P&G Collaboration
Collaborating with P&G to develop multiple widgets to drive sales on Amazon's platform
Project Overview
Deliverables
Duration
Class
Interactive widget prototypes
Design Documentation
12 Weeks
My Role
PUX Experience Studio Fall 2022
I was a team member on this project collaborating with other Purdue UX Design students. I took on many leadership roles like championing sponsor meetings and desk critiques with our professors, group ideating activities creating our presentation slides, and creating high fidelity prototypes. Throughout the semester, I conducted user research, testing and ideating. I was part of the Ingredient behavior team and Product Discovery team.
The team consisted of 2 co-leads and 5 team members.
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Problem to Solve
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Solution
COVID has accelerated digital shopping for the next 5-10 years. There is a need to drive shopping frequency, increase discovery, eliminate pain points, and optimize automation tools like Subscribe & Save.
Applying research-based methods to guide our ideation process to produce breakthrough insights and UX design recommendations that can be used to optimize the Amazon site and experience
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Delivered 7 widget recommendations to our sponsor at P&G
Uncovering User Behaviors
Our team was tasked by our sponsor to focus on the Amazon mobile application and P&G beauty products, such as skin care and hair care. Our main goals were to find pain points and behaviors of users buying beauty products on the mobile application. We conducted several rounds of research including: literary analysis, user interviews, experience mapping and preference testing.
Participants
We interviewed a total of 7 participants. The same participants were used in our interview rounds and preference testing.
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Interview Questions
Q1. Can you brief us through your process of ordering from Amazon? Feel free to open the app if you need to refresh your memory.
Q2. How do you choose which specific product to buy? Walk me through your thought process.
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Research Topics
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What do people valued in beauty products?
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Pain points while using Amazon mobile app
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Information architecture for mobile app
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Widgets and how they affect the experience
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What drives people to re-buy?
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Competitive research
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Customer journey
Main Findings & Focus Behaviors
User Group: Amazon Prime shoppers who use Amazon’s mobile app to purchase P&G beauty products skincare and hair care).
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Shoppers use other sources of information to find products online
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Shoppers feel fatigued and overloaded by the current Amazon mobile UI, lessening the chance of using the app for discovery purposes.
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Ingredients, skin and hair care benefits, and compatibility is a key aspect to making a purchase decision, but these values are not immediately conveyed in the PDP.
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There are ways to filter results via hair and skin care needs, but it is not used.
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The comparison widget is difficult to use because it hides the “control” product as the shopper scrolls to compare.
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Relevant information is found on other websites.
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Shoppers only use Amazon as a tool to make the purchase.
Major Pain Points on Amazon Mobile App
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Current ingredients information is not readable and is too complex for the average shopper.
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Information is not informative; hard to know how it benefits shoppers.
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Categories for comparison are not chosen for users
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Amount of information can be overwhelming, especially considering information on the rest of the PDP
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Current product (first product) is hidden when user scrolls
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Comparing the same product
When she uses the mobile app, she always knows what she wants to buy. In her beauty products, she values ingredients because she wants to protect her hair and make sure that it is smooth. She has read many different articles about certain ingredients like sulfates and parabens.
Amelia wants easy accessibility to everyday self-care and beauty products without searching and scrolling fatigue.
Pain Points
While navigating Amazon’s current interface, she noticed that the product comparison widget is not helpful and she never uses it. She wishes that it was designed differently, so she could use the widget more.
Who is our shopper? & Why do we care?
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Amelia
19 years old
Amelia is an avid Amazon Prime user and mainly uses the mobile application to make her purchases. She mainly buys from Amazon for the fast shipping and wide selection of options.
Behaviors
Goals
Final Widget Recommendations
Behavior 01: Shoppers already have a product in mind
Float Menu
Interactive Mockup
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The Float Menu widget was created to eliminate the pain point of scrolling fatigue. The float menu allows shoppers to skip to key sections on the PDP. This widget is found on the PDP because that is where most product information is stored.
Hair Profile Page
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The Hair Profile Page allows shoppers to explore the Amazon mobile application and also cater to their needs of buying products on Amazon quickly. By creating a hair profile page, shoppers can insert their type of hair and what ingredients they want in their beauty products. This information will filter out your search results when searching for hair care products on Amazon automatically. They also have the option to remove certain qualities that were previously saved.
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Sustainability Loyalty Page
This Sustainability Loyalty Program widget encourages and rewards shoppers to purchase sustainable products via the Amazon app profile page. This will benefit users who don't have a discovery mindset, and also prioritizes ingredient benefits and compatibility. They will be rewarded with new products to try and will give them a chance to earn their money back through credits.
Behavior 02: Shoppers place high value in products’ benefits, ingredients, and compatibility with their body
Product Benefits
Interactive Mockup
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This widget, Product Benefits, showcases the ingredients’ information and benefits which helps shoppers purchase appropriate products.Through clicking the widget, shoppers can clearly see the ingredients that benefit their hair and skin without scrolling through an endless page of information. Also, shoppers can make a faster purchase decision when one of their valued features is displayed properly.
Behavior 02: Shoppers do not use the current comparison widget due to perceived ineffective navigation and irrelevant values Amazon provides
Recommendation 1
Interactive Mockup
Interactive Mockup
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They are able to vertically scroll through their list of products on the right column. One product, the most desired product, will remain static on the screen. The shopper can drag a product from the right into the left side to have a new, static product.
Recommendation 2
Interactive Mockup
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After selecting the products they want to compare, they can press the comparison widget. After pressing the icon, they are prompted to a comparison screen with their selected products as static items. On the bottom half of the screen, they are given a horizontal scroll through which Amazon recommends based on the products shoppers personally added.
Conclusion & Reflection
Overall, this has been one of my favorite projects to work on. I got a feel of a more research focused project instead of a re-design or design-focused project. I enjoyed collaborating with my other team members and have definitely improved my organization and research skills. One thing that I will take with me for the rest of my career is to take your time in the research phase. I certainly will not take forever, but the research phase is extremely important for design rationale and ideation. Spending more time on research rather than jumping into sketching and ideation early will help in the long run. This helped with really understanding the problem space and thinking clearly during the ideation phase.
