We conducted a survey among 100 users, 70% preferred other streaming platforms and just 30% preferred Amazon Prime Video. Our goal was to identify user's key pain points with Prime Video, and redesign the interface to minimize friction.
Prime Video was developed as an added bonus of having Prime rather than a streaming service in its own right. It is not optimized for streaming, but rather for e-commerce. We saw an opportunity here to redesigned the website for a better, more personable experience.
To test our assumption, we performed 5 interviews with a demographic of active Prime Video users aged 22–38, who have an active Amazon Prime subscription. They are looking for increased social connectivity, interactions, and personalized content on the streaming platform.
Based on information collected from the interviews, we created a survey to further refine the dataset, and gain valuable insights. We also posted an Instagram poll and questionnaire as a quick method to get statistics from a larger audience.
To test our assumption, we performed 5 interviews with a demographic of active Prime Video users aged 22–38, who have an active Amazon Prime subscription.
Based on information collected from the interviews, we created a survey to further refine the dataset, and gain valuable insights.
To ideate solutions that would help the user achieve her goals, we performed a competitive analysis to figure out if/how other products were addressing the user needs. We evaluated 3 direct competitors (Hulu, Netflix and Disney+) and 1 indirect competitor (YouTube)
Since one of the site’s main usability issues was the display of irrelevant information, we decided to conduct a card sorting exercise to redefine the site’s information architecture.
I lead the process of redefining our UI redesign adjectives and visual style, which I then consolidated on a style tile. I made sure to reference Amazon Prime’s UI Style Guide, so as to not deviate/ make the user feel disoriented while navigating the redesigned Prime Video website