Case Study: Yorkshire Building Society improves communication clarity and customer understanding with UserTesting

How YBS worked with UserTesting’s Professional Services team to address the UK Consumer Duty and raise customer understanding

Yorkshire Building Society (YBS) needed a better way to test communications and product copy with teams new to user testing, while managing large volumes of content and tight deadlines. To support this, YBS worked with UserTesting and its Professional Services team to create a content testing process and a risk matrix for identifying high-risk items, alongside a scoring method for measuring clarity and understandability.

UserTesting helped YBS co-create and refine a scoring system that was later built into YBS’s in-house practices, with every communication now receiving a score out of 100 and a pass/pass with changes/fail result. The approach also helped YBS uncover that customers struggled to understand new product explanations online, leading to clearer communications and better product guidance so more customers could choose the right product.

Yorkshire Building Society

Tina Hughes

Director of Digital & Marketing Channels