Case Study: BT Group achieves stronger digital experiences with UserTesting

BT Group boosts chatbot containment by 75% with UserTesting

BT Group, a major UK telecommunications provider, sought to establish its EE brand as its flagship consumer-facing identity and expand into new product verticals. The company faced the challenge of overhauling its digital platforms, specifically the EE app and website, to create a harmonized ecommerce experience and improve its AI chatbot, Aimee. They partnered with UserTesting to leverage human insights in their design and research process.

UserTesting enabled BT Group's researchers to conduct iterative testing with real users on prototypes. This led to a redesigned app navigation with a new "Manage" hub, which significantly improved user engagement and sales. For the Aimee chatbot, UserTesting helped refine its capabilities, leading to a massive increase in its effectiveness. The solution delivered a 50% uplift in traffic to broadband pages, a 75% increase in chatbot containment rates, and a 2.4% decrease in calls to the contact center.

BT Group