Trader Media Group

Trader Media Group operates in the UK and Ireland through its flagship brand Auto Trader. With a rich heritage in classified advertising, Auto Trader has evolved from a print publication into the UK’s number one online marketplace for buying and selling new and used cars.

Though sales of the Auto Trader magazine, as well as Trader Media Group’s other 71 titles, remain strong, Trader Media Group recognised a business requirement to strengthen its digital offering to maintain its market leading position.

In 2011, as the company rolled out several new web-based features, Principal Tester James Tomaszek wanted to make sure the changes would be intuitive to new and existing readers. Having inherited several un-used test cycles from uTest, James decided to forgo an additional functional test cycle and would instead run a comprehensive usability test cycle with the uTest community.

With the help of a dedicated UX professional, James would receive detailed feedback (via surveys and discussion threads) from 25 professional testers residing in the UK. In all, the project lasted two full weeks and cost significantly less than their considered alternatives. Most importantly, the test resulted in actionable data. “The level of detail in the usability reports was excellent,” said James. “uTest was able to point to specific areas where design improvements needed to be made. It was extremely beneficial.”

Aside from their dedicated UX specialist – who analyzed results, drafted surveys and performed other functions – Trader Media was aided by their uTest project manager, who successfully ensured that the test team met specific geographic criteria.

“Having our entire test team in the UK was very valuable for us,” James explained. “Without testers who had knowledge of the UK market, I’m not sure the test would have been so successful.”

For more on Trader Media Group, visit their website or follow them on Twitter.