Anecdotal evidence for CX/UX: When listening to small data in India gave a double digit million$ win worldwide to Amazon

Amazon, the online retailer, used semi-structured interviews to identify pain points in its customers' experience in India which helped it develop a new UI design, rolled out across all marketplaces.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands