WES + UserTesting

WES purchased UserTesting and within hours was able to conduct research with applicants from China and India to better understand how they were engaging with WES during their digital journey. As each customer experience was explored, the UX team at WES gained deep customer empathy that enabled them to uncover rich insights they could immediately act on. 

Since all the insights were available on video, the team created highlight reels and shared the video clips with key stakeholder groups within WES to demonstrate where to focus and why. This brought a sense of human empathy into their recommendations that resonated with everyone. The team then used that fast feedback to make design changes that simplified customer experiences and made them more personally relevant while also addressing constraints such as language barriers and varying national requirements. 

Together, these changes eliminated pain points and created more effective, easier, and more enjoyable experiences that drove up satisfaction without using unnecessary development cycles.

The WES UX team also had an effect on their company culture by starting what they call “Empathy Theater” where they regularly bring together stakeholders from throughout the organization to watch customers interact with their website and the tools being tested.

“When stakeholders see users struggling with a tool, that’s when they realize changes are needed,” said Meera Ravi, lead manager for WES’s UX team. “That’s a huge culture shift for us.”

As a result of being able to gain deeper customer empathy every day, WES has significantly reduced their decision making time and development cycles while increasing customer satisfaction at the same time. And now, they can do that again and again.