Based on the insights from two customers in India, the innovative UI design for improving new customer registration was first launched in India. As a result, we witnessed a 6% increase in new account creation, which in itself is a big win given the Indian population. In the following months, the same design was adopted by the worldwide team, and was launched across all marketplaces. This resulted in 10s of Million$ win worldwide to Amazon. More importantly, it drove comfort with the idea that even qualitative research in India can deliver gains as big as big data worldwide.