Joom's journey to enhanced UX and a winning tagline
We speak with Pavel Semenov, Head of Research at Joom.
Summary
Discover how Joom uses Lyssna for testing everything from interface mockups to developing and optimizing their key marketing slogan.
Joom, an international marketplace operating primarily in Europe, connects consumers with affordable products. The platform offers a diverse selection of items, ranging from fashion and electronics to home goods and beauty products, sourced from multiple sellers worldwide.
To continuously enhance its user experience and optimize its offerings, Joom has been leveraging various research methodologies. At the forefront of these efforts is Pavel Semenov, the Head of Research at Joom. Pavel has been instrumental in driving the company's research initiatives.
“I'm responsible for all kinds of research, including market research, user experience research, customer experience research, and occasionally desk research.”
Pavel, currently a one-person team but with plans for expansion, has been part of the Joom family for over four years. He knows firsthand how important continuous testing is for optimizing the user experience and how it's becoming increasingly crucial for Joom's success.
Pavel shares his experience using Lyssna as their go-to UX research tool. He talks about the challenges that prompted them to find Lyssna, the creative solutions they’ve implemented, and the amazing results they’ve achieved.
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Challenge
"The issue was the need to start testing mockups of our ecommerce platform. Firstly, it was testing the user experience and usability,” Pavel shares.
“We had some challenges that seemed quite simple, and they didn't need a long qualitative study in order to be resolved. They needed to be tested quickly, with just a couple of questions to know where we stand."
Joom needed a solution that could provide quick and reliable results and that could also handle various types of research. After looking at a few options, Pavel found Lyssna (or UsabilityHub, as we were then named.)
“We started working with Lyssna, then after some iterations, we discovered that, wow, it's actually a great tool!”
Pavel Semenov
Head of Research
Solution
Pavel chose Lyssna due to its versatility and efficiency. Initially, he used the platform for usability testing, but soon realized its potential for broader applications. Pavel explains:
"We can use it not only for UX research but also for concept testing, including marketing concepts like visuals and slogans.”
A big focus for Joom is on testing interface mockups so that Pavel can fine-tune specific issues and adjust the messaging to enhance user understanding. To do this, Pavel conducts preference testing and prototype testing.
“We also do a lot of first click testing. In our recent studies, we tested our catalog screen, which shows a lot of different categories and ask participants where they would click to look for a specific category or product,” shares Pavel.
One notable feature Pavel appreciates is our Interviews functionality, which allows for interviewing and recruiting participants and analyzing transcripts.
"The product side of Lyssna is pretty good, and I love the speed of transcription. Recruiting from the panel was very relevant; all the tasks I was looking for were just perfect."
Pavel Semenov
Head of Research
With the ability to run multiple tests swiftly, Pavel can prioritize his research efforts based on the wider team's needs.
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Results
One of the most significant studies Pavel ran involved testing messaging for the new company-wide tagline, which had impactful results.
"I like the messaging test that we conducted that led us to select the 'Pay Less, Buy More' slogan. We tested different slogan approaches in different languages and found that it's not the specific words that matter; it's the order. This led us to a quite successful slogan."
This messaging test not only helped Joom lock in a catchy and effective tagline, but, as Pavel shares, "We see that it's helping to stabilize our image across the market and stay with our customers. We’ve also noticed some competitors cloning it and turning it into something a little bit different. So when someone else adopts your solutions, you know you did a good thing," adds Pavel.
Moreover, the overall quality of decision-making at Joom has improved significantly. The ability to test designs and get qualitative and quantitative data allows Pavel to fine-tune various aspects of their product, from messaging and design to layout.
"The speed and the size of the panel are impressive. To do research studies in under 24 hours is pretty remarkable.”
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