Unified Landing Page (2017 -2018)
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Supervised
the design of a Unified Landing Page (ULP) to help transition Campus Pickup program to a general service for
population in metropolitan areas around the globe. The ULP replaced 33 individual Campus Landing Pages (CLP)
tied to existing pickup points.
A newly designed Unified Landing Page on Amazon web and mobile web.
Customer Problem
1. Unable to discover separate landing pages for each of 33 pickup points.
2. Manual customer opt-in to use Campus Pickup at one location at a time.
3. Customers were not able to use other pickup points anywhere else.
Business Goals
1. Build a central page to eliminate redundancy and save bandwidth.
2. Eliminate manual customer opt-in by dynamic geo-targeting.
3. Enable customers to use any pickup point around the globe.
Impact
1. Team effort to launch new sites decreased by 27%
My Role + Credits + Link
My role: Design direction, reviews, UXD coaching, planning, budgeting and approvals for user
testing, UX - PM alignment.
Credits: JC
Chhim (UX + Visual Design), Carlye
C (User Research)
Link: https://www.amazon.com/ulp
Design Process
We followed an iterative design process and conducted user research to inform our design and messaging decisions for Prime and Non-Prime customers.
User Research and Synthesis
Conducted user research with 60 participants in Seattle, Boston and Chicago to uncover areas of concern with campus landing pages.
Wire-framing and Iterations
Created wireframes of new landing page using Amazon UI guidelines to review with other stakeholders and test with customers.
Interface Design
Created user interface design to cover all use cases for Prime and Non-Prime members.
Design Delivery and Dev Support
Delivered design specs (redlines), UX flows, visual assets and provided design support for the development team.
User Research and Synthesis
Goal - To understand the mental model of current and new customers of Amazon Campus Pickup points in metro areas and synthesize data using Grounded Theory Analysis to inform design decisions for Unified Landing Page.
Key Findings with Existing Customers
1. Customers wanted to access all information centrally.
Key Findings with New Customers
1. New Customers