UserTesting Helps to Scale Customer Research as Human-Centric Decisions Continue to Drive the Experience Economy

SAN FRANCISCO–(BUSINESS WIRE)–UserTesting,
the leading on-demand human insights platform, today announced new
advancements to the platform designed to empower more teams – beyond the
UX Researcher, to target their exact customers, empathize with their
experiences, gain insights, collaborate, and share these insights to
make better business decisions. With the latest release of Workspaces,
Approval Workflow, Tagging, and User Roles, UserTesting has streamlined
how cross-functional teams can conduct customer research, while ensuring
a level of quality and governance is maintained.

In the Experience Economy, it has become an employee-wide responsibility
to be truly customer obsessed – to engage, understand, and learn from
customers – in an effort to drive better business outcomes across the
organization. Companies that have built this continuous learning process
into their ethos are able to better compete and differentiate themselves
in the marketplace.

Customers including CarMax, Microsoft and XO Group Inc. have all
embraced UserTesting to scale their customer research needs and have
been successful in empowering broader teams to drive their own customer
research programs in an effort to build better, more human-centered
products.

CarMax needed to empower their teams to get valuable user insights more
frequently—and firsthand—so they could design solutions that moved the
needle for the organization. “Having the product manager, the product
designer, and the product engineer all involved in the user testing
process was key,” said Archie Miller, Discovery Discipline Lead at
CarMax. “Not only did the product team members set up the UserTesting
studies themselves, they also watched and discussed the videos together,
allowing them to find new ideas and solutions. This gives the team a
sense of shared ownership and shared understanding of how customers use
the product.”

“Conducting customer research and sharing insights across the
organization are an integral part of our business — it’s how we ensure
we are building human-centered products, services, and marketing
campaigns,” said Marieke McCloskey, Head of Product Insights at
UserTesting. “As our company has grown, so has our research
requirements. In order for us to be able to meet the demand, we had to
operationalize how research can be conducted and data accessed. We have
taken an innovative approach to scaling research across the
organization. Our centralized Product Insights team, comprised of UX
Researchers and Data Scientists, conducts
strategic foundational research
themselves, while empowering
non-researchers through training and tools to use customer insights to
make better business decisions.”

According to Forrester’s Digital CX Trends, 2018 report, “The Microsoft
Office division democratized user testing and usability studies by
training 200 of its product managers and designers in how to conduct
studies via UserTesting — allowing researchers to turn to more strategic
projects.”

UserTesting makes scaling customer research across departments a simpler
process with the latest release of:

  • Workspaces
    – Makes it easy for organizations to manage large numbers of studies
    across multiple workgroups and project teams and simplifies how
    companies handle security, privacy, and sharing settings to ensure
    compliance standards are met.
  • Approval Workflow – Enables a trained researcher or team to
    provide oversight on multiple groups or divisions looking to create
    and execute customer-focused studies. Companies can decentralize the
    ownership of customer research, while still maintaining a level of
    confidence in the quality of studies by having access controls to set
    templates, review questions, and launch tests.
  • Tagging – Provides support for industry standard digital
    protocols such as hashtags to give customers a powerful, but easy
    means to flag and categorize key insights and create highlight reels
    of clips, enabling both individuals and teams to build, connect, and
    apply learnings from across the organization in delivering superior
    customer experiences.
  • User Roles – Provides administrators with the ability to manage
    various roles across teams including power users, standard users, and
    collaborators – a powerful capability for large enterprises with
    distributed workforces or multiple workgroups and divisions with a
    need to control user access privileges.

With the availability of Workspaces, Approval Workflow, Tagging and User
Roles, the UserTesting platform can more effectively support enterprises
looking to break research bottlenecks and scale customer research, while
helping to delight customers, reduce their risk of failure, increase
their time to insights, and lower their total cost of delivery.

“Our company has embraced a Design Thinking mindset, which has allowed
us to take a deep interest in developing an understanding of the
customers for whom we’re designing our products,” said Chris Abad, VP of
Product Management Design at UserTesting. “We’re seeing a trend in
companies adopting this approach as well – they are benefiting from
being agile and iterating often, and developing a strong empathy with
their target user. At UserTesting we’re building our platform with this
in mind and helping more companies scale their customer research
initiatives to be able to align to their new Design Thinking models.”

In a world increasingly built around collaboration, business leaders are
under more pressure than ever to deliver results that positively impact
customer experience and as a result must look to adopt best practices
and technologies that increase customer learning, communication, and
empathy.

To learn how to leverage UserTesting to scale customer research in your
organization, visit
this page here
.

About UserTesting

UserTesting enables every organization to deliver the best customer
experience powered by human insights. With UserTesting’s on-demand human
insights platform
, companies across industries make accurate
customer-first decisions at every level, at the speed business demands.
With UserTesting, product teams, marketers, digital and customer
experience executives confidently and quickly create the right
experiences for all target audiences, increasing brand loyalty and
revenue. UserTesting delivers human insights to over 35,000 customers,
including 37 of the top 100 brands in the world, and is backed by Accel
and OpenView. UserTesting is headquartered in San Francisco, CA. To
learn more, visit www.usertesting.com.

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