Let's celebrate the 2023 illumi award winners!

UserTesting's illumi awards recognize the teams who use human insight to expertly design products and services, improve their marketing, or deliver impressive customer service.

Burger King

With over 18,000 locations in more than 100 countries, Burger King is one of the largest hamburger chains in the world. The company is famous for its iconic Whopper sandwich. 

Outstanding enterprise success story award winner

Utilizing insights from UserTesting participants, Burger King improves their app, which receives hundreds of thousands of orders every week. Additionally, they adjust their drive-through experience and upgrade their in-store kiosks based on audience feedback. Improvements to the kiosk experience alone have led to a 2.5% increase in order size.

NRG Energy

NRG Energy is a leading energy and home services company powered by people and a passion for a smarter, cleaner, and more connected future.

Creative development award winner

Reliant is the flagship brand for NRG. Insights from UserTesting influence Reliant’s marketing campaigns. Participants were especially helpful in shaping the features of Hugo, Reliant’s adorable armadillo mascot, and refining the Agent Hugo ad, which tested 19% higher than competitor ads.


Collectors is an American company formed in 1986, now based in Santa Ana, California, which provides third-party authentication and grading services to collectors, retail buyers, and sellers of collectibles. 

Human Insight to action award winner

Collectors built an advanced program to test digital experiences from Goldin Auctions and Professional Sports Authenticators (PSA). Insights from UserTesting helped Collectors develop PSA’s Online Submission Center 2.0, functionality for the new Goldin Auctions website, and the new Grade Reveal experience.

Amazon Web Services

Amazon Web Services, Inc. (AWS) is a subsidiary of Amazon that provides on-demand cloud computing platforms and APIs to individuals, companies, and governments on a metered, pay-as-you-go basis.

Outstanding global success story award winner

Amazon Web Services utilizes insights from UserTesting to evaluate and improve, among other projects, the AWS Pricing Calculator, CodeCatalyst, Amazon Kendra, and AWS S3 SimpleStorage.

American Airlines

American Airlines offers thousands of flights daily to more than 350 destinations in more than 60 countries. American has hubs in Charlotte, Chicago, Dallas-Fort Worth, Los Angeles, Miami, New York, Philadelphia, Phoenix, and Washington, D.C.

Customer-driven evangelist award winner

American Airlines put the entire sequence of digital experiences for searching and booking flights in front of potential customers with UserTesting. The organization quantified the usability and enjoyment of its website by QXscoring four key customer experiences. With results in hand, American Airlines plans to improve online booking functions to make choosing flights better and easier for customers.

Banco Sabadell

Banco de Sabadell, S.A. is a Spanish multinational financial services company headquartered in Alicante and Barcelona. It’s the 4th-largest Spanish banking group. The organization specializes in serving small- and medium-sized enterprises, as well as the affluent, with expertise in international trade.

Groundbreaker award winner

If the prototype for one of Banco Sabadell's digital experiences does not receive a QXscore of 85 or higher (measuring the usability and enjoyment of an experience), it cannot go live. Banco Sabadell ran more than 500 studies with UserTesting over the past year, and online testing with customers helped the bank launch its first online account signup process. 


T-Mobile is an American wireless network operator headquartered in Overland Park, Kansas, and Bellevue, Washington. T-Mobile US is the second-largest wireless carrier in the US, with more than 110 million subscribers.

Outstanding collaborator award winner

UserTesting’s Professional Services team has provided T-Mobile over 8,000 hours of services since 2017, including more than 12 benchmarking studies since 2021. T-Mobile seeks to create a cohesive experience across all areas of T-Mobile.com. By continuously improving their website, T-Mobile expects to reduce support calls by several thousand hours per year.


Ancestry.com is a US genealogy company based in Lehi, Utah. The largest for-profit genealogy company in the world, it operates a network of genealogical, historical records, and related genetic genealogy websites.

Transformation award winner

Ancestry.com noticed customers were getting stuck at a free trial and never becoming paid subscribers. Their Research Team ran studies with UserTesting to identify friction points in the free trial experience. Investing in a better onboarding experience led to a 6% increase in revenue from new subscribers.

Panera Bread

Panera Bread is a US chain store of bakery-café fast-casual restaurants with over 2,000 locations in the United States and Canada.

Digital impact award winner

By engaging continuously with UserTesting, Panera Bread updated its catering website, which led to a 1.2% increase in conversion rate, including millions of dollars in additional sales and positive customer satisfaction ratings.

Cox Automotive

Cox Automotive is a subsidiary of Cox Enterprises Inc., a privately-owned, Atlanta-based company with $22 billion in annual revenue. Cox Automotive is the world’s largest automotive services and technology provider. 

Outstanding innovator award winner

Cox Automotive developed a scalable UX research discipline across its B2C portfolio, comprised of Autotrader, Kelley Blue Book, Dealer.com, and VinSolutions. All 10 of their product teams rely on UserTesting for insights.

Kiva Microfunds

Kiva is a 501(c)3 US non-profit organization headquartered in San Francisco that allows people to lend money via the Internet to low-income entrepreneurs and students in 80 countries. Kiva's mission is to expand financial access to help underserved communities thrive.

Outstanding non-profit award winner

Insights from UserTesting helped Kiva Microfunds update their website so that people who lend money can quickly find a person they’re excited to fund. The updated experience led to a 7.5% increase in total deposits into the Kiva system, equivalent to $518K in new dollars, leading to almost 7,000 additional borrowers funded annually.




America's most personalized direct-to-consumer wine subscription company, Firstleaf, uses millions of data points to produce and curate each shipment of award-winning wine.

Outstanding emerging business award winner

UserTesting participants help Firstleaf select pricing options, tiered subscription types, taglines, and marketing copy for their amazing emerging business.

2023 distinguished luminaries

UserTesting recognizes organizations that use human insight to deliver world-class CX, UX, marketing, and product innovation.

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