Amazon Customer Obsession Sessions 2025

The year's sessions kicked off with a quick intro from out CEO. Hear about UserTesting's vision to create customer-obsessed user experiences.

This session explored how observational research helped Amazon teams share the Voice of the Customer across teams and stakeholders. Seonaid Chappell (Amazon Advertising) shared how she fostered a culture of insight sharing that influenced key decisions. The talk covered strategies to scale the impact of customer insights and drive change through observational data.

Sr. UX Researcher Kyle Thomas discussed the ROI of UX research by connecting core usability concepts to tools like the System Usability Scale (SUS) and UX-Lite. The session included a case study and a Q&A focused on measuring usability effectively.

Principal UX Researchers Philip Begel and Kayla Burkholder shared how they used UserTesting across 150+ research sessions to shape Amazon’s first automated micro-fulfillment center. They highlighted how rapid testing cycles informed design, content strategy, and launch planning, offering tips for maximizing UserTesting for speed and stakeholder alignment.

Jo Sasota illustrated how UX Research effectively bridged Design and Product teams. He shared methods for securing stakeholder buy-in, writing executive summaries that resonate, and ensuring research informed product decisions and roadmaps.

Jensen Jia demonstrated how he used GenAI features in UserTesting to speed up analysis and deliver timely insights to Product Managers.