Use Cases and Deployment Scope:

I am the Lead UX UI Designer on our team, and sit under the CRO team. UserTesting has been invaluable to us, has assisted us through multiple rounds of design iterations on our biggest project to date, Checkout redesign, which has seen a huge uplift and been extremely successful. The tool was used throughout the project to target specific areas of the checkout which would have caused our users issues or confusion and I was able to develop these. I am currently using the tool in the same way to redesign our PDP. It has been used to gain insights into users' experiences of our benchmarked competitors, as well as our current PDP. The tool is used throughout our CRO monthly testing cycle where designs for tests are usertested in short test forms to refine designs. We also use Content Square as a data tool, and are able to gain qualitative insights from UserTesting where we see looping behaviours or rage clicks on the site. We will be progressing to using surveys and interviews as our scope increases, particularly to further understand customer journeys, inspirations, motivations and frustrations.

Likelihood to Recommend:

UserTesting has been pivotal for understanding the digital experience on our site for users, identifying pain points which can influence Business Cases, Re-designs, Refinements, Trade analysis, and A/B testing programmes within the company. It is suitable for UX teams, CRO teams and may also be helpful for Creative and Marketing teams if feedback on campaigns or content is required. It is particularly useful for iterative design processes, as well as research for design projects. Interviews I imagine would be extremely helpful to truly understand user experiences and pain points. I am hoping our business can move towards utilising this feature. It is, I would say, not appropriate to base all decisions on insights gained from the platform as quantitative data is extremely important, but it can help answer the 'why's' of user interactions, and feedback from UserTesting has always been well-received by management and non-UX experts when I have presented it.