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Amazon - Mobile live streaming
Amazon Explore
Virtual Group Experiences
ROLE
Lead UX Designer
TASKS
Research
Wireframing
Prototyping
Validation Testing
Time
2020 - 2021
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.
Overview
When launched, all Explore live sessions were shared between a single host and a single customer(1:1). Group experiences(1:Many) will enable 1 host to lead up to 7 customers in a shared group session. Since a single session is shared between ‘many’ customers in this model, I expect the price of the session for each customer will be lower than in a 1:1 model. Lower prices are expected to drive customer growth and increase revenue for sellers.
This was a large scale project with work across different areas of the Explore marketplace.
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.
Defining Goals
Measuring our success with group experiences.
50%
Price reduction for experiences.
+150
Additional group experiences added.
+28bps
Increase in traffic and booked sessions.
80nps
Enhanced customer experience.
The Journey
I will take you through my design process for:
- Detail Pages
- 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.
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 our success metrics.
-67%
Goal: -50%
Average list price of $16.58.
+203
Goal: +150
Additional group experiences added.
+38bps
Goal: +28bps
Increase in traffic and booked sessions.
86 NPS
Goal: 80 NPS
Enhanced customer experience.
