Recognizing companies driving business impact through customer-driven innovation

First revealed in San Francisco, with additional celebrations in New York and London

UserTesting, the leading provider of human insights for the enterprise, today announced the winners of the 2025 illumi Awards during the THiS Connect San Francisco event.

Now in its fourth year, the illumi Awards honor UserTesting customers who are transforming the way businesses operate by embedding customer perspectives into the heart of decision-making. These companies are setting a new standard for innovation, growth, and customer experience–powered by continuous, human-centered insights.

​​The 2025 winners were first revealed in San Francisco, with additional regional celebrations planned for New York on May 29 and London on June 5, recognizing global excellence across industries and markets.

2025 illumi Award Winners

• Synergy Excellence Award for scaling insights across teams to drive alignment and better decisions. Cathay Pacific | HQ: Hong Kong
• Innovation Catalyst Award for groundbreaking innovation inspired by human insight. L’Oréal | HQ: NYC
• Customer Evangelist Award for championing a customer-first culture. UPS Digital | Atlanta, GA
• Enterprise Impact Award for delivering scalable success through human insights. Phoenix Group (Standard Life) | HQ: London, UK
• Digital Innovator Award for creating exceptional digital experiences powered by insights. Groundworks | HQ: Virginia Beach, VA
• Human Insight to Action Award for leadership in transforming human insights into tangible business impact. National Australia Bank (NAB) | HQ: Melbourne, Australia
• Transformation Award for using human insight to drive CX transformation. B&Q Limited | HQ: Eastleigh, UK
• Creative Excellence Award for creative work delivering outstanding business outcomes. Gymshark | HQ: Solihull, UK
• Global Excellence Award for leveraging human insights to drive global innovation. Vitality Global | HQ: London, UK
• Mission Impact Award for non-profits achieving meaningful change through human insights. Thuja Foundation | HQ: New Jersey
• Emerging Innovator Award for mid-sized businesses using human insight to achieve big results. Credit Sesame | HQ: Mountain View, CA

Distinguished Luminaries: Blue Cross Alberta, CDK Global, Gousto, Home Chef, Iberia Airlines, Merck Life Sciences, N26, Nuveen (a TIAA company), Sage, and Salesforce.

These companies submitted outstanding applications that showcased excellence, creativity, and measurable impact, earning special recognition from the illumi judging panel.

“This year’s illumi Award winners are proof that listening to customers isn’t just good practice—it’s a competitive advantage,” said Eric Johnson, CEO of UserTesting. “These organizations are using human insight to shape products, strategies, and experiences that truly resonate. We’re proud to celebrate how they’re setting the standard for customer-led innovation across industries and around the world.”

To learn more about the illumi Awards and explore the stories behind the winners, click here.

About UserTesting

UserTesting enables organizations to craft exceptional customer experiences through actionable human insights. With the world’s strongest participant network, AI-driven insights, comprehensive feedback solutions, and expert-level services, enterprises can validate decisions, co-innovate at scale, and accelerate their path to better products and experiences. Trusted by 3,000+ customers, including 75 of the Fortune 100, UserTesting is the partner of choice for businesses committed to delivering experiences customers love. Learn more at www.usertesting.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250501789941/en/