Amazon Explore
Virtual Group Experiences
Contribution
PLATFORM
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.
Areas of Ownership
Identified three primary problems with 1:1 experiences.
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.
Problems
Identified three primary problems with 1:1 experiences.
Customer Survey
From a launch survey, 78% of customers would "love to experience this. with friends and family"
Price
Private experiences have also come at a premium price, making them too expensive for customers (62% of responses).
Seller Growth
The 1:1 nature of Explore has also restricted seller growth
Why?
1. Low Conversion on Mobile
Conversion 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.
Understanding the problem
1. LEARN
Find out how customers use and interact virtually
Seeing the both the issues and stresses related to virtual dating will help provide insight into problems and possible solutions.
2. DEFINE
Understanding target market
This will help find what motivates and frustrates users. By identifying the target market will help to better understand and deliver a tool to fill users needs.
3. DESIGN
Building a solution
From our findings we can start to evaluate and build a product to fill those needs.
4. TEST
Validating the designs
Determining the success of the tasks that will include defining certain metrics(KPIs).
Success Criteria
1+
4.5
Defining Goals
50%
+150
+280bps
80nps
The Journey
2. In-Session Experience:
- Desktop (customer)
- App (host)
1. Detail Pages
IA Restructure
From our booking goals, and over 70% of our traffic coming from mobile devices, there was an opportunity for me to restructure the detail page information for content above the fold.
BuyX Design System
Worked with the BuyX design team and identified existing Amazon design pattern's for possible solutions.
Twister variations allowed for low tech debt, preexisting customer mental models and scalability. This, however, was not unique to the Explore service and added additional external dependencies.
Issues
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
- Operating Systems Supported - iOS & Android.
- Browsers Supported - Chrome and Safari.
- Tablet Models and Makes Supported (future).
Final Designs
These are the final designs that were shipped.
Wireframing
Went through different ideas and iterations for booking a group experience on detail pages.
Iterations
I prototyped three different directions, including the twister variation, and worked alongside marketing to test with internal customers with 50% preferring option 3.
Final Designs
These are the final designs that were shipped.
Results
Revisiting the success metrics
+6
4.7
Results
Revisiting the success metrics
-67%
+203
+38bps
86 NPS
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