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amazon prime video

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CHALLENGE

"How can we make Amazon Prime video easier to navigate, so viewers can find videos they want to watch?"

DISCOVERY & RESEARCH

Behavioral analysis found that consumers ranked Amazon Prime Vide behind Netflix and higher than Hulu for overall quality, content and user experience. Due to this fact the competitive analysis between Amazon Prime Video, Hulu and Netflix was done. Amazon had a major strength in the analysis because it has four times the amount of movies as Netflix, but it also had a major weakness of poor content organization. Of the 164 users surveyed only 37% found Amazon Prime Video easy to use. This presented the opportunity to focus on organization of content in re-design Amazon Prime  Video.

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PERSONAS

The traits and qualities for the personas of this project were determined based on real data from user surveys. The findings show that users were split into two categories which are the regular user and the casual user. This distinction was necessary because users who have Amazon Prime Video as their main streaming platform (regular users) navigate through the website differently than those who only search for specific content on Amazon Prime Video (casual users).

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Persona 1: Regular User

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Persona 2: Casual User

WIREFRAMES 

With a strategy focused on content organization for such a huge streaming platform; Amazon Prime video, it was necessary to brainstorm different layouts and possible arrangements that would make content easier to find for users. In brainstorming the most important tool that would help in the organization of content was a filter. This would provide a way for both casual and regular users to easily find content that they want without searching through unnecessary options.

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Wire frame Sketches

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Mid-fi Prototype

MY ROLE

  • Conduct Usability Testing

  • Building personas profiles

  • Developing Accessible User Interface

  • Developing User Journey Map

  • Mid-Fidelity Prototype

FINAL PROTOTYPE 

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Usability testing was done on wireframes and this led to the design of the final prototype. The feedback received during testing indicated that the filter option was highly praised by users and made it much easier to navigate Amazon Prime Video. Preference testing found that having a vertical navigation menu with horizontal filters were preferred by users as opposed to a different layout. The results of combined feedback from usability and preference testing led to the final prototype of the Amazon Prime Video website.

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Demo of re-designed Amazon Prime Video Website

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