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.
Approach
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.
User Journey
The user journey was created in an online whiteboard with the Project Manager.
Problem Solving and Solutions:
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.
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).
Below is the page as of Q4 2021.
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.