Seeing that figure, it is no surprise that the company in question is Amazon. The story of the $300 million button is something of a UX legend. The simple act of changing a button eliminated major user frustration with having to register in order to complete their purchase. Registration was made optional, and the primary CTA was turned into a much more welcomed “continue”, cementing its creator Jared M. Spool as a major name in UI and UX design.
