Experian + UserTesting
Experian is a global leader in consumer and business credit reporting and marketing services, and a constituent of the United Kingdom's FTSE 100 index, with total revenue of US$5.2 billion for the year ended Mar. 31, 2016. The company supports clients in more than 80 countries and employs approximately 17,000 people in 37 countries. Experian has been a UserTesting customer since 2013.
UX researchers at enterprise credit bureau Experian knew they needed to deliver a better user experience. Some of its offerings, however, served multiple types of users—its Ascend Platform, for example, is used both by power users as well as by end users who aggregate data.
While researchers could obtain NPS feedback from power users in a fairly straightforward manner, they couldn’t efficiently connect with—or elicit valuable, unfiltered insight directly from—end users.
As a result, a massive portion of Experian’s user base was excluded from consideration when critical messaging and design decisions were made.
To combat this problem, Experian researchers leveraged user research to remotely speak with those power users and end-users.
By starting with NPS data about end-user preferences, they were easily able to identify the enhancements that were necessary for the company’s products and services. However, they didn’t understand what exactly needed to be changed, and why.
With UserTesting, Experian can run studies with all types of users, gaining deeper, more actionable insights to constantly iterate. Experian researchers now receive qualitative human insight directly from users that helps the product team easily pivot and prioritize sprints on work that delivers better business results, and faster than ever before. For example, after speaking with 10 main users of a large Experian client, researchers quickly identified and solved several issues that were significant enough to immediately improve the efficiency of the client’s process by 20%.
The internal credibility of Experian’s UX team has increased thanks to the impressive results attained with UserTesting. Experian’s account managers and product managers are requesting the research team conduct even more “voice of the customer” studies, while other teams and business units now ask the UX team for their qualitative research support on other Experian assets, such as its externally facing website.
UserTesting empowers us to have a much more strategic approach than NPS alone because it delivers far richer human insight.