Instant Pickup on Amazon App
Supervised user research, ideation and design of "Instant Pickup" enabling customers to order online from a curated selection of hundreds of convenience items available immediately at nearby Amazon Campus Pickup locations.
Customer Problem
Customers were asking for a way to engage with Amazon to buy items on the spot during their visit to Amazon Campus pickup locations.
Business Goal
Use existing resources and experience to enable customers to choose and buy hundreds of convenience items during their visit to Amazon Campus pickup locations.
Final Impact
1. Rate of customer conversion reached 28% during Q1 2018.
2. Downstream impact on Prime and Student Prime.
3. Shortest order fulfilment time in Amazon's history (1 minute 23 seconds from order to delivery)
My Role + Team Credits + News
My role: Led UX design process & creative direction, design reviews, cross-team collaboration and alignment.
Credits: Tine W (UX Design),
Carlye C (UX Design),
Peter P (Visual Design)
Press Coverage:
CNET,
Reuters,
CBS,
Arstechnica and
CNN
Design Phases and Customer Goals
Instant Pickup (IP) was conceived in 2015 and overall design and development of various modules was spread over four phases from 2016 to 2017.
Enable customers to discover and add Instant Pickup items to their current pickup while waiting at Amazon Pickup location.
Enable customers to browse categories and buy Instant Pickup items on Amazon Mobile App.
Enable customers to search and buy Instant Pickup items anytime on Amazon Mobile App.
Enable customers to change their location dynamically to shop Instant Pickup items while traveling.
Phase I - Instant Pickup Upsell Widget
Goal - Enable customers to browse and add Instant Pickup items to their current pickup while they're waiting at Amazon Pickup location.
Step 1 - User Research & Analysis Through Empathy Mapping
Finding - Customers wanted to utilize waiting time for their pickup in doing something meaningful.
Finding - When bored while waiting, all customers turned to their mobile devices, which indicated that Instant Pickup needs to be on mobile.
Step 2 - Paper Prototyping
Step 3 - Final User flow of Instant Pickup Upsell Widget
Phase II - Instant Pickup Browsing Experience on Amazon Mobile
Goal - Enable customers to browse categories and buy Instant Pickup items on
Amazon Mobile App.
Since we were using UX and Visual Design patterns from Amazon Design System, we
skipped paper prototyping and wireframing, and created final designs.
Phase III - Search Integration
Goal - Enable customers to search and buy Instant Pickup items anytime on Amazon Mobile App.
Step 1 - Brainstorming and Ideation
Step 2 - Paper Prototyping
Step 3 - Final User Flow for Search Integration in Instant Pickup
Phase IV - Dynamic Location Selector
Goal - Enable customers to change their location dynamically to shop Instant Pickup items while traveling.
Step 1 - Brainstorming and Ideation
Step 2 - Final User Flow of Dynamic Location Selector in Instant Pickup
Design Deliverables
Selected samples from actual deliverables (Functional and visual specs as well as design assets), which we created for development.
