Kristina Lum
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Amazon Live Customer Experience

Amazon Live Customer Experience

Role: UX Lead

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Amazon Live helps customers find inspiration, discover products, interact with creators, and make buying decisions, through shoppable live video

Amazon customers find Live through ingress points across Amazon. Most of which include autoplay video and a selection of featured products. Once in the experience, customers can browse live content and interact with creators. 

The experiences I design directly impact our team metrics and goals.

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Customer: Amazon Shoppers

Amazon Live customers skew younger and make slightly more income than the average Amazon shopper.

Mobile Customer Journey Overview

Problems with Browsing and Viewing

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  • Live content was hidden in carousels and duplicated.

  • The page was not personalized or organized.

  • There was no way to get reminders.

  • Chat was not visible on the main view of the player.

  • The player did not allow creators to stream vertically.

Business Goals

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  • Modernize the UX to improve content discovery and depth of engagement.

  • Improve content ranking and introduce personalization.

  • Accelerate the follow flywheel. ($0.79 OPS/view vs. $0.52 ALH average for customers watching who they follow.)

Research

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One of the best ways I have to understand what customers are thinking, is the chat tracker. This is how I found some problems such as customers wanting to know when creators will stream again.

Additional Research:

• Creator Success Team Interviews 

• Voice of the Customer Meetings

• 1:1 Conversations with Influencers

• Meetings with Twitch UX and PMs

• Internal and External Benchmarking

Design: Process

I ran several usability tests with a working prototype. I also shared the improved experience with some of our top creators to get their feedback.

Additional Design Processes:

•  Refining requirements and Phasing with PMs

• Virtual “Design Studio”

• Amazon “Walk the Store”

•  UX Reviews with other Amazon Teams

• Usability Testing with Influencers

• Usability Testing with Usertesting.com

• Amazon Live Team UX Reviews

• Iterations based on Feedback

• Hand-Off to Dev in Zeplin 

Design: Iterations

For the Home Page, the story-like circles did not work because they drove away from Amazon Live. As for the player, I found through usability testing, that more meta data helped customers make a buying decision.

Design: Prototype

Outcomes

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• Live content is in a feed making it more visible

• The page is personalized and organized

• Chat is visible at all times on the player

• The new player UX will scale to vertical video

• Upcoming livestream reminders is launching soon