Source: “Engineering at Jet” video

At the Internet Retailer Conference and Expo in Chicago, Ben Babcock, director of UX research at, and Michael Mace, VP of product marketing at UserTesting, discussed the solutions and best practices the Walmart-owned e-tailer uses to get its finger on the pulse of customer sentiment.

Mr. Babcock recommended first mapping out the full customer journey step-by-step on the office wall, a practice in use at Jet.

“If you understand this whole journey and you can understand how to improve it, you get loyalty and you get repeat business,” Mr. Babcock said.

Noting that the e-commerce customer for a website like Jet was generally different in terms of lifestyle and culture than people working inside the company, he explained the importance of knowing what customers like (or hate) about the company by speaking with them on a weekly or…