In e-commerce, great UX isn’t a luxury, it’s the difference between “add to cart” and “I give up.” Proforto, a major retailer with more product variations than most people have socks, was dedicated to ensuring customers could find what they needed efficiently.
They already had a foundation of powerful quantitative data. Using analytics, session recordings, and support signals, but they still faced a significant challenge:
“We see what users are doing, but we don’t understand why they’re struggling.”
Proforto turned to Userfeel to provide this critical context. They use user tests as an extra input to discover and explain potential problems. They then combine those findings with their other data (analytics, recordings, support signals) to validate and prioritize high-impact changes.
Proforto relied heavily on tools like Hotjar and internal analytics for insights. While these tools delivered valuable what (numbers, click paths, drop-off points), the why was often missing.
Some recordings didn’t show images or certain interactions. On a site with tons of categories and product paths, this meant the team couldn’t always see the full story. Imagine watching a mystery movie with half the scenes missing. Not ideal.
Analytics showed areas of high friction, but without hearing the user's voice, the team was stuck making assumptions about the root cause of the behavior they observed.
Even without exact numbers, it was clear some users were dropping off because the site just wasn’t intuitive enough. Support conversations often circled back to “Hmm… that could be smoother.”
Bottom line: Proforto needed real voices and real clarity to explain the patterns in their existing data, enabling them to validate and prioritize solutions effectively.
Proforto picked Userfeel because they wanted a simple, direct, and human way to get qualitative input: actual users talking through their experience in real time.
With Userfeel, the team could:
The first batch of tests provided quick, practical qualitative data. Crucially, the team could now watch people navigate the site and hear their motivations, allowing them to connect the dots between their existing metrics and the user's perspective.
The primary value of Userfeel emerged immediately: it provided clear explanations for user confusion, particularly around complex navigation. This input allowed the internal team to see their blind spots, things they were too familiar with to notice anymore.
This shift was powerful:Proforto’s decisions weren’t based purely on Userfeel; they were grounded in the combination of Userfeel's qualitative discovery and the validation provided by their other data.
The team started:
Armed with this validated clarity, Proforto tackled navigation. Userfeel tests showed exactly where the confusion happened and why certain labels or structures weren't working.
The team then cross-referenced these qualitative insights with quantitative data showing high exit rates or backtracking in those exact areas. This dual-validation allowed them to redesign the navigation with confidence, making browsing feel natural and intuitive.
Proforto doesn’t have formal metrics yet, but the qualitative results are loud and clear:
Users were no longer hitting roadblocks, and the team could see real behavioral improvements. Even without hard numbers, the change was obvious and valuable.
Userfeel integrated seamlessly into Proforto's established research process, shifting the team’s mindset to better utilize all their resources.
The team now uses candid feedback from real customers to explain the data patterns they observe.
Regular testing serves as a vital extra input that prevents blind spots and ensures that the prioritization of changes is grounded in both qualitative discovery and quantitative proof.
Decisions are not gut-feeling debates; they are supported by a thorough process of discovery (Userfeel) and validation (analytics, support signals).
User testing is a core part of how the team thinks, builds, and prioritizes, allowing them to make informed, data-driven decisions.
If you’re relying only on analytics, you are missing the essential context.
Listen to your users as an extra input.
Real customer feedback shows you problems you didn’t even know existed and helps you explain the friction you are already seeing in your metrics. By combining these findings with your other data, you can confidently validate and prioritize fixes that impact conversions and customer happiness.
Proforto did, and it changed the way they validate and prioritize.
If you’re ready to remove the guesswork, uncover hidden friction, and build a product people actually enjoy using by combining Userfeel's qualitative insights with your existing quantitative data, Userfeel can help.
Your customers already know what they need. Let them show you.
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