Case Study: Autotrader improves car buyer insights and reduces research costs with UserTesting

Autotrader.com achieves 5x faster insights and 80% cost savings with UserTesting

AutoTrader.com, an online car marketplace, faced the challenge of understanding the complicated and unassisted car-buying journey. As the sole UX researcher on a lean team with budget constraints, Bradley Miller needed a way to conduct in-depth customer journey and persona research without the high cost and logistical problems of traditional methods. He turned to UserTesting and its Live Conversation product to gain these essential human insights.

By implementing UserTesting's Live Conversation, Miller was able to efficiently find and interview a diverse group of recent car buyers from across the country. This solution provided Autotrader with deeper insights that dispelled institutional myths and refined their understanding of the customer journey. The results included a 5x faster speed to insights and an 80% cost savings compared to traditional research methods, ultimately leading to a more customer-centric design perspective.

AutoTrader.com