.com we are passionate about putting our customers’ needs at the heart of the products and services we create. We have a dedicated customer experience (CX) team, specialising in CX research, optimisation and design, whose whole purpose is to make sure that everything we do works to make life simpler for the people who come to our site to switch and save. Creating the Research Lab has been integral to this process.
Set up two years ago
, it’s based at our London office in the White Collar Factory and consists of two adjoining rooms separated by one-way glass. We use one room for one-to-one usability testing or small focus groups to explore new ideas and services, and in the other, people from across compare
.com with an interest in the research listen in and watch customer feedback. We also record and stream the sessions remotely to colleagues across the business.
Since we opened the Research Lab in July 2017, 75 different rounds of research have taken place for 19 different projects, involving over 670 customers.
Having the lab has changed everything. It’s central to our passionate focus on user-centred design at compare
.com. We can sit with a customer as they work through one of our early ideas or journeys, with a whole team of people hearing their comments and seeing whether and where there are opportunities to make things better, simpler or clearer.
We’ve even sat down with customers and shown them a piece of paper with a sketch of an idea, just to test the water and get their thoughts on a very early stage concept. At other times we’ll demonstrate a prototype or show them the finished product or app just before it goes live and then we’ll continue to explore our live products with customers. It means we don’t need to second-guess how customers might use our products; we know for sure.
An important part of this research is understanding the difference between what customers say and how they behave. At times this can be fascinating – a customer might subjectively tell you that they prefer one experience over another, yet in watching them, we can see that the other experience was more successful in achieving their goal!
Testing and research gives us amazing insight, particularly when on the other side of the glass you’ve got the people who are actually building or marketing that product, getting a first-hand view of what people like and don’t like about it, understanding any pain points or just identifying things we can make better.
Discussing an idea with just a few customers, and more importantly acting on their feedback and then testing again, gives us much more confidence in releasing to millions of people. It is just one of the tools that we use at Compare the Market to get customer insight and it means we’re continually getting powerful feedback that really helps us to do a better job for our customers.
We’re always looking for like-minded people to join us, so if you have an interest and experience in customer experience research, design or optimisation take a look at our open roles