Amazon2

Amazon

Team

Prime Gaming UX & Product

Role

UX Design Intern

When

May - Aug 2022

Overview

I joined Amazon's Prime Gaming (PG) team in Summer 2022 as a UX Design intern. As part of the 12-week internship, I led a project about re-designing the first-time user experience (FTUE) on PG's website.

I delivered a finalized new FTUE on mobile for PGHQ which aims to more clearly communicate the value and benefit of PG to first-time visitors.

The Problem

It is difficult for first-time visitors of PGHQ to understand the value of what PG offers.

(Before) Landing 'About' Page

Usability Tests & Findings

I conducted a usability test with the (before) experience for first-time users to learn about our user's impressions. The usability test consisted of 7 individual moderated sessions of completing simple tasks.

"I like the small webpage because it keeps it clear and concise."
‍
"I feel like it could sell me the product more and advertise what game categories it had."
‍
"I like this one more than [XBoX] Game Pass, because it is shorter. I don't see it as overwhelming or too much."
‍

Designs

Sketches

Usability Test

I had the chance to test the designs with real first-time users. The usability test consisted of 5 individual moderated sessions with 5 first-time users who had never seen PG and were passionate about videogames.

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

Usability Test Design

Usability Test Learnings

Inaccessible Copy

The view of the Rewards section was too tall for most devices. The top-most text, which was intended to change when users clicked on different buttons, could not be seen.

Limited View of Offers

Some users did not try to click certain buttons, and therefore only saw the "Games" content. This created a barrier which prevented users from learning about most of the rewards.

Conflicting CTAs

Many users were confused with the "Try Prime" and "Explore Games" buttons - which one they are "supposed" to click. Most of the users did not want to sign up for Prime, but instead just wanted to learn more, suggesting that "Try Prime" might not be an appropriate CTA.

Iterating

More Sketches!

Solution

Final Design

Results

What I Learned

Customer Obsession

During my internship, I learned Amazon’s principle of customer obsession. I learned to use user research to understand the needs of our customers to deliver a product that helps people understand the value of a product. This involved approaching problems with empathy, prototyping and testing, and iterating based on feedback. An iterative process which prioritizes the customer--observing how they interact with the app, asking about their thoughts and emotions--is essential to improving their experience.

Think Big

Instead of treating the intro page as a passive entry point, I reimagined it as a strategic launchpad—highlighting key actions users could take immediately, based on their intent. This shift transformed the page from a gateway into a guided experience.