Recently, we teamed up with the brilliant minds at MEWS to share an A/B Testing case study with Useberry, packed with lots of actionable lessons that anyone can apply to their research and product design process.
This webinar is a must-watch for anyone who wants to improve user experience, work better with their team, and use A/B testing to compare design variations and identify the most user-friendly solutions.
Watch This Webinar To:
[00:41 – 02:28] Discover how Useberry works in 3 steps
[09:43 – 12:29] Learn how research and design teams at Mews work together
[12:30 – 17:32] Explore how Useberry facilitates cross-team collaboration
[17:33 – 22:32] Understand an A/B testing case study with Useberry
[26:26 – 28:36] Enhance workflow improvements with Useberry
[28:37 – 31:40] Gain key takeaways & best practices
4 Key Takeaways from this A/B Testing Case Study
✅ Let data lead the way: Testing with real users showed what actually worked, instead of guessing or relying on opinions.
✅ Small tweaks drive big results: Strategic design adjustments, like making the layout clearer and the button stand out, reduced completion time by 25% and improved accuracy by 85%.
✅ It all starts with understanding your users: Tracking what users do and what they say helped make smarter design choices that boosted the business.
✅ Streamline workflows: Useberry’s intuitive and centralized platform enabled designers to independently run tests while researchers focus on higher-level tasks like setting goals, providing methodological advice, and ensuring data quality.
What I appreciate the most about Useberry is the quick learning curve because it allows me as a researcher to focus on what I can contribute most to designers, which is how to conduct research rather than just how to use a tool.
Miriam Manso, Senior UX Researcher @MEWS
Case Study Breakdown
The A/B testing case study with Useberry helped MEWS improve their decision-making using data-driven insights.
The Task
MEWS aimed to improve the usability of their payment dashboard, a critical tool used by hotels to manage guest payment details. They observed that the dashboard’s navigation posed challenges to users, leading to inefficiencies and frustrations.
The primary goals were:
- Reducing task completion time: Ensuring users could quickly find relevant information.
- Increasing navigation accuracy: Helping users locate data without errors.
- Enhancing user satisfaction: Creating a streamlined and intuitive experience.
To achieve these goals, MEWS conducted a within-subject A/B test comparing the existing table format (Version A) with the segmented controls solution (Version B). In this approach, all participants were exposed to both versions in a randomized order, minimizing bias and ensuring statistical reliability. Useberry’s Randomization feature was instrumental in implementing this methodology.
The Challenge
MEWS, a growing e-commerce platform, struggled to identify which design and feature changes resonated most with their users.
Global team distribution further necessitated a tool that could support effective remote collaboration between designers and researchers.
The Approach
Step 1: Setting Up Experiments The team used Useberry’s Randomization feature to create two versions of their product page with variations in layout, copy, and call-to-action placement.
Step 2: Testing with Real Users By recruiting participants from Useberry’s vast Participant Pool, they tested both versions to see how users interacted with each design. Metrics like click-through rates, time spent, and navigation patterns were tracked.
Step 3: Gathering qualitative insights: In addition to the data, Useberry provided detailed click tracking, heatmaps and feedback from participants, helping the team understand not just what was happening, but why.
The Results
Version B, which featured a simplified navigation, reduced completion time by 25% and improved accuracy by 85%, compared to Version A.
With Useberry’s advanced testing methods, MEWS implemented the winning design confidently and rolled it out to all users, resulting in higher customer engagement and revenue.
The A/B testing revealed significant improvements with the segmented control design:
- Preference Rate: 68% of participants preferred the segmented control solution (41 out of 60 users).
- Efficiency Gains: Task completion time decreased by 25%.
- Accuracy Boost: Navigation accuracy improved to 85%.
- Qualitative Feedback: Users described the new design as “intuitive,” “time-saving,” and “clear.”
Key Takeaway
The case study showcases how A/B testing with Useberry eliminates guesswork, aligns design decisions with user preferences, and accelerates growth, serving as a powerful example of how UX research directly impacts business outcomes. Close collaboration between researchers and designers, supported by tools like Useberry, further accelerates the testing process and ensures data-driven decisions are made efficiently.
Useberry enables us to create, distribute, and analyze tests in a really record time.
Nurgül Aksoy, Senior Product Designer @MEWS
About MEWS
MEWS is a cloud-based platform that helps hotels and other accommodations run more smoothly and create better guest experiences. Founded in 2012 by a group of hoteliers and tech experts, MEWS is changing the way things are done in the hospitality industry. With over 5,000 properties in 85 countries, MEWS has grown quickly and is leading the way with innovative solutions. The MEWS design team is made up of people from all over the world, working together to create easy-to-use, inclusive solutions. Their focus on collaboration and diverse perspectives helps them build products that make a real difference in the hospitality industry.
Meet the Guests and Host
Nurgül Aksoy is a Senior Product Designer at MEWS, working in the FinTech team. She has a background in industrial design and transitioned into digital product design. Nurgül has been with MEWS for over two years, focusing on creating user-centric solutions to enhance payment experiences.
Miriam Manso is a Senior UX Researcher at MEWS, based in Madrid. With a background in information sciences, social research, neurosciences, and UX design, she applies her skills to understanding human behavior in the hospitality and fintech sectors, particularly in revenue management at MEWS.
Chrisa Klempetsani is the Community Manager at Useberry, where her role revolves around connecting amazing UX and product professionals, sharing ideas, and building a strong, supportive community.
Curious about more success stories?
See how Useberry empowers user-driven product development.
