Bulder
The success rate is reported to the executive management, while the specific feedback is primarily used in operational work. The CEO also has their own user account in Skyra.
Bulder Loves Solving Real Customer Problems
Bulder has now surpassed 30,000 customer feedback submissions, with Skyra being a crucial source. "It’s our gold," says Bulder, explaining that all great innovation starts with solving real challenges for customers. They use Skyra to measure top tasks on their website.
The "Zero vision"
Bulder’s "zero vision" is about being so effective at self-service that they receive zero support inquiries. "In such a scenario, advisors can focus on providing advice instead of answering unnecessary questions, like where to log in or which products we don’t offer," says Bulder.
Why Skyra?
"We wanted to work more purposefully and efficiently toward our zero vision and communication strategy. We needed better insight into why people visit our website and data to test our hypotheses. We aimed to work with the 'jobs-to-be-done' methodology and needed a tool that provided the necessary data. Skyra's solution was perfect."
Jobs-to-be-Done
The Jobs-to-be-Done methodology and Top Tasks are two sides of the same coin. It’s about understanding user needs to create effective solutions and prioritizing resources where they add the most value. The tasks most visitors come to the website to complete are the top tasks. Skyra makes it easy to identify user tasks and gather feedback on them. Responses are aggregated to quantify what most people come to do and whether they succeed. This allows us to put a concrete number on user experience, making it easy to report and track changes over time.
"We say that Bulder succeeds when we help our customers succeed with their 'jobs to be done'."
What is Your Top Task?
In 2024, the number one top task has been checking mortgage interest rates. Bulder has consistently offered some of the lowest mortgage rates and always aims to challenge the expensive providers by being among the cheapest. Accurate reporting of top tasks makes it easier to focus on the right things.
What Important Insights Have You Gained with Skyra?
We’ve gained clear metrics on target groups that were previously difficult to obtain. Skyra shows that over half of the visitors to bulder.no describe themselves as “not a customer today.” An important metric for us is seeing how many visitors are considering becoming a customer—in the last period, this was 42% of visitors. This confirms Bulder’s hypothesis that the website should be sales-oriented. It used to be difficult to get data on target groups, but now we know exactly who we’re communicating with.
Were There Any Hypotheses You Wanted to Validate?
We wanted to confirm that our strategy of building the website primarily for potential customers was correct, which we now have data to support. When this is confirmed with data, it provides confidence and validation that our strategy is sound.
Some hypotheses have been slightly off. For example, we assumed that the main reason people visit the website was “to transfer a mortgage.” Now, the data shows that the primary reason is that people want to check the interest rate, but transferring a mortgage is still among the top 3 tasks. We’ve also learned that we can improve in communicating what makes Bulder unique.
Skyra’s Dashboard Provides Context
By analyzing data on top tasks and target groups, you can effectively formulate hypotheses. For example, if existing customers want to check mortgage interest rates, it may indicate that they are unsure if they have the best rate. If non-customers check the interest rate, it could represent potential new customers. Why would someone who isn’t a customer check the rate? To see if they should choose Bulder. Skyra’s dashboard provides both concrete data for the big picture and feedback to zoom in on specific examples.
"When we know the user’s task and target group, we gain valuable context for reading and interpreting the feedback."
Reporting to Management
With Skyra, the success rate is measured for each user task. Bulder is committed to working systematically to improve these numbers continuously. The success rate is reported to the executive management, and the specific feedback is primarily used in operational work.
The next step is to spread knowledge about user needs. They aim to engage more people within the organization to ensure everyone sees the same things. The CEO also has their own user account in Skyra. "There are many tasks a website should solve. When we know what’s easy and what’s difficult, it becomes much easier to focus on what’s important," says Bulder.
