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Amazon - Mobile live streaming
Amazon Explore
Mobile Live Streaming
ROLE
Lead Designer
MY TASKS
Research
Wireframing
Usability testing
High-Fidelity Designs
Time
2021 - 2022
About
Amazon Explore is an interactive livestreaming service that allows you to learn, shop and discover new places right from the comfort of your home.
The Problem
Since Explore Public Beta launch, we observed a gradual increase in the share of traffic we receive from mobile devices vs. laptops and desktops. In Q4, 76%+ of all Explore traffic came from mobile (mWeb and mShop). Despite the increasing traffic, the Detail Page Glance Views to Bookings (GV2B) conversion on mobile is low, 0.56% in Q4, as compared to 1.71% on Desktop. A key reason is that our customers do not have the ability to consume experiences on their mobile device. By enabling consumption of session on mobile we, conservatively estimate at least a 40% improvement in our GV2B conversion rate.
Areas of Ownership
I was responsible for the end-to-end experience for customers booking an experience via mobile device. This included the specific areas of the booking funnel below.
Explore Marketplace
This included the Explore storefront, search, filters and detail pages.
Pre-Session
Helping customers get ready for their livestream with a dedicated detail page.
In-Session
Entering into a livestream via mobile device browser from the detail page.
Post-Session
Storing customers photos and purchased items after their live session.
Why?
1. Low conversion on mobile
Converstion on mobile was .56% compared to 1.71% on Desktop. A key reason is not being able to consume experiences on mobile devices.
2. Traffic
76%+ of all Explore traffic came from mobile (mWeb and mShop).
3. Post-session survey
58% of survey respondents indicated they would like to consume experiences on a mobile device.
Success Criteria
There will be two key criteria to measure the success of this feature.
1+
Successful completion of more than one session on mobile.
4.5
Achieving a T4W CSAT of 4.5 in 3 months post launch.
User Journeys
I made user journey's for the current UX and what that looked like on different browser types and operating systems.
Explorations
Started to explore different directions we could take the mobile experience with low-fidelity mockups.
Issues
Limitations for mobile consumption.
Amazon App(mShop)
- Cannot launch an Explore experience directly from the Amazon App (mShop).
- Cannot link directly to outside browser or give direct content redirecting customer from browser to mShop (legal).
Supported Devices & Browsers
- Operating Systems Supported - iOS & Android.
- Browsers Supported - Chrome and Safari.
- Tablet Models and Makes Supported (future).
Legacy Workaround
Had to work with legacy messaging to educate customers on browser and OS limitations.
Final Designs
The following designs shipped publicly to everyone across the world.
Results
Revisiting the success metrics.
+6
Successful completion of six sessions mobile during testing.
4.7
Achieved a T4W CSAT of 4.7 post launch.
