UX designer

Contextual Prime sign up

Making Prime sign-up experience context aware
Overview
I designed a standardized, customizable framework that provided the ability for partner teams to create contextual Prime sign-up experiences, while elevating benefit awareness.
My role
UX Designer
Key stakeholders
Product, Marketing, Engineering
Year
2016 - 17
Gaps and pain points
Low Prime benefit awareness
Research studies showed that vast majority of our customers knew only about the Prime Two-Day delivery benefit, but not about others like Music, Video, and Reading.
Transactional in nature
The sign-up experience was very transactional, and did not adapt to the customer's context.
Tough to learn about our customers
The sign up experience was developed in isolation by benefit teams, lacking a baseline for teams to evaluate the experience against.
Design goals
Refresh and inform
Create a refreshed, new experience to inform customers of Prime benefits and encouraging them to sign up.
Consistent yet scalable
Design the experience to be consistent across acquisition touch points, while providing flexibility for customization, and content testing.
Transparent
The solution should provide customers with full transparency, and be legally compliant.
High-level design direction
I started with high-level wireframes solutions that I presented to our Product partners, and benefit partner teams. I also met with the engineering team to evaluate the feasibility of the proposed designs. This ensured there were no surprises, and allowed the teams to critique, as well as bring up any concerns.
I used a bottom-sheet pattern for mobile, and modal on desktop to prevent the customer from getting disrupted from the task at hand. The controls on the page ensured customers understood what payment method would be charged, and when it would be charged.
Bottom sheet sign-up CX
Modal sign-up CX (Desktop)
Takeover CX
Developing design guidelines
Once teams aligned on the high-level design direction, I developed guidelines to use the newly created sign up experience. This was used as a standard reference guide for partner teams on-boarding to the unified sign-up experience.
Finalized experience
In-context sign-up
Contextual takeover experience
Outcome & Impact
  • The experience was launched as part of an on-going program that required partner teams to on-board in an effort to bring consistency across acquisition touch points.
  • The Prime marketing team was able to test different benefit offering and language and optimize the sign up experience.
  • The experience enabled easy and seamless acquisition for multiple programs such as Prime Exclusives, Prime Music, Kindle and Prime Day.
See more
Amazon One
Prime Day image
Prime Day
Let’s get in touch!
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© Nikhil Devlekar 2023