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Why improving customer experience is

not a one night stand

Ruth Guthoff-Recknagel Chief Product Officer

Muntasir Mohamed Product Analyst

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Our Mission: To connect homeowners with quality local tradespeople

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About us

10 YEAR HERITAGE Dedicated to connecting quality

tradespeople to homeowners

across the UK

UK’S NO.1 Online marketplace for

homeowners to find tradespeople

50,000 TRADESPEOPLE Skilled, covering 30 major

trade types across all

postcodes

OVER 75,000 Jobs posted by homeowners

per month (that’s 1 every 35 seconds)

OVER 9,000 Genuine ratings posted each

month by homeowners via

closed loop system

1.2 MILLION Homeowners

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We are the only player that covers the entire UK

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How our user journey works

Homeowner

posts job

(for free!)

Homeowner

Rates

(help inform decisions)

Tradespeople

Quote

(up to 3 quotes)

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Our product journey

Growth Pains

Mature products

Tradesmen Sign-up, landing

pages, logged in experience, etc

• Web, mobile, native

• Different features

• Quick, 3rd party code

The Rebuild

Rewrite combining agile + UX +

analysis

New logged-in experience

New Sign-up and landing page

• Responsive + native

• Same features

• Code written in house

• Adding an on-demand service

New World

Even better experience + stay

agile

Incrementing and iterating on new

products and services

Continuously improving user

experience

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Cross-functional teams, continuous development and constant iteration

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What is happening and why

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Case study: Our browsing experience for tradesmen

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Tradesmen logged in experience iterating

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Constantly improving the experience

Refine and iterate with a plethora of tools:

remote user testing, end-user usability sessions, surveys, recordings and heat maps

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Improving the user experience

71% say filters and sorting

reduces the amount of time

looking for leads

Sorting and filtering

options added based on

basic job lead attributes

"Quick buy" button

Added to main lead list

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Testing, learning, testing…

"A 'not enough info' button would be

really useful!“

"Highlighting jobs / bookmark jobs

would be useful as they go down to

the bottom by the end of the day“

"Great stuff! Best yet!“

"I wouldn’t log into the app regularly

to check jobs as I am getting the

emails, but if it’s a ‘maybe’ (budget

to big) I will leave it to that evening

and look at it on the PC.”

"Bring it on. What are you waiting

for?"

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Long list gets no love

Average customer has

150 items to browse

Time to click 'sort by'

before/after filters:

44 vs 12 secs

Heat maps reveal

diminishing attention

below-the-fold, with

dramatic drop-off

after first 5 items

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Constantly improving the experience

Original filters and content are overwhelming and distracting

Which filters are most popular

Above-the-fold engagement is now with more relevant items

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Using qualitative and quantitative data to drive improvement

42% Increase in avg. time on

page (02:41 vs 01:54)

Clicks on 'sort by' before

filters introduced: 13% of

visitors

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Conclusion

26% Increase in avg. spend

20% Increase in avg. leads

bought

62% say they have

increased buying

confidence

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What have we learned?

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Q & A

Ruth Guthoff-Recknagel Chief Product Officer

Muntasir Mohamed Product Analyst