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Amazon
Team
Prime Gaming UX & Product
Role
UX Designer
When
May - Aug 2024
Overview
Instant Sub is a Prime Gaming (PG) feature on www.twitch.tv for Twitch viewers to learn about and use their free Twitch subscription, which is included with their Amazon Prime membership.
The modal on Twitch is a PG-developed modal launched in 2018. In May 2024, the modal generated 500 MM impressions with 339 MM clicks (68% CTR). However, of the 125 MM users who saw the CTA, only 135K subscribed (0.1% conversion).
The Problem
- Users struggle to actually claim their sub.
- Users think they need to spend extra money.
- Users don't know if their sub is available now.
(Before) Prime Gaming extension for users use their free sub
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(Before) Standard journey to use their free sub
Designs
Signed-In User - Sub is Available
Sub Success Animation
Signed-In User - Sub is Not Available
Signed-Out User
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Signed-In User
Results
UX Impact - Metrics
- Increased conversion from 0.1% to 3.1% (+3,100%)
- Increased visits to PG's Twitch Hub page by +5%
UX Impact - Process
Research & User Testing
I consolidated insights on the existing UX to identify user pain points.
Design System
I adapted the Twitch design system to create a consistent design that impacts conversion.
Data-Driven Design
I leveraged A/B testing to validate hypotheses and present to stakeholders as data.
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