User challenge
Displaying concise yet relevant information across buying journey to enable customers to evaluate consistently and make efficient purchasing decisions
Organisation challenge
Creating a unified guidance for multi-partner teams to display relevant information based on their product space
My role
Having initiated the idea, I was responsible to define a unified UX framework to guide partner teams on how to display relevant information within products on their surfaces. My role consisted of aligning product and UX teams on customer problem, analysing existing processes, brainstorm ideas of improvement and create a framework by testing and validating key assumptions
Created idea document
To achieve consensus on customer problem and kick-start effort with UX peers and product partners
Analysed existing face-out framework
to identify impact, limitations and strategy to improve/revamp
Led 3 UX workshops
involving 14 UX collaborators to identify opportunity throughout the buying touch-points
Established evaluation parameters (2 by 2)
by synthesising user contexts and customer evaluation funnel
Created interim UX framework
to test key assumptions on business home page to begin with, due to high visibility
Testing and scaling to other product spaces
on the buying journey including search, lists, store-fronts etc. through planned experiments
Approach
Aligning product teams on user problem
Being in Amazon, writing documents is the most accepted way to discuss and align on initiatives.
I wrote a 1-pager doc highlighting user and organisation challenges, UX proposal to analyse and revamp the existing framework and each impacting product team alignment
Highlights
8 of 12 product spaces aligned on the proposal
Outcome
3 product spaces prioritised work in operation planning for 2023/2024
Learnings
Designers should be skilled to write product documents to effectively communicate with stakeholders
Collaboration improves UX quality
It was essential to bring UX expertise from specific product spaces and collaborate on identifying challenges and opportunities from existing framework and new learnings.
Highlights
3 UX sessions with 15+ UX participants including designers, writers, researchers and managers
Outcome
50+ challenges, 76 ideas and UX alignment on key priorities
Learnings
It's important to get UXer's in the right mind-set, set clear expectations and present a neutral user representation to gather honest ideas
Defining the basis of framework
Based on inputs from various sources, I identified the key lens through which the framework can be build upon, taking into the consideration the end-end buying journey user behaviour
Framework blocks
Below is a visual of early identified building blocks I came up with, to define the framework based on 2 key things
Evaluation lens
How customer evaluated products as per their needs in a phase of their buying journey
Familiarity lens
How much information is relevant and least needed to make a confident decision
Problem of detail and scale
Customers experience a product differently across their buying journey, which adds in-efficiency and in-consistency in their evaluation model.
Evaluating products across a carousel is also challenging due to clutter and differences in information structure
Scaling the framework
Different touch-points hold unique value for customers, and the framework looks to bring efficieny across buying journey
Created by Gautam Chaitanya