User Testing / Customer Experience services

User testing is a grid with 4 corners. UX Experts advise their clients to lean towards the behavioural/qualitative quadrant (upper left), because of the addictive nature of attitudinal and quantitative “number chasing”, sometimes called “vanity metrics”. It keeps product manager busy comparing scores while no real UX improvement is made. 

For an overview on the two “fields” of customer experience testing, check out my article “Quantiative versus qualitative user testing”

Most services started in one end of the spectrum but kept growing. Originally I had them sorted by quantitative/qualitative, but this distinction is difficult to make nowadays. I guess I’ll sort them by alphabet instead. (So boring)

Google basics

What everyone uses in order to improve being found through branded Google search queries (and to stop bots from finding you) Independent on how good one’s customer experience strategy is, this is the required leg work before user testing makes sense.  

Get to know your customers. Get a deeper understanding of your customers. Google Analytics gives you the free tools you need to analyze data for your business in one place.

Make your web pages fast on all devices

Improve your performance on Google Search. Search Console tools and reports help you measure your site’s Search traffic and performance, fix issues, and make your site shine in Google Search results

Explore what the world is searching

The new way to stop bots

Google Tag Manager is a tag management system (TMS) that allows you to quickly and easily update measurement codes and related code fragments collectively known as tags on your website or mobile app

Free services

For those 99.9% of cases where the client wishes elaborate user testing on the basis of 0 € Budget.

For moderated testing, there can be a fairly high no-show rate, especially for projects that have little to no compensation for test participants. Calendly’s free plan lets participants choose the time that works best for them of your available times, reschedule if something comes up, and sends a reminder the day before so they don’t forget.

Tip from Xd ideas

Use the free version to pload your prototypes to the web, and use the screen recordings and heatmaps features to see how your interfaces perform in remote test contexts.

Tip from Xd ideas

If you need transcription from your test sessions, whether video or phone, I recommend using the Google Docs mobile app. It offers fairly accurate automatic live transcription, which is easy to manipulate  in Google Docs. Especially helpful for the creation of word clouds, if you need a large data set for any reason, or if you don’t have a third team member on the call for note-taking.

Tip from Xd ideas

For unmoderated testing of simple prototypes, Typeform’s free plan enables you to upload images as part of a survey. Using static screencaps, you can make it very easy for participants to answer questions without leaving the prototype screen.

Tip from Xd ideas

Turn on automatic recording of your calls that save to your local computer. You can set up the app to ask for consent to record before the participants join the call. It’s a  feature-rich application that can be used creatively to make low-budget usability testing easier.

Tip from Xd ideas

Paid services

Paid services I found recommendable, sorted alphabetically. There are huge services here with dozens of tools, and small ones with just one or two. All claim to “measure customers” in some way. Every digital product designer has their own favorites.

Make experience your business. Adobe Experience Cloud gives you everything you need to bring world-class experiences to every customer. Check out new innovations at our Adobe Summit digital experience.

See how Amplitude helps you use customer data to build great product experiences that convert and retain users.

Experience awesome. AskNicely is the customer experience platform for front-line teams in people-powered businesses.

Customer Experience Powered by Sentiment. Measure shifts in customer emotion and take action in real-time to win back consumers and activate fans.

Ship apps faster with buddybuild.  A continuous integration, continuous deployment, and user feedback platform for development teams.

A/B TESTING TOOL & WEBSITE, PERSONALIZATION SOLUTION. FULLY GDPR COMPLIANT, Personalized for you. We personalized the background homepage image based on time of day. Personalized for you. We personalized the background homepage image based on time of day. Optimize your website for more

bought by Contentsquare July 1, 2019

The Experience Analytics Leader

Make your website better. Instantly. Over 300,000 websites use Crazy Egg to improve what’s working, fix what isn’t and test new ideas.

The fastest and easiest way to gather actionable feedback from your customers. Delighted uses the Net Promoter System® to gather real feedback from your customers – in minutes, not weeks. No technical knowledge required

FullStory tells you everything you need to know about your digital experience. Deliver exceptional experiences by letting our easy-to-use, intelligent software pinpoint when, where, and how user struggle is affecting your revenue and retention.

Tap into the voice of your customer. Great customer experiences (CX) start with real-time feedback. Send surveys that make it easy for your customers to tell you how they feel about every interaction—from sale to service—to identify gaps and exceed customer expectations.

Analytics everywhere.
For everyone.

A Smarter Approach to Product. Heap offers a smarter way to build digital products. With comprehensive data collection and structured processes, Heap helps Product Managers understand their users, make data-driven decisions, and craft delightful digital experiences.

The fast & visual way to understand your users. Everything your team needs to uncover insights and make the right changes.

Stop guessing what your visitors want. Google Analytics tells you what, Inspectlet tells you why.

User testing should be easy. With Loop11 it is!

bought by Upland

Talk to your users. See how they’re using your app or website.

Design that works. Maze is a user testing platform that turns your prototype into actionable insights from real users, bringing confidence to the design process.

Build better products- The most powerful self-serve product analytics to help you convert, engage, and retain more users.

Putting people at the heart of decisions. Understand what matters most with our user research platform — transform insights into action, and make decisions with confidence

Deliver better software, products, and growth. With our Progressive Delivery & Experimentation platform, engineering, product and marketing teams ship high-quality code and experiences faster, with data-driven confidence in the results.

Market Research and Experience Management Software. Measure・Analyse・Optimise

ADVANCED BEHAVIORAL WEB ANALYTICS. The best tool for product and marketing teams – accelerate website growth today with Kissmetrics

Design confidently. UsabilityHub is a remote user research platform that takes the guesswork out of design decisions by validating them with real users.

Scalable, flexible user testing and interviews with real people. Watch videos of real people interacting with your product, prototype, website, concept, and more. PlaybookUX allows you to unlock powerful video-based feedback from your target audience.

The System of Action
that turns customers into fans. 

The simplest NPS tool on the market. Real-time feedback, seamlessly integrated with your apps of choice

TestRail: Comprehensive Test Case Management for QA and Development Teams

Build Future-Proof Customer Experiences. Ask the right questions at the right time

Codeless. Prototype. Analytics. User testing feedback & rich insights in minutes, not months!

Real-time feedback. From real customers. Wherever you work. So you can create experiences that get real results.

User Testing so Easy – it becomes a Routine. Watch videos of real people interacting with your website. Hear what users think, see what they do, and start building better products for happier customers.

Scalable & Customized User Research. Your websites, applications, mobile apps, prototypes, even competitor assets; optimize your customer journey, the user interface, and your users’ experience.

User engagement tools, that help build better products. UserReport is a set of flexible tools, that tell you who your users are, and what they want to achieve.

Collect Feedback & Build Better Products. Get actionable user feedback. From screenshot bug reports to experience ratings. Breathe customer-centricity with Usersnap.

Product feedback management software for growing SaaS companies. A single, centralized product feedback solution that gives you everything you need to gather, aggregate, analyze, and follow through on feedback from customers and internal teams.

Deliver the perfect app experience. UXCam captures every micro interaction on your app, allowing you to replay, analyze and optimize the User Experience.

Actionable UX Insights for Better Digital Experiences. UserZoom enables fast, confident decisions at every stage of the product development lifecycle

Learn from Users.Collaborate with Teammates.
Thousands of UX teams use Validately to conduct 2x the user testing in 50% less time.

Ethical choices

Services that don’t collect data and don’t require visitor consent.

Your website analytics should be simple, fast and privacy-focused


How awesome it would be to have some kind of rating system to see who uses what and why. If you’re a UX designer or researcher, could you leave a message if you’ve tried any of these tools and say a few words “Amazon rating style” on our overall experience and personal recommendation? I’ll incorporate it into this list. Thanks!

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