Virgin Atlantic Puts Customer Feedback At The Heart of Their Digital Services With WhatUsersDo

virgin-atlantic-logoVirgin Atlantic has signalled its intent to deliver great multi-channel customer experiences by hiring WhatUsersDo, an international remote user experience testing service, to optimise their digital assets.

Virgin’s founding principle of ‘Don’t just play the game – change it for good’ is the ethos that has seen Virgin Atlantic as an early adopter of remote user experience testing to boost and improve the customer experience online and increase conversions.

The airline was in search of a solution that would not only help improve the online customer experience but build on brand loyalty.

Making the announcement, Virgin Atlantic’s Digital Programme Manager, Michael Daventry said: “User centred design is an approach we have passionately followed since we started on the journey to transform our digital offering. The user testing WhatUsersDo provide has allowed fast feedback loops into our user experience and development teams, giving us the confidence to launch new or optimised areas of the site to our customers without fear of compromising our ‘always open’ face of the brand.”

In March 2013 WhatUsersDo conducted a global survey on users experience. The User Experience Report 2013 showed that many organizations are still relying on hunches in their digital decision-making.

WhatUsersDo Head of UX, Lee Duddell said, “Virgin Atlantic epitomises an organisation that is customer focused and I am delighted that they have adopted WhatUsersDo to help deliver their ambitions by bringing users across their digital channels into even sharper focus. The Virgin Atlantic team join a fast growing set of leading brands that are improving their digital properties by making user insight central to all of their design decisions.”

About us

Founded 3 years ago by Head of UX, Lee Duddell, WhatUsersDo is an online User Experience Testing Service. Our products provide customer insight for e-commerce, marketing and digital people who want to bring change to how they make digital decisions. We help you remove your hunches and act with greater confidence through user driven actionable proof. Improve your digital assets with our “why” based analysis and insight that compliments your existing “what” based analytics.

We are growing rapidly and now provide our services to over 1500 digital (eCommerce, Research, Customer Insight, Mobile, Marketing) professionals internationally. In the last 3 years our collective mission has been to bring the “user’s voice” centrally to operating businesses wishing to improve their digital channels.

Clients include SME’s, Agencies and Brands including:
Axa, Andrews Aldridge, Lipsy, Ocado, Hobbs, Jam, and LateRooms 

How we work
Our international testing platform makes it possible to watch real people completing tasks on mobile, tablet or fixed websites thereby gaining actionable insights to improve.

Brands and agencies use our testing service to capture “in the moment” user feedback from our international panel of “real people” or even their own customers (private panels).  Our platform records the screens and spoken thoughts of users into online videos as they complete tasks on our clients’ digital channels. Insight from the resulting online videos (provided in High, Medium & Low analysis reports) reveals the why of user behaviour so that our clients can make informed decisions on how to improve their digital channels. Quickly and cost effectively.

As standard, we test in 9 countries with 26 others on demand.


Contact: Nick Imrie,, 020 7036 1950

Trackbacks & Pings

Leave a Reply