Case Study: Iberia Airlines achieves faster customer-informed decision-making with UserTesting

Iberia Airlines boosts CX by scaling research with UserTesting, creating a centralized hub and driving insight-led innovation across the organization

Iberia Airlines wanted to strengthen its customer-centric culture and make customer insights easier to use in day-to-day decisions. To do that, Iberia Airlines worked with UserTesting, using the UserTesting platform as part of its research operations to improve discovery, usability, and rapid validation.

UserTesting helped Iberia Airlines launch a centralized Research Hub that shared insights across research and business teams, supported co-design, and informed strategic decisions. With more than 60 research reports produced annually, Iberia Airlines used UserTesting to test concepts and prototypes before launch, recruit participants in key markets, and validate assumptions faster, enabling quicker, more confident decisions across the organization.

Iberia Airlines

Martín Beitia

Head of Innovation, Design & Research