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Amazon Prime Video • 2022
Redesign of the Prime Video television experience
Prime Video set out to be the world's most loved premium subscription video service, starting with a redesign across mobile, desktop and television experiences.
Project Overview
The Prime Video redesign was a 2 year focus across the entire Prime Video studio. In order to keep up with competitors and retain customers, this redesign focused on improving the discovery of content, helping customers quickly and easily understand the offers, improving the aesthetic, and simplifying the experience. This case study outlines the process and strategy for offer clarity; helping customers quickly and easily understand the offers.
My contributions
I drove multiple initiatives across the redesign including the strategy and design for offer clarity, designing the store experience, creating a framework for artwork improvements, and scaling experiences across all third party devices. Throughout these work streams I navigated strategy and direction with leadership, collaborated with engineers through animations and fallback approaches, and executed various approaches for visual and interaction design.
From 2019 to 2020, quantitative and qualitative research were conducted to understand the biggest problems customers were facing when using Prime Video across all devices. Offer clarity was a common issue for customers that not only led to a bad experience, but affected their usage of the service and ultimately, trust.
Problem
There are more than 175K titles World Wide that are available for rental or purchase and over 200K channels World Wide in the catalog. Providing access to this content has resulted in a mixed-entitlement experience that is a major source of customer frustration and erosion of customer trust.
This resulted in a decrease of customers ability to understand Prime Video's offerings and an increase in the number of sessions customers were abandoning before streaming.
1. Included with Prime
Content that is free to watch with their Prime membership.
2. Rentals and purchases
Content that customers need to pay for in addition to their Prime membership in order to watch.
3. Ad-supported
Content that is free to watch with their Prime membership, but has ads.
4. Channels
3rd party channel subscriptions that customers can subscribe to and need to pay for in addition to their Prime membership.
Hypothesis
By ensuring customers understand our offers, are able to easily tell which content they are entitled to and which costs extra, and feel in control of the offers that they see, we can help customers find the right content for them, increasing the usage and trust of Prime video.
Visual cues
Introduce visual cues that are consistent throughout the end-to-end experience, helping customers easily tell which content they are entitled to and which costs extra.
We learned that entitlement clarity works best by combining 2 or more of elements (colors, icons, images, and text) as a single element in isolation wasn't enough for comprehension. Color coded entitlement cues on content had shown strong engagement in past experiments, but found that it added visual noise, making it harder for customers to focus on the content itself. A balance was found between color, icons and text helping customers easily determine entitlement of the offers without overpowering the content.
Navigation
Break out navigation to match offer types, only showcasing unentitled content when a customer shows intent, helping them feel more in control of the offers that they see.
Majority of customers are coming to Prime Video to find content to watch that's included in their subscription. Customers only rent, buy, or subscribe for specific content they are interested in watching or on a special occasion. Prioritising 'Home,' for primarily entitled content and other navigation items like 'Store' and 'Free TV' for unentitled content will help alleviate some of the offer confusion and meet customer expectations.
Carousels
Create visually different carousels for highlighting unentitled content in a primarily entitled space, helping customers easily understand the offers.
Color is the foundation element, distinctly differentiating offer types. Other elements complement the foundation and are added to achieve the desired comprehension. Bringing in the 'Store Yellow' color to carousel headings and gradient backgrounds, drew more attention, emphasizing the change in offer type. Complimenting this with different carousel layouts, helped with the emphasis that the offers changed.
First time user experience
Highlight navigation changes and introduce offer clarity visual cues to help customers navigate and understand the offers. This reduces the learning curve, allowing customers to confidently use Prime Video from the start.
Prime Video launched it's first Beta for TV experiences across the US, UK, Japan, and India in December 2021, resulting in a 16% improvement in the CXSAT score. A full release went out to the public in 2022. Offer clarity was included in the launch and still continues to be improved today.
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