Case Study: Santander achieves better customer experience with Optimal Workshop

Santander improves navigation success and reduces support inquiries with Optimal Workshop

Santander, a leading multinational banking group, faced challenges in managing consistent user experience testing across its geographically dispersed international teams. They needed to ensure intuitive navigation on their public websites and online banking portals across different cultural contexts while also working to understand and reduce customer churn. To address this, they turned to vendor Optimal Workshop and implemented its suite of tools, including Tree Testing, First-click Testing, and Surveys.

Optimal Workshop's solution enabled Santander's teams in Argentina, Poland, and Brazil to standardize their research methods and validate designs with real user data before implementation. This data-driven approach led to measurable results, including improved navigation success rates, a decrease in customer support inquiries, and improved customer retention metrics by directly addressing key churn factors identified through the platform.

Santander