From manual iteration testing to a continuous UX intelligence programme
Scale usability insight across app pages without stop-start cycles
Challenge
- Usability testing was conducted manually for each iteration, making the process time-consuming, difficult to scale across multiple app pages, and a significant barrier to speed-to-market.
- At the same time, the team needed deeper, more actionable insights than manual testing could provide.
What We Did
- Always-on usability programme running continuously across the year, eliminating the stop-start of manual testing cycles.
- Continuous testing of app pages and prototypes with approximately 30 users per study, across different target audiences.
- Every session combined with screen recordings, sentiment and emotion analysis, and topic analysis for richer, layered insight.
Key Insights
- Identified critical friction points across user journeys that manual testing had consistently missed.
- Revealed significant gaps between what users say and what they actually do, only visible through behavioral recording.
- Enabled deeper understanding of emotional context behind user behavior at each touchpoint.
Business Outcomes
- Significantly reduced research time per iteration, accelerating product development cycles.
- Delivered richer, more actionable insights directly into product, UX, and marketing teams.
- Improved end-to-end customer journey optimization across the app.
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