Debenhams puts customer experience at forefront with usability research platform UserZoom

Retailer Debenhams has partnered with UserZoom, the user experience research and testing SaaS platform, to enable widespread usability testing as part of a drive to improve customer experience across its online platforms.

Debenhams will utilise UserZoom's remote testing software to run unmoderated research studies, evaluate how its website is performing and identify areas for improvement. The usability platform enables the company to test continuously from the start of the development cycle, bringing an approach that matches Agile timeframes, and prioritise the most important design changes ahead of new launches or updates.

Ben Mclellan, ‎UX Design Manager at Debenhams, said: "The benchmark for user experience has been raised so high in recent years, particularly in the retail sector, and it's essential that we put the customer at the heart of everything we do. The only way you can get this right is by testing with real users to find out how customers are using our websites and what improvements can be implemented.

"UserZoom is an incredibly powerful tool, which offers great flexibility to UX professionals and designers. It provides a comprehensive range of all the usability testing methods we wanted to utilise, including card sorting, intercepts, task-based tests and tree testing. The software will enable us to validate the work we're doing to ensure a seamless online experience for our customers."

Debenhams growing UX team will be using the UserZoom platform to carry out a wide range of usability tests on its digital assets, as well as benchmarking performance against that of its competitors. Remote testing has provided a more cost-effective solution to alternative in-person research methodologies, with significant savings also made in time spent per user tested. While previous in-lab testing had often taken around three months to deliver, Debenhams can now obtain user feedback in a timelier manner.

Arthur Moan, Vice President of Customer Success, EU, at UserZoom commented: "We are delighted to be working with Debenhams, which has a proven track record as an innovative retailer.

"Whereas previously the company only ran user tests at the end of the development cycle, now the teams can run as many tests as required throughout the design process. With UserZoom, Debenhams has a faster, more scalable and continuous solution for measuring and improving the user experience."

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