Philips Lighting uses usability testing in Lyssna to elevate user experience and drive conversions

The Philips Lighting Digital Customer Experience and Strategy team uses Lean UX methodology to optimize their digital touchpoints, focusing on user experience and conversion optimization. To achieve this, the team analyzes data using behavioral analytics, user feedback, survey results, and user tests.

Lyssna is one of the tools they use for quick and easy usability testing, enabling them to identify areas for improvement and make quick changes to improve the user experience. The insights from the tests also help them convince stakeholders about issues and make data-driven decisions for various projects.

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Challenge

Long synonymous with forward-thinking technology, Philips has been around since 1891 and is a global household name. Philips Lighting split from its parent group in early 2016 to offer a wide variety of products and solutions, from household and industrial lighting, to connected devices. 

Rick van de Ven, Global User Experience Analyst at Philips Lighting, is conscious of the challenges involved in working within the digital space at such a large, established company.

“Making the switch to digital can be challenging, not only because digital is a new medium for a lot of my colleagues but also because digital brings a completely new mindset, where everything about marketing comes together from creation, communication and delivery of value in a customer-centric way. In the digital team we are leading a transformation journey to make the company more digital, more customer-centric and more agile. It is going well but there’s also still a long road ahead.” says Rick.

One of the many initiatives being run by the Philips Lighting Digital Customer Experience and Strategy team is user experience and conversion optimization. They apply Lean UX methodology to work in rapid, iterative cycles to optimize their digital touch points. 

By analyzing data (e.g. behavioral analytics, user feedback, survey results, user tests), they identify areas for improvement. This allows their team to ideate and test solutions, which often involves A/B testing or piloting and measuring results, then using the data gathered to help inform the next optimization cycle.

Solution

When the CX and Strategy team began looking for tools to assist them in running quick and easy usability testing, Lyssna quickly surfaced as the front-runner. 

“We ran a 5 second test on the homepage of one of our microsites and the results showed us that a large percentage of people did not correctly understand what the website was about,” Rick said. “These insights allowed us to make some quick changes to the site to improve this. We have learned that the user insights from these tests are also a powerful tool to convince stakeholders about an issue.”

A click test on the choose a bulb page – a page that helps consumers pick the right bulb for their needs – showed that the setup wasn’t optimal. Fewer than half of the users clicked on the tabs to help them discover the different bulb selections. These findings were used as insights to create a new version of this page.

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Results

As industry leaders Philips Lighting are always looking to improve their user experience and live up to the high standards their brand is known for. “We use Lyssna tests to help us make decisions for various projects. From web and mobile design to marketing activities to internal user testing,” says Rick.

The team also uses a range of other tools in conjunction with Lyssna, including digital analytics, targeting and personalization tools, to gather more quantitative behavioral insights.

In an increasingly digital-first world, online customer experience continues to be a growing concern for all companies, big and small. Philips Lighting have already positioned themselves ahead of the curve in the way they work to place customer needs first by continuously testing, iterating, and developing.