Building a deeper understanding of the customer journey
To deliver on Gumtree's aspirations, we knew that we would need to fully understand their customer's journey, from the first inquiry to final transaction. To build a complete and detailed understanding of their end-to-end user experience, we combined customer interviews and home observation with internal stakeholder holder meetings and the incorporation of existing research.
To drill down on the customer experience, we also facilitate two "jobs to be done" workshops. These workshops allowed us to gather live data on how customers reacted to Gumtree's services and highlighted crucial areas for improvement.