Case Study: ING Spain improves digital banking findability and reduces support calls with UserTesting

ING Spain cuts call center task completions to 0.7% with UserTesting

ING Spain, the Spanish division of the multinational bank ING, faced a challenge with its digital self-service platforms. Many users were unable to complete common tasks like transferring money, leading to a high volume of calls to the contact center. This issue increased costs, hurt profitability, and negatively impacted user satisfaction. To address this, they turned to the vendor UserTesting and its product, UserZoom, for a solution.

Using UserZoom, ING Spain implemented rapid research methods including Card Sorting, Tree Testing, and Click Testing to redesign their information architecture and menu structure. This solution helped them understand user behavior, improve findability, and enhance the overall digital experience. The results were significant: calls to the contact center from app users fell to just 0.7% and continue to drop. UserTesting enabled ING to successfully iterate on new designs that improved customer understanding and satisfaction while maintaining their brand identity.

ING Spain