User centred testing is key in all the experiences that I lead. Across journeys and projects.
What I do: User testing is central for me when running large design teams working on projects with multiple stake holders. Knowing early feedback on wireframes act as a frame work for what needs fixing before we move to UI. It also adds trust through to stakeholders that their sponsored project will be successful. In transformation it is a great plus to hit great numbers from launch but not always a given. The real work starts after the launch date as transformation isn’t a destination but a journey.
UX, and micro copy in all funnels are key for success. I use AB tests with my teams in order to drive our intent. I apply UX kpi:s such as Bounce rate, Exit rate and conversion to my team in order to stay focused on constant improvements.