UX Design Challenge
The UX Design Challenge is an opportunity for UX Designers to gain practical experience through the process of Design Thinking. An experienced mentor is assigned to a Team of 3-6 to help, encourage and advise through the challenge.
This was an amazing opportunity to apply our knowledge and work together to make something great!
My Role: UX Research & Design
Project: UX Team Design Challenge
Duration: 6 weeks, Mar - Apr 2024
Organizer: IterateUX
Tools used: Figma, ChatGPT/Co-pilot, Google Forms & Meet, Zoom
Amazon Prime Merch
A case study in the development of a new Prime Video feature which could add additional revenue without frustrating the users!
The Prompt
Design a user experience that seamlessly integrates immersive storytelling elements and e-commerce functionalities within a video streaming platform (Netflix, Amazon, etc.) where users can seamlessly transition from enjoying their favorite shows to discovering and purchasing products featured in scenes.
The Context
A Quote from Business Insider
The golden age of streaming TV is over.
Netflix revolutionized the way we watch television and movies. But the utopia of choice — watching what we want, whenever we want — could be waning. Ads are creeping in. The content just isn't that fresh anymore.
https://www.businessinsider.com/the-golden-era-of-streaming-is-over-heres-why-2022-12
Why Amazon Prime Video?
Assumptions:
Every subscriber is a shopper and a viewer
Recent introduction of ads is unpopular with subscribers
Amazon Video is looking for additional revenue generating opportunities
The Five Stages of Design Thinking
Let’s apply UX Design Thinking to test our assumptions and come up with some original ideas!
And don’t forget to use the magic ingredient:
AI
Empathize
About Amazon Prime video
We learned about Amazon Prime's Video Streaming Service, its revenue sources, and the advertising model in 2024. Understanding these aspects helps us with strategic decision-making and potential implementation.
Description
Video Streaming Service, offered to subscribers of Amazon Prime
Allows users to watch videos and TV shows on demand
Revenue sources
Subscriptions
Advertisements
Digital purchases and rentals
Merchandising
Advertising model
Introduced Ad-supported video-on-demand (AVOD) model in 2024
Users watch advertisements before, during, or after video playback
220m
Subscribers worldwide (est.)
$1,400
Average Prime member spends annually on Amazon
80%
Prime members who watch Prime Video
87%
TV viewers who watch with a second screen in hand
Service Findings
X-Ray
X-Ray is being used to promote products on the TV (left) and the phone (below).
Amazon Prime Video has a feature called X-Ray which integrates facts about a show from the Internet Movie Database (IMDB) which is owned by Amazon. The user can find out information about the show while they watch.
We discovered that X-Ray has been enhanced to offer product suggestions while you watch.
X-Ray feature contains different options depending on the show being watched, and only sometimes products are offered related to the show.
Example: Buy Lord of the Rings books from The Rings of Power
On the TV, the book is listed with the actors when the show is paused.
On a phone in landscape mode the merchandise is listed with the actors, and in portrait you have to scroll far right to see the Shop tab.
Questions raised:
Is this feature used?
Do users know it exists?
Do users find it intuitive?
Can it be improved upon?
How might we improve X-Ray features to provide include eCommerce features that feel natural and are visible to users?
Target Audience
SWOT Analysis
Understanding the strengths and weaknesses, opportunities and strengths, in comparison to the competition will help us identify market gaps.
Value Proposition
Value to Amazon
Intuitive interface for buying
Increased revenue
Enhance the X-Ray feature
Innovative and inventive
Customer loyalty - human connection
Value to Prime User
New experience to discover products
Non-intrusive
Seamless shopping experience
Exclusive offers in TV shows
Immerse in favorite stories and characters
Define
User Survey
Knowing that we had a large target audience, we determined that we needed as wide a sample as possible. Surveying the users would give us an indication of which demographic groups within the vast Amazon Prime membership pool were best to design a solution for. We would be able to validate our assumptions, discover their pain points and find common issues they face with Amazon Prime and Prime Video services.
Topics to Explore
Demographics, Frequency of Streaming Usage, Ad Tolerance and Preferences
Participants
26 participants, 10 broad questions, prime members and non-prime members.
Method
We implemented the survey using Google Forms and called for responses from our social media contacts.
Responses
We asked Co-pilot to summarize the results:
AI
AI Response
“Based on the data you provided, the most frustrating causes of user interruption when viewing shows are:
Ads:
Many users expressed frustration with ads, especially those that can’t be skipped. They felt that these interruptions were wasting their time and were particularly annoyed if the ads were unexpected or poorly timed during the show...”
Qualitative
“Ads that you can't skip, I feel frustrated and like it's just wasting my time”
“this is equivalent of toy commercials during kid’s programming and candy on the checkout aisle at kids' eye level”
“shoppable content is inevitable as media and merchandise converge...soon fans will appreciate early access and exclusive deals and immerse themselves in their in the favorite stories and characters”
Quantitative
73% prefer Subscription services over cable, satellite and network TV
85% of those with Ads would not pay more to remove them
90% of users are less tolerant of ads than they used to be.
The rest were neutral.
Empathy Map
We learned to analyze prime users more deeply through crafting empathy maps, aiding in the creation of personas and target audience understanding. This process helps us better empathize with users' experiences and preferences, guiding our product development efforts more effectively.
Understanding User Feelings
User preferences and behaviors
• Users prefer personalized content and dislike disorganized choices.
• Some users make purchases while watching shows.
• Users tend to subscribe to multiple services but rarely more than three or four.
• Users rotate services to access different programming.
User frustrations and disappointments
• Users feel disappointed and cheated when content is removed or policies change.
• Users feel frustrated by ads and find them disruptive.
• Users feel like they are wasting time when they can't find something to watch.
• Users feel cheated when they don't feel they are being fairly treated.
Subscription value and convenience
• Users feel that paying for a subscription gives them more convenience and control.
• Users prefer paying for platforms with strong content and opt for ad-free subscriptions.
• Users appreciate the additional benefits of subscription services like Amazon Prime.
Advertising and interruptions
• Users find ads annoying and prefer ad-free experiences.
• Users skip ads when given the option.
• Users are bothered by interruptions and find them disruptive.
Influence and recommendations
• Users are influenced by recommendations from friends and family.
• Users explore new shows based on recommendations.
• Users may make purchases based on products featured in shows.
Affinity Mapping
Findings
As we organized our findings of the research we did, from surveys, interviews and secondary research, we grouped similar findings into categories so that we could understand the areas of concern. As we discover new things, we will add them to the map, and may decide to use it in the future to confirm concepts in the Ideation Phase.
Persona Definition
Designing for a global user base
Designing for an extremely large diverse user base like Amazon Prime is challenging:
The typical user is ‘everyone’
We decided to focus on a subset of the market with a strong desire to purchase, based on our research
a Millennial mother (Emily) and a GenZ male (Stuart)
Emily prefers traditional eCommerce app experiences
Stuart values control of interactive experiences on his phone
The design process involved exploring two flows based on these personas and analyzing their synergies and differences.
Our Personas:
Emily and Stuart
Meet Emily
Age 35 (Millennial)
Young mother
Concerned about appropriateness of content, especially with children
“I may not stick to one brand, but I always stick to what works best for me and my family.”
Meet Stuart
Age 25 (GenZ)
Single, Engaged
Likes convenience and control - and nice things
“As I settle down in life, I am less tolerant of distractions. I have landed a good job and I’m planning to settle down. I know I’m going to have lots of expenses coming up.”
Persona Preferences
User Journey
Pain Points
Unwanted interruptions: Full-screen, un-skippable ads are not working for them
Lack of Control: Users pay subscription services for choice and convenience to watch what they want, when they want
Frustration at rising subscription costs without getting any more advantages
Feeling of getting forced to do something which is not their choice
The Problem Statement
Amazon Prime subscribers need a way to seamlessly purchase items related to their favourite shows so they can enjoy shopping without interrupting their viewing experience.
How Might We...
Something we learned
from the Define Phase IterateUX Webinar
For each Problem Statement (the what) come up with several How Might We? statements (the how).
This encourages the team to come up with different approaches to addressing the problem.
Ideate
Crazy 8’s
We conducted a Crazy 8’s exercise, sketching 8 ideas in 15 minutes, followed by explanations from each team member.
We identified common themes and listed popular functions, then utilized a voting system to mark the functions best suited to address the Problem Statement with stars.
Using mobile phone to control TV
AI search for products on screen
Points for buying merchandise
Push product suggestions & offers to user after watching show
X-Ray like feature focusing on product placement
VR Headset place ads and products beside the screen
Product notification products based on shows
AI Assitant
Search by listening
Radar
Movie Anatomy
Notified later using AI search
Search with remote control device
Search with voice recognition
Movie anatomy
Features
A companion mode to help users seamlessly find products featured onscreen while watching shows
A new feature to help users find & purchase products instead of pushing ads at the user
Integrated AI image search to find items in the Amazon catalog similar to those seen on screen
Seamless vendor push of related product deal suggestions to the user
Wireframes
Prototype & Test
Usability Test
Through moderated user testing with 8 participants, we analyzed the effectiveness of our two flow prototypes and evaluated the usability of our solutions. We conducted tests to ensure that our new features provide a satisfying user experience, ultimately aiming to validate and improve our design decisions based on user feedback.
Goals
By gaining insights into user interactions and perceptions, the testing aims to ensure a seamless and satisfying user experience.
Participants
8 Amazon Prime Video members
Task
Open the Amazon Prime Video app, and find the new feature called “MERCH” to explore interesting topics and products related to the show.
Explore topics related to the show.
Find a product or item that interests you within the show.
Add the item to your wish list.
Purchase the product
Usability Feedback
Questions:
What aspects of the prototype do you think work particularly well, and what areas could be improved?
Is there anything specific that would make you more likely to use the product in the future?
Success Metrics
Test Metrics
Rate of Success:
33%
% of participants who completed the task successfully with no errors
Number of errors:
17
#errors participants make to complete the task
Time on task:
3 min Flow 1 (TV)
4 min Flow 2 (Mobile)
How long does it take to complete the task
Satisfaction rate:
3.4 / 5
How easy or difficult it was to complete the task
Iteration
Brand Design
Merch
M
M
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Design System
