Calvin Nellis
About
Work
Design Lab
Contact

Unbound

Connecting travelers through messaging

My Role
UX Research UI Design
Timeline
2019 - 2020

Context

Unbound was created to help you easily find and book your next adventure. The app introduces you to expert travel hosts and helps you research, compare, and book group trips all in one place. Think of Unbound as your personal travel matchmaker, saving you the hassle of endless internet searching and high travel agent fees.

My focus

Users need a tool to help connect them to other travelers and hosts. Provide a proof of concept for gather messaging.

Users need a tool to help connect them to other travelers and hosts. Provide a proof of concept for gather messaging.

Results

Revisiting the success metrics

+6

Successful completion of six sessions mobile during testing.

4.7

Achieved a T4W CSAT of 4.7 post launch.

Outcomes

Success metrics

-67%

Goal: -50%
Average list price of $16.58.

+203

Goal: +150%
Additional group experiences added.

+38bps

Goal: +28bps
Increase in traffic and booked sessions

86 NPS

Goal: +150%
Enhanced customer experience

Outcome

50K+

global content partners consolidated onto one scalable partner experience.

43%

decrease in partner over-reliance on POMs.

~95M

annual savings by reducing duplicated workflows and support escalations.

1.2

increase in CSAT score from partner satisfaction surveys after launch.

Outcome for IES for Amazon

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global content partners consolidated onto one scalable partner experience.

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over-reliance on POMs.

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annual savings by reducing duplicated workflows and support escalations.

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increase in CSAT score from partner satisfaction surveys after launch.

Success Criteria

There will be two key criteria to measure the success of this feature.

1+

Successful completion of more than one session on mobile.

4.5

Achieving a T4W CSAT of 4.5 in 3 months post launch.

Defining Goals

Measuring our success with group experiences

50%

Price reduction for experiences.

+150

Additional group experience

+280bps

Increase in traffic and booked sessions

80nps

Enhanced customer experience

The Journey

I will take you through my design process for:
1. Detail Pages
2. In-Session Experience:
  • Desktop (customer)
  • App (host)

Final Designs

Areas of Ownership

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

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)

Prime Video had two partner portals(VC and PVD) that didn't talk to each other, served different partners in different ways and left a very frustrating experience. Managed partners relied on Amazon operators for basic data requests. Self-service partners worked around the platform rather than through it. These gaps included (but are not limited to):
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

Video Central(VC)
Prime Video Direct(PVD)

Issues

Limitations for mobile consumption.

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).

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.