Free Trial 14 - Amazon Prime onboarding
Designing New Prime member's First 14 Days
Welcome To Your Prime Free Trial
| Project Type : Onboarding Experience
| Time : June - August 2017
| Role : Visual Experience Design Intern
| Skills : Visual Design, Wireframing, Content Strategy, User Testing, Quality Management
| Tools : Sketch, Adobe Photoshop, Illustrator
| Result : Launched & Globalized (US, FR, IT, SP)
Over the summer of 2017, I worked and played in Seattle as a Visual Experience Design Intern, a counter part of UXD in visuals, at Amazon. Joining Global Prime Experience Team, I was privileged to work with my manager Dan Fuller, my mentor Rohit Agrwal and many other talented UX/VX designers, researchers and marketers.
I also had an amazing opportunity to launch and globalize an on-boarding series for Prime Free Trial members during their first 14 days of the membership.
Here's part of my design process with the project, but If you'd like to know more about my internship experience and my learnings. I am more than happy to chat!
Customer Pain Point/ Problem
“I don’t know how to get started.
... nothing happened when I clicked on ‘Amazon Prime’ ... Scrolling through isn’t telling me anything, either. I guess I’ll just type in ‘Amazon Prime’ in the search box and see what happens.”
It all started when we found out that there was a customer's need for benefits awareness and site navigation to membership information through usability lab. Existing experience did not provide customers any signal that they've enrolled to the membership, so the customers were often confused of what they have signed up for and how to start using their benefits. This led us to an opportunity to provide an onboarding series.
A Simple Happy Path To Guide New Customers
To solve our problem I suggested a depth of scope including welcome email and a separate page that customers can always re-visit for information. Before this turn around, our partner team's initial plan for the project was to increase the visibility of the prime benefits during the free trial period using Amazon's homepage as it's platform.
Throughout the process, I was partnered with a marketing team, iterated and gained insights internally and presented in font of stakeholders to expand the scope as it was necessary to build up customer journey.
The bottom left is a wireframe of the initial plan, and the right is the proposed and final wireframe of the project.
- Focus was on making effective use of homepage real-estate & focus on customer journey
Engaging Customers With Clear Visual Design
To visually speak to new customers our welcome message stand among other product informations on homepage , my focus as a visual designer was around keeping the balance between brand integrity and to provide a refreshing look to the customers.
At this stage, I worked closely with Prime brand manager, internal designers as well as Art directors to understand our teams goal and to meet design standards.
In terms of accomplishments, Free Trial 14 successfully launched over four different countries around the world (US, FR, IT, SP) and all the design assets were left for use in further productions. Personally, I developed an eye for higher standards, backbone to defend my design with data and logic, and (taking over Amazonian spirit) an obsession over my customers.
While I'm super excited to say that FT14 is making the positive impact to our customers life the most valuable asset that I gained through this internship was getting to connect with the top tech designers that I looked up to. Thinking about it, it still feels unreal but when I look at myself in the mirror, I know I'm a different person than I was before working at Amazon, and I know it happened (I know--cringe. hehe).