Rated People - Presentation

1. Ruth Guthoff- Recknagel
Chief Product Officer
Why improving
customer experience is
not a one night stand

2. Our Mission:To connect homeowners with
quality local tradespeople

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. 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. The Rebuild
SCRUM & UX
Product Backlog
What is happening and why
Product Increments
& Iterations

6. What is happening and why
Remote
Usability
Tests
User
Testing
Feedback
Surveys
Google
Analytics
Optimizely
ClickTale

7. Use Case 1: Homepage

8. Home page picture is too dominant
To tackle:
Background picture
"Human" figure
No engagement with ‘How it Works’
Too many dynamic numbers

9. No interaction with “How it works”

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. A/B Test Using the Optimizely &
ClickTale Integration
A
B
C

12. A/B Test - ClickTale Analysis
Both variations showed better page engagement
Variation C showed the best job conversion

13. Conclusion
increase in
conversion

14. Use Case 2:Tradesman Logged
in Experience

15. Improving the user experience

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. 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. Constantly improving the experience
Refine and iterate with:
remote user testing, end-user usability sessions, surveys and ClickTale data
1
2
3

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. 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. Q&A
Ruth Guthoff- Recknagel
Chief Product Officer