + UX
to constantly
improve experience
Improving user
exper...
Q&A
Ruth Guthoff- Recknagel
Chief Product Officer
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Rated people why improving customer experience is not a one night stand

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Rated People - Presentation

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Rated people why improving customer experience is not a one night stand

  1. 1. Ruth Guthoff- Recknagel Chief Product Officer Why improving customer experience is not a one night stand
  2. 2. Our Mission:To connect homeowners with quality local tradespeople
  3. 3. Who are we? #1 online marketplace in the UK for homeowners to find tradesmen Matching homeowners with tradespersons for home improvement and maintenance jobs have been posted on Rated People by ~2.1m individual UK households 4 million ~50k skilled Our trade network includes tradespeople covering 30 major trade types of the largest consumer home improvement brands in the UK One 10 years
  4. 4. Sign-up, landing page, logged in experience, etc. Web and mobile Different features Quick, 3rd party code New logged-in experience New Sign-up and landing page Responsive Same features Code written in-house Adding on demand service Incrementing and iterating on new products and services Continuously improving customer experience and conversion rate Our product journey Growth Pains The Rebuild Mature Products: Rewrite combining agile + UX: New World Stay Agile:
  5. 5. The Rebuild SCRUM & UX Product Backlog What is happening and why Product Increments & Iterations
  6. 6. What is happening and why Remote Usability Tests User Testing Feedback Surveys Google Analytics Optimizely ClickTale
  7. 7. Use Case 1: Homepage
  8. 8. Home page picture is too dominant To tackle: Background picture "Human" figure No engagement with ‘How it Works’ Too many dynamic numbers
  9. 9. No interaction with “How it works”
  10. 10. Low engagement below the fold Average scroll reach is Attention Heatmap Scroll Reach Heatmap Fold height Scroll reach average sec 18 sec 18 sec 15 sec 9 sec 9 sec 9 sec 10 32% 18% 15% 6% 5% 75% 100% 31%
  11. 11. A/B Test Using the Optimizely & ClickTale Integration A B C
  12. 12. A/B Test - ClickTale Analysis Both variations showed better page engagement Variation C showed the best job conversion
  13. 13. Conclusion increase in conversion
  14. 14. Use Case 2:Tradesman Logged in Experience
  15. 15. Improving the user experience
  16. 16. Average customer has 150 items to browse Heatmaps reveal diminishing attention below-the-fold, with dramatic drop-off after first 5 items Long list gets no love Reverse-chronological order
  17. 17. Sorting and filtering options added based on basic job lead attributes "Quick buy" button added to main lead list Tradesmen Logged in Experience Iterating
  18. 18. Constantly improving the experience Refine and iterate with: remote user testing, end-user usability sessions, surveys and ClickTale data 1 2 3
  19. 19. Original filters and content are overwhelming and distracting Which filters are most popular Above-the-fold engagement is now with more relevant items Constantly improving the experience
  20. 20. Keeping up to speed with user needs is critical 1 2 3 Use SCRUM + UX to constantly improve experience Improving user experience is not a one night stand What have we learned?
  21. 21. Q&A Ruth Guthoff- Recknagel Chief Product Officer

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