I analyze the customer feedback from Prime Day 2017 and 2018 along with the research lead, to understand gaps in the event experience. Based on the customer feedback, I created a set of core customer requirements and business intents for the event. These were used as guiding principles followed by all teams to build towards the same goal. Country teams were able to do the same, yet use strategies that worked in their locales.

User research from Prime Day 2016 and 2017 showed that customers weren’t confident about when the event was, when it started, and how long it lasted. Through user studies, I tested and validated a "Counting down" concept, which was applied to the overall marketing strategy for Prime Day.

Event day research showed a noticeable improvement in event awareness over Prime Day 2017 and 2018. The countdown timer is still used as a great mechanism to create anticipation for new events such as Thursday Night Football.

We added a "Get Ready for Prime Day" section to the Prime Day page, highlighting steps customers could take to get the most out of their Prime Day experience, and boost engagement of high value actions. These included Signing up for Prime, Enabling deal notifications, Adding items to shopping lists and more.

Usability participants responded positively to this section in user studies. The section saw a high level of customer engagement (11.5% avg. CTR) through the pre-Prime Day period for 2019.

I proposed an enhancement to the inline search suggestions that let customers search for Prime Day deals. We also influenced the search strategy to scope the deals search to Prime Day to allow for easy deal discovery.

We introduced a Prime Day deal badge throughout the shopping journey as a visual way for customers to identify deals. Adding reciprocal ingresses leading to the Prime Day deals page at key events provided breadcrumbs for customers to quickly jump back into deal shopping.

Our research showed that customers found it difficult to get to deals that were of interest to them. Partnering with the deals team, we launched a deal navigation solution that displayed deal categories on the Homepage and Prime Day page. The category carousel replaced upcoming deals card on mobile showed an higher CTR of 12.8% in 2019.

I influenced the design direction of the Amazon Live experience, which was the first ever video format shopping experience for Prime Day. I proposed design enhancements to maintain event awareness, added deal badging for visibility, and matched the celebratory look-and-feel of Prime Day. The experience provided higher visibility for top-tier deals, and offers through the shopping event.

Amazon has a multitude of different tools that provide behavioral metrics such as scroll depth, dwell time, and click through rates in isolated forms. I overlaid these metrics on top of event experiences to generate insights for future decision making.

Through Prime Day we proved the effectiveness of a learn and iterate strategy that spanned a year. I presented a proposal to our leadership to apply the same mechanism at a higher frequency, spanning all high velocity events (Black Friday, Cyber Monday, Christmas, Back to School) to create an insight flywheel.