My role:

User research | Design | Design socialization and workshop leader | Alignment with system design teams | Cross-collaboration with Product Management, Engineering, Support, and Research teams

CHALLENGE:

Customers in various counties were searching and browsing for products on Amazon’s website and abandoning the process without purchasing.

GOAL:

Reduce abandonment by simplifying the product decision-making funnel, improve localized clarity, trust and overall UX for each demographic.

PROCESS:

Collaborated with product management, design leaders, support teams and local researchers across countries and led iterative research and design efforts to gain qualitative research data. Partnering with engineering, I was able to align quantitative use metrics with the qualitative research data for a more holistic picture. After synthesizing insights from both sources and socializing broadly, I gained cross-functional stakeholder alignment.

OUTCOME:

• Usability research revealed regional differences in shopping priorities that affected trust and conversion. Mexican customers prioritized product availability, Brazilian customers preferred payment installment options, Chinese customers were focused on product authenticity, and Indian customers valued price comparisons.

• Drove evidence-based design decisions and deliver tailored, data-driven solutions that aligned with business objectives and were optimized for each demographic.

• Designed localized shopping experiences that prioritized needs for each customer demographic and delivered personalized, context-aware, and data-informed shopping experiences by restructuring content hierarchy to align with user expectations and needs.

• These more personalized shopping experiences reduced trust barriers and led to significant improvements in conversion rates.