Ruth Guthoff- RecknagelChief Product Officer

Why improving customer experience is not a one night stand

Our Mission: To connect homeowners withquality local tradespeople

Who are we?

#1 online marketplace inthe UK for homeownersto find tradesmen

Matching homeownerswith 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 30major trade types

of the largest consumer home improvement brands in the UK

One

10 years

Sign-up, landingpage, logged inexperience, etc.

Web and mobile

Different features

Quick, 3rd party code

New logged-in experience

New Sign-up andlanding page

Responsive

Same features

Code written in-house

Adding on demand service

Incrementingand iterating onnew products andservices

Continuouslyimproving customerexperience andconversion rate

Our product journey

Growth Pains The Rebuild

Mature Products: Rewrite combining agile + UX:

New World

Stay Agile:

The RebuildSCRUM & UX

Product Backlog

What is happening and why

Product Increments & Iterations

What is happening and why

RemoteUsabilityTests

UserTesting

FeedbackSurveys

GoogleAnalytics

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 dynamic numbers

No interaction with “How it works”

Low engagement below the fold

Average scroll reach is

Attention Heatmap Scroll Reach Heatmap

Fold height

Scroll reach average

sec18

sec18

sec15

sec9

sec9

sec9

sec10

32%

18%

15%

6%

5%

75%

100%

31%

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 has150 items to browse

Heatmaps revealdiminishing attentionbelow-the-fold, withdramatic drop-offafter first 5 items

Long list gets no love

Reverse-chronological order

Sorting and filtering options added based on basic job lead attributes

"Quick buy" button addedto main lead list

Tradesmen Logged in Experience Iterating

Constantly improving the experience

Refine and iterate with: remote user testing, end-user usability sessions, surveys and ClickTale data

1

2

3

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

Keeping up tospeed with userneeds is critical

1 2 3

Use SCRUM + UXto constantly

improve experience

Improving user experience is not a

one night stand

What have we learned?

Q&ARuth Guthoff- Recknagel

Chief Product Officer