Case Study: ADT achieves sharper competitor insights with UserTesting

How the home security company assessed perceptions of key competitors to guide their marketing and product development

ADT’s Product UX team wanted a clearer view of how customers use home security systems and how competing products compare, especially what features matter most and what frustrations users have. Working with UserTesting, ADT used live-session research and transcript analysis to explore competitor experiences and better understand user journeys.

UserTesting helped ADT gather and organize valuable customer insights, which the team mapped in Miro with notes, screen captures, and journey maps. As a result, ADT identified which competitor functions were strongest, which features to avoid building, and better timing for product development decisions, while also uncovering specific user pain points such as alert behavior and panic-button use.

ADT

Abhijeet Bhattacharya

Senior Director - Product and Experience Design