The Competitive UX Benchmark Study

UserZoom ran a quick competitive UX benchmark study between AWS and Azure, some of the world’s largest cloud services companies, to see how users experienced navigational and core tasks, as well as how they rated their overall experience on these websites.

The Study

We ran an unmoderated remote benchmark study with 60 in-the-wild users on their own devices over the course of a single day, and collected both quantitative and qualitative feedback.

Participants were equally divided so that 30 went to each site, and completed several tasks in order to test and measure the design of the homepage, the website’s structure, and gather usability metrics for each site.

We also measured users feelings about the brand before and after their experience with the site, as well as their likelihood to recommend the site to friends, family and colleagues.

Here is a sample of the benchmark where we gathered participants’ first impressions of the sites:

First impressions are lasting impressions


We showed all 60 participants static images of the homepage of AWS and Azure and asked them to choose which site they associated with several UX attributes.


Amazon AWS was the clear favorite in a majority of categories, particularly in the Helpful (67%) and Organized (63%) categories. The category they fared the least well in was being seen as Lively (30%).

Microsoft Azure was clearly seen as being the more Lively (70%) of the two, but was also seen as being more Overwhelming (57%) as well. The category they fared the least well in was being seen as Helpful (33%).

Want to see the rest? Download the battle to find out who won!


Show me who won!