AMAZON STATION
AMAZON STATION
Elevating the social value of your shopping experience with personalized feeds and Amazon Stations led by influencers.
Elevating the social value of your shopping experience with personalized feeds and Amazon Stations led by influencers.
Role
Role
UX Designer
UX Designer
Timeline
Timeline
Spring 2023
Spring 2023
Tools
Tools
Figma
Figma
Research
Research
Balsamiq
Balsamiq
FigJam
FigJam
Team
Team
Keerthi
Keerthi
Sinchana
Sinchana
Trending Items
Trending Items
It lists the items that are popular globally and offers the customer a personalised "For you" page so they may shop based on their interests
It lists the items that are popular globally and offers the customer a personalised "For you" page so they may shop based on their interests
Search for an Influencer
Search for an Influencer
No longer will you need to sit down and read reviews of products you wish to buy for hours on end.
No longer will you need to sit down and read reviews of products you wish to buy for hours on end.
Amazon Station
Amazon Station
Listen to the live updates or previously streamed podcast on a product. Buying made easy by listing to trusted influencers.
Listen to the live updates or previously streamed podcast on a product. Buying made easy by listing to trusted influencers.
Impact
Impact
Shop smarter with influencer-led Amazon Stations and curated experiences.
Shop smarter with influencer-led Amazon Stations and curated experiences.
Amazon Stations enhance the shopping journey with personalized curation and influencer-led recommendations. These improvements streamline discovery, reduce decision fatigue, and create a more engaging and efficient shopping experience.
Amazon Stations enhance the shopping journey with personalized curation and influencer-led recommendations. These improvements streamline discovery, reduce decision fatigue, and create a more engaging and efficient shopping experience.
~63.6%
faster product discovery through personalized Amazon Stations, reducing browsing time
~63.6%
faster product discovery through personalized Amazon Stations, reducing browsing time
10%
increase in user engagement with influencer-led recommendations, enhancing shopping experiences.
10%
increase in user engagement with influencer-led recommendations, enhancing shopping experiences.
~22%
boost in interaction rates by tailoring trending content to match individual interests, resulting in higher user retention.
~22%
boost in interaction rates by tailoring trending content to match individual interests, resulting in higher user retention.
Day 1 + 2: Understanding the process
Day 1 + 2: Understanding the process
The Background
The Background
The aim of the Amazon Connect is to enhance the social aspect of the Amazon shopping experience. With personalized feeds, influential voices, and interactive Amazon Stations, users can connect with influencers, receive tailored product recommendations, and engage in a socially enriched shopping journey. Discover a new way to shop with community-driven insights and a vibrant, interactive platform that elevates the social value of your Amazon experience.
The aim of the Amazon Connect is to enhance the social aspect of the Amazon shopping experience. With personalized feeds, influential voices, and interactive Amazon Stations, users can connect with influencers, receive tailored product recommendations, and engage in a socially enriched shopping journey. Discover a new way to shop with community-driven insights and a vibrant, interactive platform that elevates the social value of your Amazon experience.
Research
Research
To gain a deeper understanding of the problem space, we conducted 5 user interviews. From these interviews, we learned that using Amazon is usually fun and makes them happy. But, when they try to find trustworthy products, it often makes them annoyed and drained out. Three out of five users said they would procrastinate buying a product due to this reason.
Further, we made a list of “how might we” questions. These questions helped us structure the exploration of the problem space, making it easier to identify potential solutions, opportunities, and areas that require further investigation.
To gain a deeper understanding of the problem space, we conducted 5 user interviews. From these interviews, we learned that using Amazon is usually fun and makes them happy. But, when they try to find trustworthy products, it often makes them annoyed and drained out. Three out of five users said they would procrastinate buying a product due to this reason.
Further, we made a list of “how might we” questions. These questions helped us structure the exploration of the problem space, making it easier to identify potential solutions, opportunities, and areas that require further investigation.
Findings
Findings
While observing users engaging with Amazon, we observed that:
Users like getting recommendations from known influencers, friends and family.
Users prefer watching a reel/live about the particular product.
Users like buying trending items.
While observing users engaging with Amazon, we observed that:
Users like getting recommendations from known influencers, friends and family.
Users prefer watching a reel/live about the particular product.
Users like buying trending items.
Rapid Competitive Research
Rapid Competitive Research
Following that, we aimed to gain a better understanding of the current market dynamics by conducting a competitive analysis of five applications.
Following that, we aimed to gain a better understanding of the current market dynamics by conducting a competitive analysis of five applications.
Day 3 + 4: Sketching
Day 3 + 4: Sketching
Sketching
Sketching
In this phase of the sprint, we as a team engaged in extensive hand-sketching sessions to visually explore and iterate on potential solutions for each "How might we" question. These sketches were like real examples of our ideas. They made it easy for us to work together and decide which concepts work the best.
Some of the hand drawings include:
In this phase of the sprint, we as a team engaged in extensive hand-sketching sessions to visually explore and iterate on potential solutions for each "How might we" question. These sketches were like real examples of our ideas. They made it easy for us to work together and decide which concepts work the best.
Some of the hand drawings include:
Day 5 + 6: Deciding in Group
Day 5 + 6: Deciding in Group
Deciding
Deciding
Moving into the decision-making phase, we reviewed rapid competitive analysis and insights from user research. Each of us shared the rough sketches we came up with, explaining the features we included to address and solve specific user problems.
Next, to prioritize the main features and concepts, we utilized the dot voting method. After the voting process, we had several features with the most votes, and we grouped them together to form three solution spaces.
Moving into the decision-making phase, we reviewed rapid competitive analysis and insights from user research. Each of us shared the rough sketches we came up with, explaining the features we included to address and solve specific user problems.
Next, to prioritize the main features and concepts, we utilized the dot voting method. After the voting process, we had several features with the most votes, and we grouped them together to form three solution spaces.
Day 7 + 8: Prototyping
Day 7 + 8: Prototyping
Scenario 1
Scenario 1
Exploring the Trending Products
Providing users with the designated "For You" and "Trending" pages.
Users can watch what is trending by clicking on any influencer's live video.
Exploring the Trending Products
Providing users with the designated "For You" and "Trending" pages.
Users can watch what is trending by clicking on any influencer's live video.
Scenario 2
Scenario 2
Search for an Influencer & explore their page
Providing users with the option to follow any influencers they like and trust.
Offering users the ability to view the products featured on the influencer's page.
Users have the option to browse through reviews on the influencer's page about the product they're trying to promote. Users can also provide their reviews on this page.
Search for an Influencer & explore their page
Providing users with the option to follow any influencers they like and trust.
Offering users the ability to view the products featured on the influencer's page.
Users have the option to browse through reviews on the influencer's page about the product they're trying to promote. Users can also provide their reviews on this page.
Scenario 3
Scenario 3
Exploring Amazon Station
Users can listen to a live podcast about a product they want to purchase.
Users can follow the influencer who is hosting the podcast.
Users have the option to voice their opinion on the product by commenting on the page.
Exploring Amazon Station
Users can listen to a live podcast about a product they want to purchase.
Users can follow the influencer who is hosting the podcast.
Users have the option to voice their opinion on the product by commenting on the page.
Day 9 + 10: Testing & Improvement
Day 9 + 10: Testing & Improvement
Testing
Testing
On the last 2 days of the sprint, I reached out to few Amazon users for conducting the usability testing
On the last 2 days of the sprint, I reached out to few Amazon users for conducting the usability testing
Design Iteration
Design Iteration
With the help of the feedback from the usability testing, I made changes in a few screens to make it more user friendly.
With the help of the feedback from the usability testing, I made changes in a few screens to make it more user friendly.
Design Systems
Design Systems
Solution
Solution
Learnings
Learnings
Designing a feature can be challenging: Designers not only need to think about how to create the feature but also where it will fit into the existing product.
Design isn't like homework: There aren't any right answers or grades. What really matters is how much the users benefit from the design.
Designing a feature can be challenging: Designers not only need to think about how to create the feature but also where it will fit into the existing product.
Design isn't like homework: There aren't any right answers or grades. What really matters is how much the users benefit from the design.
Phew, that was quite a bit to delve into! 😮💨
Phew, that was quite a bit to delve into! 😮💨
Thank you for taking the time to read through it all. Feel free to get in touch with me at kumara.s@northeastern.edu to discuss your thoughts, explore potential collaborations, or simply drop a friendly "hello!"
Thank you for taking the time to read through it all. Feel free to get in touch with me at kumara.s@northeastern.edu to discuss your thoughts, explore potential collaborations, or simply drop a friendly "hello!"
