Oakland Roots Sports Club Scores Hat-Trick with the UserTesting Human Insight Platform
September 08 2022 - 9:00AM
Business Wire
Oakland’s professional soccer team enhances fan
experience across its mobile app and launches new digital
experience to support its women’s team, Oakland Soul
UserTesting (NYSE: USER), a leader in video-based human insight,
today announced that Oakland Roots Sports Club has utilized
UserTesting to help improve its fan engagement and launch new
digital experiences. Oakland Roots turned to the UserTesting® Human
Insight Platform to tap into the power of human insight for
understanding the behaviors and preferences of its fans and soccer
fans at large, as part of its efforts to re-design and launch new
digital experiences both across its website and mobile application.
With the help of UserTesting and its opt-in network of
contributors, Oakland Roots were able to hear first-hand the
priorities of their fans, understand their usage and engagement
across its mobile and web experiences, and ultimately make digital
design and marketing decisions that strengthen fan loyalty.
Oakland Roots Sports Club is an American professional soccer
team, formed in 2018 and based in Oakland, California. The club was
founded with the purpose of creating positive social change in the
local Oakland community and beyond. With the utilization of
UserTesting insight, Roots also launched Oakland Soul, a
purpose-driven, women’s soccer team that provides a pathway to
professional soccer in the USL W League. Oakland Soul’s first game
launches during the Spring of 2023.
“Our goal is to create the best possible fan experience–both
in-person and digitally,” said Edreece Arghandiwal, Co-founder and
Chief Marketing Officer of Oakland Roots and Oakland Soul. “Relying
on surface level data on our digital touchpoints isn’t enough to
fully understand how our fans are feeling. The marketing and
digital team have been able to leverage deeper insight and feedback
generated with the help of the UserTesting platform to help us
better understand our fans, so we can create magical experiences
that drive engagement. The feedback from User Testing has helped us
re-organize our mobile app widgets, which has resulted in higher
engagement and increased number of registered users. The insight
generated by UserTesting’s technology has opened a new level of
understanding and connection between the Club and our fans.”
UserTesting quickly delivers feedback on important projects,
enabling Oakland Roots to understand consumer sentiment towards
ideas and concepts within the same day. Having these insights
allows them to innovate faster and bring new features and
experiences to market with confidence. The UserTesting Platform has
also provided Oakland Roots’ marketing and digital experience teams
a window into the world of their fans–from needs and preferences to
motives and behaviors–leveraging those insights gleaned to improve
its website, prioritize mobile app features, and launch a new
mobile app component on behalf of Oakland Soul. The feedback
received has led to a deeper understanding of who their fans are,
and what outcomes and expectations lead to stronger fan
loyalty.
Before launching a new mobile app component for Oakland Soul on
Oakland Root’s mobile app, they used UserTesting to see how fans
use the Roots app, what they liked and disliked the most, and what
would be most helpful within the app, as well as gained some intel
into how fans of other professional sports teams use those apps, to
ensure they delivered the best possible mobile app experience for
their fans.
“It’s easy to see that Oakland Roots are a customer-centric
organization by just looking at their website–but the organization
has taken that one step further–by incorporating human insights
into every aspect of how they design and build their digital
experiences, they have an even stronger understanding of what
motivates their fans,” said Michelle Huff, Chief Marketing Officer
at UserTesting. “Organizations cannot gain a complete picture of
their customers by data alone, pairing that data with human
insights really unlocks a deeper understanding of customers, what
resonates with them and how they feel about their digital
experiences with a brand. This is critical in building a strong and
loyal customer base, and UserTesting aided Oakland Roots in
achieving that.”
About Oakland Roots Oakland Roots Sports Club seeks to
harness the magic of Oakland and the power of sport as a force for
social good. Whether on the pitch, in the stands, or within the
community, Oakland Roots will represent our one-of-a-kind city with
passion, pride, and commitment to all things Oakland. Player by
player. Supporter by supporter. Resident by resident. One day at a
time. One game at a time. This is about Oakland first, always.
About UserTesting UserTesting (NYSE: USER) has
fundamentally changed the way organizations get insights from
customers with fast, opt-in feedback and experience capture
technology. The UserTesting Human Insight Platform taps into our
global network of real people and generates video-based recorded
experiences, so anyone in an organization can directly ask
questions, hear what users say, see what they mean, and understand
what it’s actually like to be a customer. Unlike approaches that
track user behavior then try to infer what that behavior means,
UserTesting reduces guesswork and brings customer experience data
to life with human insight. UserTesting has more than 2,500
customers, including more than half of the world’s top 100 most
valuable brands according to Forbes. UserTesting is headquartered
in San Francisco, California. To learn more, visit
www.usertesting.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20220908005371/en/
UserTesting, Inc. Andy Dear 978-609-1472
press@usertesting.com
Oakland Roots SC Tommy Hodul 510-708-1797 Tommy@rootssc.com
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