I love this article because it nicely allows C-level execs to understand the ROI of usability and design. So often at larger companies, these areas lack budgets

I love this article because it nicely allows C-level execs to understand the ROI of usability and design. So often at larger companies, these areas lack budgets purely for the fact that it is so hard to quantify the returns i.e. with just general "positive" user experience. Here we can see a pure a before/after A/B type situation that had far-reaching consequences.