Case Study: Chico's achieves faster UX decisions and increased customer satisfaction with UserTesting

How Chico's uses fast feedback and video insights to grow loyal customers

Chico’s, a mid‑size retail/ecommerce company serving fashion‑savvy women through its Chico’s, White House • Black Market, and Soma brands, needed fast, reliable customer insights while rolling out a major back‑end technology upgrade. Because the new infrastructure hinged on strong online sales, the team had to quickly identify and fix UX issues to ensure the digital experience supported revenue goals.

Using UserTesting’s unmoderated tests, Chico’s gathered rapid qualitative feedback—covering usability and perceptions of “buy online, pick up in‑store”—that revealed actionable problems the team couldn’t see internally. The tests cut UX planning and development time, let engineers focus on fixes that worked the first time, and improved the digital customer journey, boosting customer satisfaction, repeat purchases, and sales.

Chico's

Kane Ford

Senior Experience Designer