Witness what happened after Banco Sabadell set the standard that all their digital experiences earn a QXscore® of 85 before they go live
Remote video URL
About the company
Banco de Sabadell, S.A. is the 4th-largest Spanish banking group, managing several banks, brands, subsidiaries, and associated banking partners. The organization specializes in international trade, serving small and medium-sized enterprises as well as affluent individuals.
Industry: Financial services
Company Size: GlobalRole: DesignCustomer Type: B2BRegion: Europe
QXscore required for all Banco Sabadell digital experiences before they can go live
Increase in the speed of bringing projects to market
Tests run with UserTesting over the past year
Banco Sabadell strives to be the Spanish bank with the best digital experiences for customers, and they have a rich history of digital innovation to stand on. They were the first to launch online banking in Spain, in 1998, and the first, years later, to offer digital payments via bank accounts. Banco Sabadell employs approximately 40 researchers and designers, who ensure that the bank’s digital experiences are robust and built for the needs of the customers.
Manel Garcia, Banco Sabadell’s Director of User Acquisition & Activation, references two key challenges. “There are two parts when it comes to digitalization. On one hand, you’re creating digital experiences for processes that exist—but are not yet digital. On the other hand, you are trying to build new digital products and services that do not yet exist nowadays for the bank.”
Banco Sabadell’s digital innovators took a bold approach to this challenge. They decided that clearly defining a numerical standard for all of their digital products, with the help of UserTesting, would help them bring a higher caliber of experiences to the market–and secure the successful launch of any new function or redesign.
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.
Benchmarking allows us to quantify the level of our competitors for the solution we are trying to test or launch. We can take the proper decisions without relying on opinions. And the QXscore makes this more scientific. There is no debate about the scores being valid, only discussion about where and how we can improve the experience.
Silver Bruna Design Director, Banco Sabadell
We work with UserTesting all along the process of creating a new digital product. We have it at the beginning to better understand the needs that this product has to solve, but we also do user testing to validate that the product we are building accomplishes the expectation of our client or not.
Manel Garcia Director of User Acquisition & Activation, Banco Sabadell
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.
Alex de Fuenmayor DesignOps Lead, Banco Sabadell
Related customer stories
Watch how testing with customers helps TaxSlayer improve its software quickly.