Walmart + UserTesting

The Site Optimization team turned to UserTesting, using the platform to more frequently gather qualitative customer insights. In addition to the transactional data and analytics they had previously focused on, they relied on this human data to better understand and secure more meaningful information about their customers.

By pairing the quantitative data (what was happening) with qualitative data (why, as spoken from the mouths of their customers), the team was able to achieve a more streamlined, data-driven decision-making process to focus on making the website updates with the greatest impact. This included improved resource allocation, internal alignment towards customer-focused decisions, and results-driven activities.

By understanding the reasons customers were engaging with their digital experiences in a certain way, the team was able to make the right choices to drive the business forward.

The shift has not only resulted in better workflows and outcomes, it’s also helped the entire Walmart.ca team get back to its roots and adhere to founder Sam Walton’s expectations of being truly customer focused. Raine summarized this renewed motivation, saying, “Numbers are insightful, numbers are trackable, and they help you trend over time. And there’s stories you can tell from numbers. But that isn’t the end of the story. You need to be able to blend those numbers with customer data…. If we know what our customers purchase, but not the why, how are we going to make them more loyal?”