Amazon: Elevating User Experience & Engagement of Prime Video

 

Project List

 
 
 
 

** Please note that most projects with Amazon Prime are confidential and have not been authorized for public disclosure. **

 
 
 
 

My role

Senior UI/UX Designer at Amazon Prime Embedded Team / 2022 - 2023


Team

Collaborated closely with Art Director, Motion Designer, Developers, Client Partners, UX writer and Creative Executives from Amazon Team

Tool

Figma, Adobe Creative Suite, SharePoint, Asana, Slack, Chime, AWS, / Macbook Pro 16

 

LEFT FIELD LABS × Amazon Prime

As a Senior UI/UX Designer, I collaborated extensively with the Amazon Prime team, contributing to a variety of large-scale projects aimed at enhancing user engagement. My work involved driving initiatives that encouraged users to click on shows, sign up for Prime Membership, and seamlessly navigate to shop on Amazon. Notably, I played a significant role in the launch of the Citadel (2023) marketing campaign and contributed to projects for shows like The Boys Series and Gen V.

My responsibilities included crafting impactful user experiences for these shows and spearheading the redesign of the show pages on Prime Video. Additionally, I conducted research to conceptualize an AR App service designed to enhance user engagement and interaction via smart devices. Alongside these shows, I designed a show archive platform for Amazon's internal teams.

Overall, my involvement in these projects created meaningful user experiences for over 200 million global users, helping them better understand and enjoy Prime's extensive offerings.

 

** Please note that most projects with Amazon Prime are confidential and have not been authorized for public disclosure. **

 
 
 
 

Amazon Prime Video

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Citadel: Powering Customer Experience Project

 

Key Design Solutions for Prime Video UX

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  1. Initiative Launch Module to Boost User Engagement and to Drive Discovery Prior to Release

The initiative module idea is proposed to enhance pre-launch user engagement and and facilitate show discovery and exploration ahead of the official release. By providing early access to select features, we aim to create a more tailored and satisfying user experience. This proactive approach would help ensure a successful and well-received launch.

 

2. Classified Show Information to Attract User Expectation and to Fuel Fandom After Release

The classified module is designed to heighten user anticipation and fuel fan enthusiasm during the show after release. By strategically releasing exclusive details, behind-the-scenes content, and sneak peeks, we engage the audience and build excitement leading up to and during the broadcast. This approach not only enhances the overall viewer experience but also strengthens fan loyalty and creates a more immersive and interactive show environment.

 

3. Optimized Mobile Experience for Exploratory Content

The enhanced mobile service enables users to interact seamlessly with the show. Viewers can scan a QR code while watching to access exclusive content and shop items featured in the show. This integration enhances engagement, allowing users to explore and purchase products directly from their mobile devices, creating a more immersive and interactive viewing experience.

 
 
 

4. Simplified User Journey to Shop ‘The Show’

The ideas and modules were designed to increase user engagement on the Amazon platform. By streamlining the shopping experience for items featured in the show, users are encouraged to spend more time on platform and led to explore more about the show. This seamless integration also facilitates natural access to other Amazon features and services, such as Alexa and FireTV, strengthening overall user interaction and satisfaction by providing convenient experience.

 

5. Features of Interactive Heat Map & Timeline / Immersive 360º / VR BTS Video & 3D Set Tour to Keep Users on Platform

The interactive heat map, timeline, immersive 360, VR video, and 3D set tour modules aim to captivate all the viewers and fans by providing an engaging, immersive experience. This features allow users to explore exclusive content, such as detailed set tours and behind-the-scenes footage, giving them a deeper connection with the show. Fans can continue to enjoy and interact with this additional content even after the show's launch, ensuring prolonged engagement and retention on the platform.

Interactive Heat Map

Interactive Timeline

 
 
 
 

Congrats to our Amazon team! We just shipped our pre-launch support for Citadel. You can see the work on the Explore tab at this link. Shoutout to Sean, Galo, Josh, and Jenna for the massive work here for getting and crafting by using the CMS limitations as a way to play into the ‘classified spy’ stoylines. Batman, shoutout to you for QAing an impressive number of devices and mind boggling number of localized assets for this title. Thank you all for the hard work here.

 
Jenna