Observe how real users experience your site
At Contentsquare, we know listening to customers pays off. This case study walks you through designing user tests from the ground up.
Liked it? Share this case study to inspire other designers
At Contentsquare, we know listening to customers pays off. This case study walks you through designing user tests from the ground up.
Getting Started
From 2021 to 2023, Contentsquare teamed up with Hotjar and Heap to become the go-to leader in analytics, combining qualitative and quantitative insights into one powerful platform. This integration gives product teams a complete view of their customers' journeys while using AI to help them work smarter and faster.
Contentsquare was already a big deal in the enterprise world, working with over 30% of the Fortune Global 100 across industries like retail, B2B, finance, telecom, travel, tech, and media.When Hotjar joined the family, Contentsquare expanded into the small and medium business (SMB) market, adding nearly 5 million websites.
These businesses now use the platform to gather feedback, understand their users, and create better experiences for their customers.
Then came Heap in 2023, bringing mobile tracking and top-notch product analytics into the mix, plus even more AI-driven features. By the end of 2024, Contentsquare had become an analytics powerhouse—helping businesses of all sizes, from startups to global giants. Whether it’s desktop or mobile (and sometimes the combination of both), the platform delivers insights that boost productivity, speed up decision-making, and help teams stay ahead of the game.
Context
With the acquisition of Hotjar, Contentsquare introduced a new package called Voice of Customer (VoC), designed to help customers better understand their users in a more qualitative way. This solution helps brands improve NPS, engagement rates, conversions, and overall performance by listening to what customers have to say, gathering their feedback, and turning it into actionable insights.
At the center of the VoC offering are surveys and interviews, giving teams a nearly complete toolkit for qualitative customer insights. Brands can quickly launch AI-powered, customizable surveys, validate UX changes on the fly, and act on honest feedback with ease. Users who leave feedback can even have their sessions replayed for deeper analysis or be invited to follow-up interviews with just one click.
The challenge
While interviews provide deep insights and allow for follow-up questions, setting them up is often time-consuming and inefficient. Tasks like defining goals, recruiting participants, scheduling, and analyzing results can take weeks for just one round of interviews.
Despite their value, the effort often makes teams hesitate. Surveys, on the other hand, are quicker and easier to set up but lack the depth and nuance of live conversations. They’re better suited for collecting quantitative data, such as scales, reactions, or open-ended responses.
Recently, there’s been a market shift toward combining these tools. Leading companies are streamlining research with unmoderated user testing—mixing qualitative insights from recordings with quantitative data on task success, time spent, and user feedback. This approach helps teams assess if visitors can navigate a site and achieve their goals without frustration, while also evaluating usability for new users.
At Contentsquare, we saw a big chance to close the gap between qualitative and quantitative insights. That’s why we introduced unmoderated user testing—a way to get the depth of qualitative feedback while keeping the speed and scale of quantitative data. This study is all about diving into how that works.
My Role
User Testing was one of the key additions to the Contentsquare product catalog in 2024. I spearheaded the design of multiple touchpoints and user flows for the User Testing product, including the creation flow, participant experience, and results analysis.
Throughout the discovery, testing, and delivery phases, I had the privilege of collaborating with talented teams of Product Managers, User Researchers, Product Designers, Engineers, and Product Marketers.I played a critical role in multiple rounds of Alpha and Beta testing, preparing research summaries, and providing recommendations to guide iterative improvements.
My focus was on ensuring that the user journeys met and exceeded usability benchmarks in the market.A significant part of my responsibilities as a Product Designer involved consistent communication with key stakeholders and developers. This included multiple design reviews with front-end and back-end teams, as well as seeking feedback from fellow Product Designers. My goal was not only to prioritize delight and ease of use but also to balance trade-offs effectively, enabling us to deliver within tight timelines and gain valuable insights from our customers.
