Amtico wanted to move beyond one-off research projects and bring customer evidence more consistently into its digital decision-making. Through a Continuous Research Partnership with Web Usability, the team established a regular programme of research that could respond to changing priorities and build understanding over time.
- Who: Amtico, a leading flooring manufacturer serving residential and commercial customers.
- What: An ongoing programme of user research exploring key areas of Amtico’s digital customer experience.
- How: Regular research cycles with residential and commercial audiences, supported by ongoing UX consultancy.
- Result: A stronger flow of customer evidence to inform digital improvements, shape propositions and give teams greater confidence in their decisions.
“We’ve all found it really valuable and believe it will continue to be useful going forward.”
Nancy Hewitt, Market Insight Manager, Amtico flooring
Background
Amtico’s digital experience supports customers through complex, considered decisions. Residential customers may move between inspiration, product research and finding the right route to purchase, while commercial audiences use Amtico’s digital channels to support design and specification decisions.
Rather than commissioning research around individual projects, Amtico wanted a more continuous connection with its customers. The aim was to make user evidence a regular part of decision-making, while retaining the flexibility to investigate different questions as business priorities evolved.
The Continuous Research Partnership provided a structure for doing just that.
What we did
Over the course of the year, Web Usability worked with Amtico on a series of research cycles covering different areas of the customer experience.
The programme explored topics including sustainability information for commercial audiences, the residential flooring journey and how customers engage with Amtico’s laying pattern proposition. Each cycle focused on a current business question, allowing the research programme to evolve alongside Amtico’s priorities.
Moderated research brought Amtico teams directly into contact with relevant residential and commercial audiences. Stakeholders could observe sessions and engage with the evidence, helping the customer perspective become part of conversations across the business.
Importantly, the research did not exist as a series of isolated studies. Learning accumulated across the year, creating a broader understanding of how different customers experience Amtico and providing a consistent source of evidence for the team.
Impact
The partnership has helped Amtico turn customer insight into action across both immediate digital improvements and longer-term thinking.
Research has informed the redesign of areas of the website, contributed to improvements in the customer journey and influenced how new and existing propositions are developed and communicated. It has also provided independent customer evidence to support wider strategic discussions and build the case for change internally.