Usability Evaluation @ 99acres
‘Sample’ photo tag on PD/photon PLC stage: Evaluative Method: User survey (telephonic) Date: 20/06/2016 Moderator: Pradnya Patil / Mahelaqua
User Survey (Telephonic)
Scope & Objective
‘Sample’ Photo Tag
Objective :
To find out user’s understanding of the ‘Sample’ tag on photos and it’s effectiveness. Presence at :
Property Detail page, Photon layer
User Survey (Telephonic)
Protocol and User Details
‘Sample’ Photo Tag
Participants:
Users who responded on PDP consisting sample images in the past 24 hrs (wrt time of call) No. of users contacted: 60 No. of respondents: 24 No. of qualified respondents: 20
User Survey (Telephonic)
Protocol and User Details
‘Sample’ Photo Tag
Method:
Users were contacted over the telephone and taken through a short survey.
Qualifying questions Q1. Do you remember the property you visited on_ _ or not? (Provided the details of the property visited to ensure recall)
Q2. Did you browse the images of the property provided on the website? Subjective questions Q3. Did you notice the ‘SAMPLE’ tag/label on some of the images? Q4. What is your understanding of the ‘SAMPLE’ tag on the photos?
Average Time: 8 to 10 min. / User
User Survey (Telephonic)
Sample Tag on Photos
Q1. Do you remember the property you visited ? ( when details are provided) Yes: 17 No: 03
Q2. Did you browse the images of the property provided on the website? Yes: 19 No: 01
Q3. Did you notice the ‘SAMPLE’ tag/label on some of the images?
Yes: 08 No: 12
‘Sample’ Photo Tag
User Survey (Telephonic)
Sample Tag on Photos
‘Sample’ Photo Tag
Q4. a) What is your understanding of the SAMPLE tag on the photos?
5 said they did not understand / no idea what is it
5 10
5 said images uploaded from any random flat/society from random sources
5
10 said images of other flats in same society/project with matching configuration 5
User Survey (Telephonic)
Sample Tag on Photos
‘Sample’ Photo Tag
Q.4. b) What is your opinion about showcasing ‘sample’ tagged images ?
Confusing (4)
4
“Show actual verified images. Show nothing if you do not have any actual image”
4 Mismatched (4)
“You should clearly differentiate between ‘actual’ and ‘demo’ images”
Misleading (3)
1 Fake (2)
2
4
Clueless (2)
“I would not trust these images. They are fake. I would rather go and visit the location”
“We always upload the actual images. Showing sample images of other flat is wrong, even we do not do such practice.”
Unethical (1)
2 3
Helpful (4)
“It gives idea of overall structure of the flat” Dealer: “it is helpful to give idea to our clients. Clients anyways visit the actual site to view property. We usually google and upload sample images”
User Survey (Telephonic)
Sample Tag on Photos
Pain-points • “I saw the same ‘sample’ images on multiple properties” • “You do not come to know the actual status/condition of the flat” • “This affects the decision making as I would take the decision to go and check the flat depending upon images shown”
• “When you show sample images of other flat, our clients get misled. It impacts our business as clients get disappointed after seeing the actual property and quit; saying “Dikhaya kuch aur tha aur actual mein kuch aur hai” ” (by dealer)
‘Sample’ Photo Tag
User Survey (Telephonic)
Sample Tag on Photos
‘Sample’ Photo Tag
Insights
• If there are no actual property images, it is suggested to clearly indicate that to users. No other property images should be shown if actual images are not available. Property images should not be replaced by sample images. Actual/verified images are preferred by users over the ‘sample’.
• Actual and sample images should not be placed in the same bucket. Users who did not notice the sample tag was because of the placement of actual and sample images in the same bucket. It confused users. Also, sample images might have different furnishing status, interior quality which impacts the decision of the user. Hence it is misleading. It leads to disappointment when user visits actual property.
• While providing sample images for reference, they should be of same configuration property which user is looking for. The users believed that the configuration of the sample images is the same as that of actual property. (Note: 99acres is currently displaying sample images of different configurations also)
• No change in the tag text ‘Sample’ is needed. Its use can be continued. The word ‘sample’ was understood as a reference image by majority of the users.