Interview with Vincent Wermus, Product Director for Travaux.com
Vincent Wermus, Product Director, explains to us why he chose to implement a Voice of Customer solution when redesigning the Travaux.com site.
Could you tell us a bit about Travaux.com?
Travaux.com is a platform that connects private individuals with tradespeople so that anyone looking to have work carried out in their home can do a free search to find the right qualified tradesperson at the right price.
We’re the French market leader, with 25,000 qualified tradespeople using our platform to search for jobs and hundreds of thousands of projects submitted by private individuals every year.
We’re part of the IAC/InterActive Corp group, which operates in the trade and online dating sectors, among others, and has several hundred brands such as Meetic and Tinder.
Could you tell us more about Travaux.com’s vision, particularly your emphasis on customer centricity?
Customer centricity is one of the company’s values. Our aim is to enable private individuals to find a qualified tradesperson as easily and as reliably as possible.
In order to listen to what our customers have to say, and to be able to put optimizations and new features online every week, we need to gather feedback both from private individuals and tradespeople every day. With Usabilla, we can now gather user feedback in real time and integrate it into the product development cycle.
You decided to implement a Voice of the Customer solution when you redesigned your website. Why?
When a new website is launched, there are lots of bugs to deal with and operational teams and customer services are overstretched. In our case, there was a change of economic model for us and our customers, a technological migration and a complete redesign of the website, all at the same time.
Both the UX team and I felt it was essential to implement Usabilla precisely when the redesign took place because that’s when the most feedback is generated.
Customers always experience more problems during periods of change, primarily because people need time to adapt to anything new and a project on such a scale always goes through an optimization phase.
Our aim was to identify the main problems encountered by our customers, the main stumbling blocks on the new website. The real-time feedback provided us with a truly representative sample of what was happening on our website and enabled us to resolve all the problems encountered by users within just a few days.
How did the implementation go?
We were able to use the free trial to test Usabilla on a few pages to make sure we were heading in the right direction.
One team started to use Usabilla and share their results. This convinced all of the teams that the solution was suitable and led to it being rolled out across the whole site.
Implementation didn’t require many resources; therefore, there was no technical constraint. It was very easy to put in place.
What were the most positive results directly related to gathering user feedback at the time of the redesign?
Thanks to Usabilla, we were able to identify two problems within just a few days:
1) A communication problem with regard to our tradespeople customers: the way in which projects were presented and, in particular, the location wasn’t clear. We received a lot of feedback very quickly, and we were able to make some changes very quickly too.
2) In the new customer acquisition funnel: The payment page is very sensitive, and that is where we tend to lose a lot of people. We very quickly received a lot of feedback from prospects explaining exactly what they didn’t understand on the page and what information they felt was missing.
What would you say to companies who are reluctant to collect user feedback at such a critical time as the redesign of a website?
The greatest opportunities to gather user feedback are when the biggest changes are made. That is when risks are taken and mistakes are made.
Using a solution like Usabilla makes it possible to correct these errors quickly and to confirm that the correct decisions have been made and the right features are being launched.
I think it’s most appropriate to use a solution like this at the time when changes are happening.