Dapple

Every score traces back to something you can watch.

Every score, insight and recommendation is grounded in evidence you can follow back to a real customer. No black box, no proprietary index.

Sign-up journeyScore
Competitor B
84
Competitor D
76
Your Brand
68
Competitor A
61
Competitor C
54
9:415G
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What we measure, and how we measure it.

What customers value

A quantitative survey establishes what your market actually cares about, so the ranking reflects customer priorities rather than ours.

Example methodsQuant surveyMaxDiffConjoint
What brands offer

A proprietary feature list assessed brand by brand, credit or no credit. The capability is either there or it isn’t.

Example methodsFeature auditExpert reviewJourney mapping
How it performs in use

Task success, confidence and ease, measured while people actually work through the journey rather than describe it afterwards.

Example methodsModeratedUnmoderatedFirst-click tests
1.What people value
Dapple · Customer survey
Market survey · Sign-up journeyWhat customers value
1,200responses
Question 6 of 18How important is each of these when you choose a provider?
12345Clear pricingQuick sign-upHelpful supportRewards
1 = not important · 5 = essential
What matters most% essential
Clear pricing78%
Quick sign-up71%
Helpful support64%
Easy to switch55%
App features49%
Rewards33%
These weights set every score.

A quantitative survey establishes what your market actually cares about, so the ranking reflects customer priorities rather than ours.

Example methodsQuant surveyMaxDiffConjoint
2.What brands offer
Dapple · Feature audit
Feature audit · Sign-up journeyWhat brands offer
142features checked
FeatureWeightYouBCDGuest checkoutSaved detailsOrder trackingBiometric loginLive chatDigital receiptsWeighted score72815854

A proprietary feature list assessed brand by brand, credit or no credit. The capability is either there or it isn’t.

Example methodsFeature auditExpert reviewJourney mapping
3.How it performs
Dapple · Session 14 · Sign-up
ModeratedUnmoderatedPrototype B
04:12 / 11:30
Tasks
Create an account1:42
Verify your email0:38
!Set up your profile2:10
Success82%
Ease3.9
Confidence74%

“I wasn’t sure if it had saved my details.”

Participant 14 · 04:12

Task success, confidence and ease, measured while people actually work through the journey rather than describe it afterwards.

Example methodsModeratedUnmoderatedFirst-click tests

You can study an experience, or you can measure one actually happening.

Real customers

People who buy in your category, with their true behaviour recorded. Never a simulated response.

Real environments

Live products as they exist today, in front of the login and behind it. Exactly as they were shipped.

At scale

Every brand in the set, in every market you operate. All held to one standard so the numbers compare.

How evidence becomes insight.

A number without a method behind it invites argument. A number with one settles it.

The evidence
What customers valueSurvey
What brands offerFeature audit
How it performs in useUser testing
Dapple Scoring FrameworkOne framework. Every brand. Every market.
Capability
Ease
Confidence
Trust
Appeal
Journey scores Comparable and consistent across journeys, brands and markets.
Diagnostic research Based on the metrics, a deep dive to understand why.
Strategic insights Turn scores into action: the priorities, the opportunities and the recommendations that follow.

Ask us anything about the method.

Every measure, every weighting and every score, explained against the study you are considering.

Let's talk