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AEP Turns to UserTesting to Help Optimize Mobile Customer Experience

| May 26, 2015
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The challenge

AEP is one of the largest electric utilities in the United States, with a customer base that increasingly uses mobile to connect. The company wanted to combine their mobile and desktop portals into a single, responsive site that gave customers on smartphones and tablets access to a sophisticated set of features.

The solution

Eric J. Davis, Principal User Experience Consultant at AEP, started by conducting first click studies to gauge first impressions of the proposed pages, then moved on to in-person testing. These face-to-face interactions were valuable, but the turnaround time for this type of research—two weeks minimum to recruit a panel—was too long, given the project’s timeline. Davis sought out UserTesting to see if he could shorten the time it was taking to get feedback.

Getting the feedback so quickly was extremely valuable for me, as the team relied on the usability feedback to make design and functionality decisions. – Eric J. Davis, Principal UX Consultant, AEP

The result

AEP partnered with UserTesting and conducted seven user studies within four months—the first five studies on smartphones and the last two on laptops and desktops—to ensure the user flow translated across devices. With each round of user feedback, the development team made changes and improvements, then tested again with even more granular questions to make sure they’d gotten the experience right.

The end result was a unified and responsive web experience, giving customers easy access to a full range of online features on all devices.

Read the full case study here!