Case Study: Burberry drives app engagement — 200% increase in personalized-content interactions and App Store rating to 4.9 with UserTesting

How Burberry improved their app experience and their development of personalized content

Burberry, the British luxury fashion house, wanted to bring customer voices into its digital workflow to strengthen relationships with app users and increase visit frequency through personalization. With little prior user testing, the company faced the challenge of understanding how customers think and feel about its digital and in‑store experiences and how best to surface bespoke features in the app.

Burberry launched a “User Testing and Research” program with UserTesting, enabling cross‑team collaboration to shape content, surface styling preferences, expand personalized product recommendations, optimize push notifications, and better market features like appointment booking. Over seven months the work informed nine key app projects and drove a 200% increase in interaction with personalized content while lifting the App Store rating from 4.6 to 4.9.

Burberry

Thomas Arnold

Senior User Experience Researcher