LONDON, ENGLAND, January 21, 2009 /24-7PressRelease/ -- Confused.com's aim was to create a new and improved website, aiding the customer's experience as they search for the best prices for everything from car and home insurance to utility providers and financial products.
fhios' role was to gather feedback from the site's typical users and feed this into the re-design. By identifying the customer's likes and dislikes, new tools were introduced and improvements made whilst keeping the website user friendly and easy to use. fhios used different methods, including usability studies, one-on-one interviews, and participant observation, whilst focusing on the website's navigation, functionality, ease of use, and consistency.
Carlton Hood, CEO for Confused.com, says "The feedback we've already had, from customers who have used the site, has been very positive with its simplicity and clarity receiving particular praise. This is very encouraging as our aim has always been to design the site to make the choice of products and providers as straightforward as possible."
Confused.com has also recently launched a bold new advertising campaign designed to introduce customers to its new website. The campaign is the first of its kind as it uses real people who have recorded their own reviews of Confused.com's new site. In particular, the ads highlight four distinct areas: its ease of use, new features of the site, the choice of insurance providers available to customers and the savings which can be made. Tom Bennett, Marketing Director at Confused.com, said: "The new campaign is energetic and engaging. The ads have a genuine feel to them as we've used real-life customers who have sincerely enjoyed using the new site."
At the outset, Confused.com stated it was imperative that the new site provide a fantastic customer experience and is best in its class. By realigning the role of the 'customer' and supported by the research conducted by fhios, Confused.com has reaped significant benefits and was able to make radical improvements to their website helping to stay ahead of their competitors.
fhios (www.fhios.com) is a leading international customer experience research consultancy that was founded in 2002 and have successfully conducted over 400 customer experience and usability research projects across over 35 countries, with many brand perception, customer segmentation, concept & design validation, competitive benchmarking, online communities and user needs projects to provides its clients such as Harvey Nichols, Diageo, Habitat, HSBC, Motorola, Hilton and Shell/Ferrari with the insight to understand customers needs, goals, expectations, behaviours and experience levels when they engage with them and their competitors.