Case Study: Tesco improves digital journeys at scale with Optimal Workshop

Tesco improves employee usability with Optimal Workshop’s first-click testing of 67 participants

Tesco, a major multinational grocery retailer, faced the challenge of optimizing its complex multi-channel digital ecosystem, which included consumer websites, internal employee tools, and its Clubcard loyalty program. They needed to create intuitive navigation for distinct user groups while maintaining consistency and improving operational efficiency. To address this, Tesco utilized Optimal Workshop's platform, employing its Tree Testing, First-click Testing, and Card Sorting services.

By implementing Optimal Workshop's testing solutions, Tesco was able to systematically refine both customer and employee digital experiences. This included A/B testing for the Clubcard website and homepage navigation, tree testing for product categories, and first-click testing for in-store employee applications. The results were substantial, including reduced abandonment rates, increased member engagement, improved in-store operational efficiency, and higher customer satisfaction, establishing a sustainable business advantage for the retailer.

Tesco