{"id":12690,"date":"2019-06-26T13:18:34","date_gmt":"2019-06-26T11:18:34","guid":{"rendered":"https:\/\/www.testingtime.com\/?p=12690"},"modified":"2019-06-26T13:18:34","modified_gmt":"2019-06-26T11:18:34","slug":"case-study-ofri","status":"publish","type":"post","link":"https:\/\/www.testingtime.com\/en\/blog\/case-study-ofri\/","title":{"rendered":"\u201cWe suspected there was a problem with the customer dashboard\u201d"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">More and more companies are starting to realize that while UX research may <\/span><i><span style=\"font-weight: 400;\">seem<\/span><\/i><span style=\"font-weight: 400;\"> expensive, this initial investment pays off later on. In fact, <\/span><a href=\"https:\/\/www.elsevier.com\/books\/cost-justifying-usability\/bias\/978-0-12-095811-5\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">research<\/span><\/a><span style=\"font-weight: 400;\"> shows that the longer you wait to implement a change, the more costly this becomes.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-12694 size-full\" src=\"https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Including-real-users-as-early-as-the-discovery-phase-makes-a-lot-of-sense.-And-that\u2019s-precisely-what-Ofri-did.png\" alt=\"Including real users as early as the discovery phase makes a lot of sense. And that\u2019s precisely what Ofri did\" width=\"1628\" height=\"1324\" srcset=\"https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Including-real-users-as-early-as-the-discovery-phase-makes-a-lot-of-sense.-And-that\u2019s-precisely-what-Ofri-did.png 1628w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Including-real-users-as-early-as-the-discovery-phase-makes-a-lot-of-sense.-And-that\u2019s-precisely-what-Ofri-did-328x267.png 328w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Including-real-users-as-early-as-the-discovery-phase-makes-a-lot-of-sense.-And-that\u2019s-precisely-what-Ofri-did-160x130.png 160w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Including-real-users-as-early-as-the-discovery-phase-makes-a-lot-of-sense.-And-that\u2019s-precisely-what-Ofri-did-1536x1249.png 1536w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Including-real-users-as-early-as-the-discovery-phase-makes-a-lot-of-sense.-And-that\u2019s-precisely-what-Ofri-did-768x625.png 768w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Including-real-users-as-early-as-the-discovery-phase-makes-a-lot-of-sense.-And-that\u2019s-precisely-what-Ofri-did-1024x833.png 1024w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Including-real-users-as-early-as-the-discovery-phase-makes-a-lot-of-sense.-And-that\u2019s-precisely-what-Ofri-did-480x390.png 480w\" sizes=\"auto, (max-width: 1628px) 100vw, 1628px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">So including real users as early as the discovery phase makes a lot of sense. And that\u2019s precisely what Ofri did.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Founded in 2011, <\/span><span style=\"font-weight: 400;\">Ofri<\/span><span style=\"font-weight: 400;\"> is an online market place that connects users with a number of handyman and repair service companies. The users simply submit the job they want done and then compare the offers so they can get the best price. Ofri derives its income from certifying and listing the companies, making the service entirely free and unlimited for the users.<\/span><\/p>\n<h2>Unbiased test users from the target audience<\/h2>\n<p>Within a couple of months at Ofri, Marketing and Customer Support Specialist Silvia Piangou started to notice a pattern when she talked to customers: \u201cIt became clear that a lot of people thought companies could only interact with them by making an offer. They didn\u2019t know about the option to get in touch to discuss a project first.\u201d Benny Hertach, Ofri\u2019s founder and CEO, adds: \u201cWe suspected there was a problem with the customer dashboard \u2013 but we weren\u2019t sure what it could be.\u201d<\/p>\n<p>Instead of jumping the gun and potentially fixing the wrong thing, Silvia and Benny decided to run some simple <a href=\"https:\/\/www.testingtime.com\/en\/blog\/guideline-for-moderated-user-tests\/\" target=\"_blank\" rel=\"noopener noreferrer\">usability tests<\/a>. The most important thing was to recruit unbiased test users from the target audience. In this case,<\/p>\n<ul>\n<li>people in their forties or older<\/li>\n<li>who had used handyman and repair service companies before<\/li>\n<li>but never through Ofri\u2019s platform.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">They went online and <\/span><a href=\"https:\/\/app.testingtime.com\/en\/order-testusers\/6\/usertest#!\/profile\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">ordered six test users<\/span><\/a><span style=\"font-weight: 400;\"> for a 45-minute usability test via Skype. \u201cWe were really surprised by the outcome,\u201d Benny recalls. \u201cTo see which companies had tried to get in touch with them, the test users would have had to switch to a separate tab, which they often didn\u2019t even notice until we pointed it out to them.\u201d<\/span><\/p>\n<div id=\"attachment_12697\" style=\"width: 1217px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-12697\" class=\"wp-image-12697 size-full\" src=\"https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/To-see-which-companies-had-tried-to-get-in-touch-with-them-Ofris-customers-would-have-had-to-switch-to-a-separate-tab.png\" alt=\"To see which companies had tried to get in touch with them, Ofri's customers would have had to switch to a separate tab\" width=\"1207\" height=\"672\" srcset=\"https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/To-see-which-companies-had-tried-to-get-in-touch-with-them-Ofris-customers-would-have-had-to-switch-to-a-separate-tab.png 1207w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/To-see-which-companies-had-tried-to-get-in-touch-with-them-Ofris-customers-would-have-had-to-switch-to-a-separate-tab-328x183.png 328w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/To-see-which-companies-had-tried-to-get-in-touch-with-them-Ofris-customers-would-have-had-to-switch-to-a-separate-tab-233x130.png 233w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/To-see-which-companies-had-tried-to-get-in-touch-with-them-Ofris-customers-would-have-had-to-switch-to-a-separate-tab-768x428.png 768w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/To-see-which-companies-had-tried-to-get-in-touch-with-them-Ofris-customers-would-have-had-to-switch-to-a-separate-tab-1024x570.png 1024w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/To-see-which-companies-had-tried-to-get-in-touch-with-them-Ofris-customers-would-have-had-to-switch-to-a-separate-tab-480x267.png 480w\" sizes=\"auto, (max-width: 1207px) 100vw, 1207px\" \/><p id=\"caption-attachment-12697\" class=\"wp-caption-text\">To see which companies tried to get in touch, users had to switch to a separate tab (see smaller rectangle).<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Consequently, they revised the customer dashboard so that all interactions with the same company were displayed in the same place. They also added a mail icon for extra clarification.<\/span><\/p>\n<div id=\"attachment_12731\" style=\"width: 1025px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-12731\" class=\"size-full wp-image-12731\" src=\"https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Ofri-revised-the-customer-dashboard-so-that-all-interactions-with-the-same-company-were-displayed-in-the-same-place-1.png\" alt=\"Ofri revised the customer dashboard so that all interactions with the same company were displayed in the same place\" width=\"1015\" height=\"835\" srcset=\"https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Ofri-revised-the-customer-dashboard-so-that-all-interactions-with-the-same-company-were-displayed-in-the-same-place-1.png 1015w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Ofri-revised-the-customer-dashboard-so-that-all-interactions-with-the-same-company-were-displayed-in-the-same-place-1-328x270.png 328w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Ofri-revised-the-customer-dashboard-so-that-all-interactions-with-the-same-company-were-displayed-in-the-same-place-1-158x130.png 158w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Ofri-revised-the-customer-dashboard-so-that-all-interactions-with-the-same-company-were-displayed-in-the-same-place-1-768x632.png 768w, https:\/\/www.testingtime.com\/app\/uploads\/2019\/06\/Ofri-revised-the-customer-dashboard-so-that-all-interactions-with-the-same-company-were-displayed-in-the-same-place-1-480x395.png 480w\" sizes=\"auto, (max-width: 1015px) 100vw, 1015px\" \/><p id=\"caption-attachment-12731\" class=\"wp-caption-text\">Now, all interactions with the same company are displayed in the same place.<\/p><\/div>\n<p><span style=\"font-weight: 400;\">Benny ran some A\/B tests on the revised live product. And he was thrilled with the results: the number of times customers responded to companies who had contacted them increased by 40% (with a confidence interval of 95%).<\/span><\/p>\n<h2>Fewer administrative tasks<\/h2>\n<p><span style=\"font-weight: 400;\">It is worth noting that Ofri is a small business without a dedicated UX researcher and that neither Benny nor Sylvia have any formal training in this area. \u201cWe read up on <\/span><a href=\"https:\/\/www.testingtime.com\/en\/blog\/in-house-usability-tests\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">best practices<\/span><\/a><span style=\"font-weight: 400;\"> and ran the usability tests ourselves,\u201d Benny explains. \u201cSure, we made mistakes. But each session was better than the one before.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite his DIY approach to testing, Benny does recommend leaving the recruiting to the pros: \u201cWe considered sifting through Upwork. But we didn\u2019t want to have to bother with the administrative tasks like setting up all the individual appointments and transferring the money. So we gave TestingTime a try and we were very happy with the ultrafast, hassle-free delivery.\u201d<\/span><\/p>\n<p>For more information about <a href=\"https:\/\/www.ofri.ch\/\" target=\"_blank\" rel=\"noopener noreferrer\">Ofri<\/a>, check out their awesome explainer video (in German):<\/p>\n<div style=\"text-align: center;\"><iframe loading=\"lazy\" class=\"wistia_embed\" title=\"Wistia video player\" src=\"https:\/\/fast.wistia.net\/embed\/iframe\/n9g43xuo1x\" name=\"wistia_embed\" width=\"400\" height=\"225\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n","protected":false},"excerpt":{"rendered":"<p>More and more companies are starting to realize that while UX research may seem expensive, this initial investment pays off later on. In fact, research shows that the longer you wait to implement a change, the more costly this becomes. So including real users as early as the discovery phase makes a lot of sense. [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":12704,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[2531],"tags":[],"class_list":["post-12690","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.5 (Yoast SEO v20.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u201cWe suspected there was a problem with the customer dashboard\u201d - TestingTime<\/title>\n<meta name=\"description\" content=\"You don\u2019t need a dedicated UX team to successfully run research. 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