Amazon Explore
Expanding customer access on mobile
My Role
Timeline
Context
Amazon Explore is an interactive live streaming service that allows you to learn, shop and discover new places right from the comfort of your home.
My focus
Since Explore Public Beta launch, we observed a gradual increase in the share of traffic we receive from mobile devices vs. laptops and desktops. In Q4, 76%+ of all Explore traffic came from mobile (mWeb and mShop). Despite the increasing traffic, the Detail Page Glance Views to Bookings (GV2B) conversion on mobile is low, 0.56% in Q4, as compared to 1.71% on Desktop. A key reason is that our customers do not have the ability to consume experiences on their mobile device. By enabling consumption of session on mobile we, conservatively estimate at least a 40% improvement in our GV2B conversion rate.
Since Explore Public Beta launch, we observed a gradual increase in the share of traffic we receive from mobile devices vs. laptops and desktops. In Q4, 76%+ of all Explore traffic came from mobile (mWeb and mShop). Despite the increasing traffic, the Detail Page Glance Views to Bookings (GV2B) conversion on mobile is low, 0.56% in Q4, as compared to 1.71% on Desktop. A key reason is that our customers do not have the ability to consume experiences on their mobile device. By enabling consumption of session on mobile we, conservatively estimate at least a 40% improvement in our GV2B conversion rate.
I was responsible for the end-to-end experience for customers booking an experience via mobile device. This included the specific areas of the booking funnel below.
Results
Revisiting the success metrics
+6
4.7
Outcomes
Success metrics
-67%
+203
+38bps
86 NPS
Outcome
50K+
43%
~95M
1.2
Outcome for IES for Amazon
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Success Criteria
1+
4.5
Defining Goals
50%
+150
+280bps
80nps
The Journey
2. In-Session Experience:
- Desktop (customer)
- App (host)
Final Designs
User Journey
I made user journey's for the current UX and what that looked like on different browser types and operating systems.
Areas of Ownership
I was responsible for the end-to-end experience for customers booking an experience via mobile device. This included the specific areas of the booking funnel below.
Explore Marketplace
This included the Explore storefront, search, filters and detail pages.
Pre-Session
Helping customers get ready for their livestream with a dedicated detail page.
In-Session
Entering into a livestream via mobile device browser from the detail page.
Post-Session
Storing customers photos and purchased items after their live session.
Problems
I was responsible for the end-to-end experience for customers booking an experience via mobile device. This included the specific areas of the booking funnel below.
Customer Survey
From a launch survey, 78% of customers would "love to experience this. with friends and family"
Price
Private experiences have also come at a premium price, making them too expensive for customers (62% of responses).
Seller Growth
The 1:1 nature of Explore has also restricted seller growth
Why?
1. Low Conversion on Mobile
Conversion on mobile was .56% compared to 1.71% on Desktop. A key reason is not being able to consume experiences on mobile devices.
2. Traffic
76%+ of all Explore traffic came from mobile (mWeb and mShop).
3. Post-session survey
58% of survey respondents indicated they would like to consume experiences on a mobile device.
Understanding the problem
1. LEARN
Find out how customers use and interact virtually
Seeing the both the issues and stresses related to virtual dating will help provide insight into problems and possible solutions.
2. DEFINE
Understanding target market
This will help find what motivates and frustrates users. By identifying the target market will help to better understand and deliver a tool to fill users needs.
3. DESIGN
Building a solution
From our findings we can start to evaluate and build a product to fill those needs.
4. TEST
Validating the designs
Determining the success of the tasks that will include defining certain metrics(KPIs).
The Problem(s)
Partner Satisfaction
In a survey participants favored Netflix (30%) and iTunes Connect (28%). We lag competitors in reporting, real-time publishing status, and self-service troubleshooting. YoY: portal tech capabilities (-6.6%), reporting (-6%), tech support (flat).
Disparate Partner Portals
There exists limited feature parity between the two portals forcing VC partners to create and manage a separate PVD account to meet their business needs.
Over-Reliance on Operators
Managed partners primarily rely on Partner Operations Managers (POMs) to retrieve data on the health and publishing status of their PV catalog. A study survey indicated that 28.1% of POM’s time was spent on title level escalations
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Explorations
Started to explore different directions we could take the mobile experience with low-fidelity mockups.
Issues
Amazon App (mShop)
- Cannot launch an Explore experience directly from the Amazon App (mShop).
- Cannot link directly to outside browser or give direct content redirecting customer from browser to mShop (legal).
Supported Devices
- Operating Systems Supported - iOS & Android.
- Browsers Supported - Chrome and Safari.
- Tablet Models and Makes Supported (future).
Legacy Workaround
Had to work with legacy messaging to educate customers on browser and OS limitations.
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Constraints
Fragmented Vision
Six-plus engineering teams with separate roadmaps and OKRs, and no single accountable thread for the new partner experience roadmap.
Misaligned Experiences
Two portals on separate tech stacks with different data sources running 5 different design systems. Partners and internal operators weren't seeing the same information.
Limited Visibility
Almost no insight into the competitor platforms partners were actively benchmarking us against.
Final Designs
The following designs shipped publicly to everyone across the world.
Final Designs
The following designs shipped publicly to everyone across the world.
