Amazon’s fastest delivery service yet, offers tens of thousands of everyday essentials delivered right to a customer’s door, seven days a week. There are three “Stores” integrated in the app to order from: Amazon, Whole Foods, and Pet Food Express. To place an order, Prime members can download the Prime Now app to shop, and use Amazon's secure payment settings to check out.
Role
As the sole contributor, I took on the roles of User Researcher and UX Designer. Tools employed included notebooks, whiteboards, Sketch and Invision. NOTE: I am not affiliated with Amazon. This study was put forth unsolicited, for educational purposes and in an effort to create value for users and for Amazon Prime Now.
The Problem
I wanted to understand other customer pain points with regards to searching, filtering and checking out. I love the service, but thought there was room for some improvements.
Research
I’ve opened surveys up for urban working professionals in the bay area that use Amazon Prime Now. I’ve surveyed and interviewed:
7 participants
Ages: 24 - 46
Have had ordered grocery delivery
High Level Findings:
All 7 Participants only used iPhones to place their order
When users went through the browse flow to add to their cart, we noticed that 5/7 users went all the way through to checkout and noticed multiple shipping fees. It was unclear during their time browsing that they were looking through multiple “stores” within the Prime now app.
5/7 participants said that it’s important for them to know what store (Amazon they are shopping from.
Q: What "Store" in Amazon Prime Now Have you used? Check all that Apply.
User Personas:
Starting out we were interested in hearing from users that have used a grocery delivery service at least once. We had the pleasure of speaking to 7 users that live in San Francisco and New York. Understanding the pain points with current browsing was a key objective in the interviewing process.
As we dove deeper into our research, we distilled our findings into two primary personas. Our personas reminded us to be empathetic of our users and create an experience tailored to their needs.
Key Findings:
The mobile search filtering experience is extremely important for both personas.
Since there are multiple “stores” (Amazon, WholeFoods, Pet Food Express, etc.), within the single APP. There is an opportunity to make it easier for a user to segment one store via Search (preventing potential multiple shipping costs).
Out of Stock Items (OOS) transparency before checking out is important, although there are technical/ inventory limitations, this should be explored.
Competitor Analysis:
We looked at direct competitors in the space (as it relates to grocery delivery) to see where Amazon Prime Now stands among its competitors. This familiarized us with the features and how the experience stacked up against other alternatives.
Ideation
I began by making a list of what target groups claimed they needed the most. From there, I built the outline for the MVP proposal. I plotted different aspects of the product on an Impact vs. Effort matrix to help me prioritize them.
Success Metrics
Increase in overall conversion
Decreased abandoned shopping cart rates by 3%
APP retention - the % of users that return to the app in last 30 days.
Through interviews and shadowing, it was essential that we further simplify the experience and highlight key areas so users see that content clearly from the homepage. Other than that, the findings were consistent and we proceeded again with the hi-fi wireframes and prototype.
High Fidelity Design
Engage with the prototype below.
Reflection
After the prototype was created, we had users do the same exercise of ordering from one “Store” easily among
Continue iterating and uncovering new customer pain points
Create a multi-variate test with the sort and filtering options to understand the engagement success.
Measuring Success:
Increased conversion
Decreased abandoned shopping cart rates
APP retention, The percentage of users that return to your app in last 30 days.
I am not affiliated with Amazon. This study was put forth unsolicited, for educational purposes and in an effort to create value for users and for Amazon Prime Now.