Case Study: Skyscanner achieves rapid, insight-driven pivots and stronger brand equity with UserTesting

How human insights help Skyscanner adapt to uncertainty in a changing world

Skyscanner, the travel search leader founded in 2003 serving millions across 52 countries, faced an existential challenge when the COVID-19 pandemic upended travel in 2020. Director of User Research Oli Mival needed to quickly understand who was still booking, who might book, who wouldn’t, and why, so the company could adapt product, marketing, and strategy amid extreme uncertainty.

Mival’s team combined site analytics with rapid, global qualitative testing via UserTesting—framing five core pandemic research questions, interviewing travelers biweekly, and using UserTesting’s templates and expert support to reveal the “why” behind changing behaviors. Those insights won executive buy-in and enabled fast, confident pivots—driving new campaigns like #WeWill, launching an interactive travel-regulation map and expanded insurance options, strengthening brand awareness and product launches, and empowering quicker, better business decisions.

Skyscanner

Oli Mival

Director of User Research