Developing a Value-Based Shopping Experience
Overview:
I led the UX development of "Meet the Launchers," a customer experience focused on value-based shopping within the cross-category retail program. This initiative aimed to showcase entrepreneurs and small sellers, particularly those from underrepresented backgrounds or those with value-based mission statements.
Challenge:
Our goal was to support sellers and amplify their brands while resonating with our diverse customer base. The solution required scalability, sustainability, and alignment with Amazon Launchpad's vision.
Project Info:
Role: UX and Visual Designer
Project date: 2020-2022
Platform: Amazon website and app
Team: Amazon Launchpad
Approach:
Customer Survey
Competitive and Comparative Analysis
User Journey
Wireframe
Product Analytics
Iterative Design
Results:
Had 50 brands with 6 value categories (Social Good, Women-owned, Black-owned, Latinx-owned, Family-owned, Sustainable). The content strategy was successful, and we saw consistent growth in customer engagement and overall CTR.
Problem Solving and Solutions:
Our approach was grounded in research, empathy, and strategic planning
Customer Survey: A comprehensive customer survey revealed the resonance of value-based shopping with our customers and its potential to enrich their shopping journey.
Competitive and Comparative Analysis: We examined existing value-based shopping programs within Amazon, like Handmade and the Small Business Team, to glean insights into effective layouts and messaging.
User Journey Mapping: Collaboratively, we mapped out the user journey to ensure a cohesive and engaging experience.
The path was paved with challenges, and each challenge was met with thoughtful solutions
Problem: Flexibility and Maintenance of Customer Experience
Solution: Through A/B testing, we curated resonant content. Empowering non-design team members to update content balanced adaptability and ease of maintenance.
Problem: Content Quality and Awareness
Solution: Collaboration with PR and Legal departments ensured socially conscious content. Regular content audits upheld high standards.
User Journey
The user journey was created in an online whiteboard with the Project Manager.
Design Iterations and Results:
I worked with the Project Manager in a white boarding session and decided on the wireframe shown below.
I then created a high fidelity mock ups in Sketch before final asset hand off.
In collaboration with the Project Manager, we transitioned from wireframes to high-fidelity mockups, yielding tangible outcomes.
Seller Stories Directing to Single Products: We linked seller stories to individual products to avoid disruptions due to stock-outs, ensuring a seamless shopping experience.
Inclusion of 50 Brands and 6 Value Categories: We spotlighted 50 brands across 6 value categories, spanning Social Good, Women-owned, Black-owned, Latinx-owned, Family-owned, and Sustainable.
Successful Content Strategy: The content strategy consistently drove customer engagement and click-through rates (CTR).
Impact and Future Considerations:
The project bore several achievements:
Alignment with Cultural Events: Our content seamlessly took part in Amazon’s cultural events, leading to heightened seller conversion rates.
Positive PR and High-Traffic Features: Featured sellers during cultural events experienced notable conversion spikes on high-traffic pages.
Positive PR Vehicle: The value-based shopping experience emerged as a robust PR catalyst, amplifying entrepreneurs, Launchpad, and Amazon.
