Walmart has always operated on the philosophy of being focused on the needs of its customers. Founder Sam Walton built his business on this principle, insisting, "Customers are not cold statistics. They are flesh and blood human beings with emotions and feelings just like our own." When the Walmart.ca team found itself running a series of A/B tests and making incremental site improvements-without a unified roadmap as to whether these changes improved the overall experience customers- they knew they needed to make a change. They turned to UserTesting to pair qualitative customer insights with the robust analytics data they were already relying on. This gave them a more thorough picture of what customers wanted and what site changes they should therefore prioritize.