Maps on mobile research
Research into mobile map behaviour and how people navigate property decisions on smaller screens.
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Overview
Intro
Homepage + Maps search on mobile web - Research plan
Q3 - 2019
Homepage
Maps
Below is the shell of the research piece as completed in the Confluence space. I lead the research in collaboration with 2 Product Managers and a Lead UI Designer.
Core information from the slides has been redacted.
Core information from the slides has been redacted.
Maps + Homepage Research
Homepage + Maps search on mobile web - Research plan
Q3 - 2019
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TL;DR - Read findings deck for Maps
Problems
- Maps search on mobile web doesn’t exist
- Homepage does not produce money
- Users don’t scroll below the fold
Background
- Maps on mobile web Jira ticket
- HPTO Jira ticket
- Scrollability problem Jira ticket
Documents list
- Figma prototype
- Screening questions
- Discussion guide
- Research - Maps
- Research - Homepage
- Drive folder with
- Interviews videos
Related Jira tickets
- REDACTED
- REDACTED
- REDACTED
Discovery
Research Objectives
Homepage
- To understand why users don’t scroll in the homepage
- To verify the impact of HPTO on users confidence and trust in Domain
- To understand what users want to do on Domain in relation to property.
Maps
- To understand users behaviour in regards to maps usage
- To understand what information users need to see in map view VS list view
- To understand how users interact with filters
Hypotheses
Homepage
- HPTO has no impact on users confidence for property decisions
- User just won’t scroll as their JTBD on domain is to search
- Items below the fold aren’t visible enough on all devices
- Items below the fold aren’t relevant enough for the user
- Items above the fold are not relevant enough, so users do not see the value in scrolling to find other possible relevant content.
- Users who are in the research stage are more receptive to discovery tools than people in a serious buying stage
Maps
- Users alternatively want to understand what and where of a property
- Users want to preview the property image gallery
- Users would tap on _____ in order to view the listing details
- The information we provided in the property card is sufficient
- Users want updated results when map moves
- Users want to learn about the local information from the map (POI, school, etc.)
User interviews + testing
Screening criteria
For context on user journeys refer to this Airtable
No of participants
Method Face
Location
Length
Region
Age group
Sex
User Journey stage
Device
Domain user?
Income
5
2 face
Domain lab
~60min.
Sydney area
Any, possibly one participant to be 65+
Males and Females
Researching, Serious buying
All mobile AND desktop users
Needs to be a Domain user
NOT relevant
Hotjar Analysis
Number of participants
Touchpoints
5
Homepage
Measures of success
- No impact on conversion to search and recent searches
- No impact on Dream Homes viewability
- No impact on average scroll depth on the homepage
- No impact on the click-through rate for the top navigation
- Ability to win client pitches/revenue
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