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 custo