Let's celebrate the 2025 illumi award winners!

Cathay Pacific used UserTesting across three major initiatives—Vera Chatbot, Stopover Flight Booking, and Cathay Shop—spanning customer service, ecommerce, and internal design ops. The impact: 4,320 agent sessions reduced, 1,054.6 agent hours saved, 80% efficiency gains in design validation, a 77.6% reduction in A/B testing costs, and 3x more experiments launched.

L’Oréal launched the first-ever beauty AI tool, Beauty Genius, and used UserTesting to ensure inclusivity, usability, and resonance across diverse audiences—resulting in a 1.5x lift in user engagement, 2x improvement in perceived recommendation quality, and a 40% improvement in paid media efficiency.

UPS Digital transformed customer listening by embedding UserTesting into every product stage, making customer insights a shared priority across teams. Their efforts led to a redesigned shipping service that boosted revenue by $10.4M, with a 7% lift in revenue and 18% increase in profit—while improving customer confidence and satisfaction.

Phoenix Group used UserTesting to redesign its pension transfer experience for customers 55+, helping 6,000+ annually. Through six testing phases, they boosted retention by 9% year-over-year, with 67% of applications completed digitally—exceeding their goal—and trained 38 call handlers to deliver a seamless, hybrid customer journey.

Groundworks used UserTesting to create dynamic, hyperlocal service area pages, building trust and boosting organic conversions. Through usability tests, card sorts, and live feedback, they optimized content and design, leading to a 15% increase in organic leads in 6 weeks, a 31% lift in conversions, and strong SEO performance.

National Australia Bank (NAB) embedded human insight into its digital transformation, redesigning its credit card experience for 1M+ customers. With 200+ designers testing 90% of prototypes and a 7-day “distance-to-customer” benchmark, NAB has built a culture of continuous discovery to support its customer-centric mission.

B&Q used UserTesting to revamp its plumbing section, addressing a high-anxiety customer journey. Through research and iterative testing, they launched new pages, guides, and UX improvements—driving a 47% increase in organic impressions, a 36% drop in bounce rate, and a 0.3-point lift in conversion.

Gymshark used UserTesting to reimagine its product detail pages, blending brand storytelling with insight-driven UX. Through iterative research and design, they optimized images, reviews, CTAs, and content hierarchy—resulting in a 46.2% increase in conversion rate, 82.8% lift in revenue per session, and 25.1% boost in average order value.

Vitality Global ran 22 usability studies across 24 countries to design a scalable, emotionally resonant global mobile app. Using continuous research and custom UX metrics like the LUV Score, they achieved a SUPR-Q of 4.4, NPS of 43, and major task success improvements, including a 53-point lift in coin discovery.