Case Study: The Stars Group bridges the empathy gap to win more customers with UserTesting

How the Stars Group is closing the empathy gap to win more customers

The Stars Group, a global leader in online and mobile gaming (now part of Flutter Entertainment), needed to expand into new markets and acquire customers without wasting investment dollars. The team recognized an empathy gap — uncertainty about what customers in different regions actually wanted across touchpoints — and needed to identify and prioritize improvements across the customer journey to drive efficient, sustainable growth.

They hired UX researchers and adopted UserTesting to run rapid interviews with prospective customers, standardize research processes, and close the empathy gap. That approach produced faster insights and more personalized, humanized experiences, improved productivity and reduced costs, expanded the brand’s geographic reach, and uncovered new customer and cross-sell opportunities while elevating UX research’s role in business strategy.

The Stars Group

Daryn Hobden

Department Head of UX Architecture