Betfair, the world’s largest betting community, has signed up to a further two year enterprise
contract with UserZoom, enabling it to deploy online user experience (UX) research tools across its
web, mobile and tablet user base.
With four million customers around the world enacting over seven million transactions a day, Betfair
provides an ever evolving portfolio of innovative products including its betting Exchange, casino,
exchange games and poker. Mariana Silva Southern, Customer Experience Research Manager at
Betfair.com says of UserZoom, “There’s no one else in the market that can give us what we need.”
UserZoom provides an innovative range of UX tools & services, which matches Betfair’s needs and
future developments, especially for remote customer testing across new platforms. While rich
information can be gathered when users are put in front of a prototype and interviewed on a one-
to-one basis, this activity can be very expensive and can typically only cover a small number of users.
While Silva Southern says that Betfair continues to run these in-depth contextual interviews, she
says, “UserZoom gives us a way to reach a wider audience on a one-to-one task based approach.”
Silva Southern says, “We’re constantly evolving and innovating, so we have a constant need to find
out what our customers think.” She continued, “We design things in house and test. UserZoom
allows us to reach a wider audience and is very useful when we need to launch something quickly.
Customer feedback is the best way to get things right – we can script something and send it out
for testing immediately.” She believes that optimisation is fundamental – nothing is perfect when
launched but the UX tools enable Betfair to optimise quickly. What the UserZoom toolkit ensures is
that product decisions are informed by customers’ needs and wants.
It was the flexibility and cost-effective nature of the licensing deal offered by UserZoom that saw
Betfair sign up for a further two years. Silva Southern says, “The flexibility that UserZoom provides
is a benefit – we licence not per study but per year – which means that while we have to prioritise,
we can address everything that we need. By having the ongoing contract we can change any product
or feature and sense check without having to worry about the economics.” She continued, “No one
else competes at that level yet and we don’t expect to see it, at least for the next couple of years.”
Silva Southern said, “We love the tools because they help us understand our customers’ views on
ease of use, success at performing, perceived effort, perceived time and satisfaction with the task.”
At the same time, the UserZoom tool-kit enables Betfair to add other non-task based questions
such as card sorting, tree testing, click image testing, timeout testing, A/B testing and multi-
media feedback providing a complement to other data. Silva Southern says, “UserZoom lets us do
qualitative and quantitative research, which sits well with internal stakeholders. It saves time and
money, helping us to do more with less.”
Silva Southern also points out that the UserZoom tool set is very useful as an internal persuader. By
enabling a quantitative approach to what many see as solely qualitative research, a more rigorous
approach to the impact of UX can be made. Benchmarking studies can help the company create
more effective products. And with anecdotal industry evidence showing significant financial impact
through changes in language and design, setting baselines and tracking the ROI of changes on the
customer could contribute significantly to the bottom line.
Arthur Moan, UK Managing Director at UserZoom says; “Having Betfair commit to a further two
years having been a client of UserZoom for the past year is fantastic news and a testament to the
innovation and excellent support we extend to our clients. Research is a people business, our tools
offer automation of data collection and the power to reach out and collect statistically significant
and highly actionable insights, however; providing strategic support and assistance on how best to
utilise the methodologies we apply is key – hence our enterprise renewal rate is maintained above
90%! Betfair know UX, what they wish to achieve and in my opinion are way ahead of the game
on the UX maturity that the industry is seeing. We continue to innovate and the mobile space is a
huge growth area for UserZoom, clients like Betfair feed requirements into our R&D which we truly
appreciate. We look forward to further strengthening our relationship over the next two years and
we hope way beyond this.
UserZoom is the leading SaaS (Software as a Service) company specialising in online user experience
research & customer insights. They help businesses optimise User Experience of web-based products
and mobile apps, providing them with a proprietary software solution to self serve and cost-
effectively manage and conduct remote unmoderated usability testing, VoC (Voice of Customer)
programs and web development projects. The UserZoom platform of research tools is the most
versatile and comprehensive on-demand solution for User Experience research in the market.
UserZoom works with many of the Forbes Global 2000 brands across all major industries in 15
countries and has increased enterprise accounts 300% in the last year. In fact 45% of Fortune
Magazine’s 50 most admired companies (e.g. Google, Paypal, IBM) use UserZoom’s solution.