How the WhatUsersDo Platform helps businesses improve UX An outline of the Platform's key features and outputs

The WhatUsersDo Research Platform is purpose-built to meet the needs of businesses that want to improve UX and their digital performance with user insight.

As well as its core of online user videos that capture behaviour, the Platform has a suite of features and outputs that businesses need in order to act upon this rich source of insight, including:

  • tools to extract, prioritise and categorise insight that needs actioning
  • multiple ways to share compelling insight across teams
  • metrics to measure and benchmark UX improvements
  • detailed participant and device information
  • exporting of data for analysis, presentations and reports.

Outlined below are some of the Platform’s key features and outputs…

User Videos

At the core of the Platform are online videos that uncover the WHY behind your data and help you better understand your customers. Each video shows the user’s screen synchronised with their spoken thoughts as they attempt the tasks you set.

Watching user videos is just like looking over the shoulder of a customer as they use your site, prototype or App. There’s no better way to identify the pain-points, motivations and reasons for leaving that you need to address to improve their experience (and your metrics).


Extract insight from videos

As you identify insightful moments in the user videos use the video-tagging tool to easily save them on the platform so you can analyse them later and use as evidence in your reports and presentations.

Once you’ve completed tagging (or bookmarking) key moments in user videos you can review the tags for recurrent themes and specific issues from which you can make concrete insight-based recommendations. Over time you’ll be building a library of insight in the Platform that will serve as an invaluable resource to refer to when improving UX.

Because insight needs to be categorised and prioritised for easier analysis, the video-tagging tool let’s you:

  • grade issues as High, Medium or Low severity
  • capture positive experiences, user suggestions and anything else you find insightful
  • name and describe each insight in as little or as much detail as you need
  • set video start and end times so it’s easy to jump to the right moment.

You can “Favourite” the most compelling video tags that you want to use in presentations or reports or email to colleagues, and download them as a CSV.


UX Metrics

You can measure, track and benchmark UX with three popular task-based Metrics that are automatically generated for each user task. Metrics help you benchmark your site with a competitor’s or track the improvements you’ve made with repeat rounds of testing.

But, the real value is when you combine metrics with the insight you’ve extracted from videos: giving you the WHAT (metrics) and WHY (from user videos) that you can action.



Effectiveness: Quickly identify how many users have successfully completed each task with Task Completion Rates.







Satisfaction: Measures users’ perceived ease of use, by asking them to rate task difficulty (if they completed it).








Efficiency: measures the time taken to complete each task.






Website Usability Scale (WUS)

Measure and benchmark overall site usability by setting WUS as an exit question. This likert based scale is presented to users at the end of their test and is a useful way to benchmark overall perceived ease of use.

WUS is a reliable and well established way of producing a single usability metric that can span several tasks – use it when improving ease of use is the primary focus of your study and you are going to benchmark the usability improvements you make over time (or versus a competitor).


Use WUS to identify which videos to watch first as those with the lowest WUS score are highly likely to have experienced the most problems. The WUS questions that users see are designed to gauge ease of use and you can also download individual answers for each participant.


Net Promoter Score (NPS)

Understand how digital experience drives customers’ likelihood to recommend with NPS set as the test exit question.

Many businesses are referring to NPS as a simple measure of loyalty and satisfaction. Alone, it is only a measure but by combining it with insight from video observations you can pinpoint how to convert more “Passives” into “Promoters”.

Just as with the WUS, you can use NPS scores to decide which videos to watch first i.e. Passive and Detractor since these are where you want to improve the experience.


You’ll get the richest insight into UX by listening to users’ spoken thoughts (as they complete tasks or speak their answers to questions you set) in the videos. But, there is still merit in setting an open exit question or embedding a survey.

A single typed exit question is a good way to capture a qualitative perception from users or identify what they can recall from their experience. For instance:

  • a publisher might want to understand if the user can recall advertising from the test of their magazine
  • a brand marketing manager might ask a user to describe the company behind the site they just tested in an email to a friend.

You can view individual user’s exit question answers or export them for more detailed analysis (e.g. to build a tag cloud).

You can also embed your own surveys from a third party tool (e.g. SurveyMonkey) to capture more insight, but try to keep your questions succinct and relevant – remember the deepest, most reliable UX insight is in the videos.

Online Playlist of insights

The Platform automatically produces a playlist from the video tags you create that you can easily share with colleagues.

Watch tagged insights from across all user videos in one playlist that’s sorted by severity and type. Share with colleagues and compel them to take action as they “feel” your users’ pain!


User Demographics

Access demographic and profiling information from participating users.

Naturally we keep participant’s personal details secret, but you can access demographic information including location, age and gender. If you’ve setup the screener to also profile different user types you can see how each individual user answered (before analysing their video).

Device Information

Diagnose bugs with detailed OS, browser, screen size and device information for each user.

When there is a rendering issue or potential bug you’ll need to report the detailed device information to the designer/developer, together with the clip that evidences the problem. The Platform provides a detailed breakdown for each user so you have all the evidence you need for your colleagues.

Export insights to work with them offline

Export all tagged insight into a CSV file to analyse in Excel, or share with other teams such as developers who can import them into a bug tracking tool.


Online video clips

Easily share individual video clips online with colleagues (without the need for them to log in).

Video clips are a compelling way to evidence the change that the business must make in order to improve UX. Accompany any clips you share with some basic demographics to reinforce with colleagues that this is the voice of a real customer.


PDF UX Report

The Platform automatically generates a PDF UX Report (download a sample) from the insight tags you’ve created, user demographics, devices, UX Metrics, instructions and any summary/conclusions you enter.

Enter your summary of findings/recommendations into the Notes field on the platform and the PDF will provide you a ready-made UX Report to share with colleagues or take into meetings. When shared electronically the report has links to all of the tagged insight from the videos so it’s easy to jump to the video evidence.



Offline videos for your presentations

Easily download clips or full videos (in MP4 format) that you can insert into presentations.

If you’re presenting to colleagues you’ll want to evidence your findings and recommendations with real user experiences and bring the customer’s voice into the meeting room.


Find out more about the Platform

Contact us for a demo, or to learn more about the Platform.







Lee Duddell

Lee Duddell is the founder of WhatUsersDo.

During 20+ years of working in digital, Lee became increasingly frustrated with the amateurish way that companies were making important design decisions. Personal opinions, hunches and incomplete data were driving experience design. And not user insight.

Lee started WhatUsersDo to fix this by making user research and UX Testing business as usual.

Leave a Reply