Retail and ecommerce, Fashion

Burberry + UserTesting

Watch how Burberry improved their app experience and their development of personalized content
Burberry header
Industry: Retail and ecommerce, Fashion
Company Size: Enterprise
Role: Designer, Executive, Marketer, Product Manager, Researcher
Customer Type: B2C

About Burberry

Burberry is a British luxury fashion house headquartered in London, England. Established in 1856 by Thomas Burberry, originally focusing on the development of outdoor attire, the house has moved into the high fashion market, developing gabardine, and products made exclusively for the brand.

In 2017 Burberry and the Royal College of Art announced the establishment of the Burberry Material Futures Research Group. With the aim of applying radical thinking to invent new sustainable materials, transform consumer experience, and advance manufacturing to benefit the industry and wider community.

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Burberry achieved

Rating on the App Store (up from 4.6) since working with UserTesting
Increase in customer interaction with personalized content
Insights from contributors helped market key features, including appointment booking 


Established in 1856, Burberry is a British luxury fashion house headquartered in London, England. The company designs and distributes iconic clothing, including trench coats (for which it is most famous), leather goods, footwear, fashion accessories, eyewear, fragrances, and cosmetics. 

Burberry sought to bring the voices and the insights of their customers into their workflow, where very little testing or research previously existed. By understanding how their customers think and feel about the fashion designer’s digital and in-store experiences, they could strengthen their relationships, particularly with those who had downloaded the Burberry app. The driving force of this project centered on increasing the frequency of customer visits to the app through personalization.


According to Thomas Arnold, Senior User Experience Researcher, “Within digital at Burberry, we're really good at creating bespoke features. Where UserTesting is helping us, is identifying the right ways to surface this content to our users, so they can enjoy what we’ve created.”

To better understand how they could guide customers to relevant content - and shape the content itself where necessary - Burberry devised a new ‘User Testing and Research’ program. The insights obtained from UserTesting allowed the company to test hypotheses relevant to individual projects, with members of their customer services, styling, copy, and marketing teams, to name just a few. 

These collaborations contributed to producing more innovative and impactful design solutions that surface a customer’s styling preferences, highlight areas for inspiring content, expand personalized product recommendations, and enhance the use of push notifications.


Across the seven months prior to documenting this story, insights generated from UserTesting have been integral to the prioritization, design, and delivery of nine key Burberry app projects. Early results show a 200% increase in customer interaction with personalized content. And the improvement of these tailored customer experiences lead to a rise in Burberry’s App Store rating, from 4.6 to 4.9. 

Per Thomas, “Personalization matters because it allows us to give the user what they need at the right moments, which increases engagement with our digital platforms.” 

With their commitment to incorporating human insight, Burberry leverages UserTesting to identify pain points in their customers’ journeys between in-store and online interactions. This has led - and will continue to lead - to a more pleasurable experience with the luxury designer’s products and brand.

Omar Musa
Director of Product Design & UX, Burberry

"UserTesting means we can reach out to customers remotely - at their homes in London or at their offices in New York. Having diverse perspectives for all the products we create is vital to our success."

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