Project Outcome: from Hackathon winner to drive organization vision
My Role: UX Design

Team: UX(1), SDM(1), PM(1)
Project Length: 1.5 month (from conception to pitch)
Company: Amazon

Customer Problem

“Amazon Devices” are all the devices manufactured by Amazon, such as Kindle, Echo and Fire TV. Over 200 million customers visit “Amazon Devices” product pages every year. Those customers come from different shopping stages: lower funnel shoppers have already done their research and are ready to make a purchase; mid-funnel shoppers want to compare different models; upper funnel shoppers are brand new to the device and are looking for educational content, etc. Current product pages treat every customer as if they are ready to make a purchase, creating barrier to entry for upper funnel customers ( ~50% of the sessions).

Redesigned Customer experience

The Making of the Design Vision

My design vision is that “Amazon Devices” product pages will evolve and adapt as customers progress in their shopping journeys, bringing all the relevant information to customers.

I approached this project from existing generative and evaluative customer studies and business data. From there, I created a set of design strategies and the Information architecture of product pages. Then I deep dived into detailed designs and bring the design vision to life.

I’ll share my design process in detail below.

Customer Shopping Journey Map

I took established customer shopping stages research and mapped existing features onto each stage. For example, “devices comparison chart” is a feature for both upper funnel and mid-funnel shoppers who are still deciding which device to purchase, while “better together deals” feature is for lower-funnel shoppers who already know which device they want.

Customer shopping journey map revealed that adding “more educational features” is not enough: Since each shopping stages involve a complex set of features, we need to help customers navigate to those features.

Zone Concept

Customer journey map also provides me a birds-eye view of all features, showing that many features share a similar theme. I explored grouping features into “zones”. For instance, “customer Q&A”, “customer reviews” and “customer videos” are all under the zone “community sentiment”.

This is when things start to click: if the product page is organized into consistent and predictable zones, then customers can find features by looking for the zone. Just like a wardrobe with clearly labeled sections.

Personalization

While reading through past UX research studies, one repeated insight caught my eye: when mid-funnel customers come to the detail page, they would "jump” to “comparison chart of all devices” and ignoring all other content in-between. This behavior generalizes to other shopping stages.

How might we help customers navigate to the zone that is most relevant to their current shopping journey?

I introduced personalization concept into zones: zones can be expanded and collapsed based on customers shopping journey. Now, customers coming from different shopping stages will see a product page that is tailored to their needs.

IA (Information Architecture)

Combining customer journey, zone concept and personalization, I created the information architecture of a product page that evolves and adapts to the customer and his shopping journey.

Create Designs from IA

Final Designs

Designs for Storytelling

In order to help org leaders visualize my proposal, I took Echo Show 5 product page as an example and created designs.

(Add designs)

Storytelling

STOVE

Iteration 1: split zone

iteration 2: summarizing, lay of land

Learnings

SVP was interested in this idea… presentation.. added to OP2. Unfortunately no funding, but start with zoning.