Banco Sabadell + UserTesting

Over the past year, Banco Sabadell has run more than 500 tests with UserTesting, putting every single one of their proposed digital experiences in front of prospective and existing customers to assess usability and ease of adoption. They’ve tested everything from creating an online account, signing into an account, paying bills, and simulating loans, to obtaining insurance, and other general focus areas like site navigation to increase conversion rates. 

According to Alex de Fuenmayor, DesignOps Lead, “UserTesting is involved in the entire process, from validating the hypothesis to the final step, where we validate that the product is ready for teams to build.” 

UserTesting’s quantifiable experience research metrics have been central to this work. QXscore™ is a proprietary metric that tracks how well a customer can use a product and how much they enjoy the experience. The innovators at Banco Sabadell believe strongly that QXscore correlates with Net Promoter Score or NPS. 

Silver Bruna, Design Director, explains further: “UserTesting is part of almost every phase of the design process, but we have really established that any design that we want to deliver to the engineers has to be validated with UserTesting. QXscore is our quality standard. So we test with customers the different options that we think about, and we use UserTesting to ensure that the option we choose is the most usable, that has less drop offs and less clicks.”

Every design from Banco Sabadell needs a minimum QXscore of 85. Designers and researchers register those scores in Jira, where Project Managers see the numbers and understand whether designs can progress to the next phase of production. 

Quantifying customer perceptions of digital experiences has been a game changer for Banco Sabadell. Not only do shared metrics help the designers, researchers, and project managers collaborate more easily, they can all use these numbers to present and evaluate with the bank’s executives. 

This innovative process proved to be particularly effective when Banco Sabadell developed their online account signup process. The research and design teams ran more than 40 tests with UserTesting to raise the QXscore of the signup process and craft the experience exactly as they wanted it. Banco Sabadell went from having no online account signup process a year ago (where customers would have to sign up for an account inside a bank branch) to now having more than half of new customers open their accounts online. This proportion will only increase in the coming years. 

Standardizing their processes has allowed Banco Sabadell to increase the speed of their research projects by 50%. And UserTesting has helped to increase their profitability by ensuring they only build functions that are useful for customers. 

Banco Sabadell has not only laid the groundwork for continued excellence within their organization, they have also set an impressive standard for UX, CX, Marketing, and Design teams to follow across all industries.