Introduction
How many customers need to "trip and fall" before the carpet is set straight? For us at Amazon, the question was never about the number of customers facing an issue; it was always our priority to provide a best in class experience to all of our customers. Therefore, in a research study, when two customers were observed to be struggling with creating an account on Amazon during the sign-up process, we knew we needed to do better. Instead of treating these two instances as outliers and focusing on the "majority"-view, as many research projects do, we value every anecdote...