Case Study: ASOS achieves comprehensive international UX insights with WhatUsersDo

ASOS - Customer Case Study

ASOS, the British online fashion and beauty retailer selling 850+ brands across multiple country sites, needed to understand how rapidly launched international sites were performing for local audiences without in‑market managers. To diagnose potential localization and UX issues, ASOS commissioned WhatUsersDo to run native‑language remote UX testing across six target markets (US, FR, DE, IT, ES & AUS).

WhatUsersDo planned and designed the tests, recruited a broad cross‑section of local consumers (including recruiting an Australian panel in a 2–3 week lead time), translated and transcribed test videos, and delivered country‑level summaries with High/Medium/Low UX analysis, highlight clips and actionable insights. The work gave ASOS complete international coverage and clear, country‑specific recommendations to fix localization issues — ASOS reported being very happy with the insight, and the UK team subsequently ran their latest tests through WhatUsersDo as well.

ASOS