Burberry + UserTesting

Challenge

Established in 1856, Burberry is a British luxury fashion house headquartered in London, England. The company designs and distributes iconic clothing, including trench coats (for which it is most famous), leather goods, footwear, fashion accessories, eyewear, fragrances, and cosmetics. 

Burberry sought to bring the voices and the insights of their customers into their workflow, where very little testing or research previously existed. By understanding how their customers think and feel about the fashion designer’s digital and in-store experiences, they could strengthen their relationships, particularly with those who had downloaded the Burberry app. The driving force of this project centered on increasing the frequency of customer visits to the app through personalization.

Solution

According to Thomas Arnold, Senior User Experience Researcher, “Within digital at Burberry, we're really good at creating bespoke features. Where UserTesting is helping us, is identifying the right ways to surface this content to our users, so they can enjoy what we’ve created.”

To better understand how they could guide customers to relevant content - and shape the content itself where necessary - Burberry devised a new ‘User Testing and Research’ program. The insights obtained from UserTesting allowed the company to test hypotheses relevant to individual projects, with members of their customer services, styling, copy, and marketing teams, to name just a few. 

These collaborations contributed to producing more innovative and impactful design solutions that surface a customer’s styling preferences, highlight areas for inspiring content, expand personalized product recommendations, and enhance the use of push notifications.

Outcome

Across the seven months prior to documenting this story, insights generated from UserTesting have been integral to the prioritization, design, and delivery of nine key Burberry app projects. Early results show a 200% increase in customer interaction with personalized content. And the improvement of these tailored customer experiences lead to a rise in Burberry’s App Store rating, from 4.6 to 4.9. 

Per Thomas, “Personalization matters because it allows us to give the user what they need at the right moments, which increases engagement with our digital platforms.” 

With their commitment to incorporating human insights, Burberry leverages UserTesting to identify pain points in their customers’ journeys between in-store and online interactions. This has led - and will continue to lead - to a more pleasurable experience with the luxury designer’s products and brand.