Case Study: WestJet achieves more accurate voice assistance and increased customer trust with UserTesting

How WestJet uses customer sentiment to make air travel more convenient

WestJet is a Canadian airline serving more than 25 million passengers yearly across 110+ destinations with 14,000 employees, and has been named Best Airline in Canada three years running. To make travel more convenient and reduce customer frustration, WestJet set out to introduce AI‑powered voice assistance and needed to understand what travelers would ask, when they’d ask it, and how they’d phrase questions on voice‑enabled devices.

Working with UserTesting, WestJet used customer sentiment analysis and Live Conversation interviews to gather qualitative video insights that revealed common pain points—especially inaccurate third‑party baggage information. Those insights led to adding “Ask WestJet” on Alexa and Google and a baggage‑size calculator in Google Voice Assistant, improving accuracy and brand trust, reducing service complaints, and enabling a 144% increase in user tests in 2019 versus the previous four years combined.

WestJet

Lexie Lawrence

UX Researcher