Amazon Home with Alicia Keys
UX Design
Visual Design
Hometown Heroes celebrates and gives back to local heroes by gifting them a personalized home makeover complete with new home furnishings and décor from Amazon Home and products across Amazon. Amazon Home teamed up with 15-time Grammy award winner, singer-songwriter, and philanthropist Alicia Keys to give back to a deserving Los Angeles Hometown Hero, Susanna Valadez who is a Special Education Teacher at Van Nuys High School and has been teaching for over a decade.
Challenge & goal
Amazon Home needed to launch a data-driven campaign to ensure that the customer journey was seamless and easy to navigate. The main challenge was to test and find out if customers wanted to shop for products first, or view rooms and learn more about the home makeover.
What if we tested two experiences so that customers can:
Start shopping for featured home makeover products
Start showing different rooms from the home makeover
I started off by creating a site map to understand the hierarchy and plan how many pages will be needed for this campaign.
I needed to design a home page, followed by 5 sub pages, and 8 room pages.
Here is a flowchart I created to visualize the user’s purchase journey.
I created wireframes to start visualizing the information hierarchy and also color-coded the 2 main layout differences for user testing (Shoppable vs. Story).
Two version of mocks were built with testing in mind. I color coded the labels (Shoppable version in red and Story version in blue) to easily differentiate the two when presenting to stakeholders and leadership. Alicia Keys and the recipient were blurred/redacted during this stage due to the high confidentiality of the campaign.
2 versions of mobile and desktop prototypes were created via InVision. Above is a screen recording of the mobile Shoppable prototype.
User testing
I conducted a total of 4 user tests via usertesting.com. These were desktop and mobile layouts for Shoppable vs. Story versions. There were 7 users for each test.
I first asked a series of questions to gather data about thoughts and feelings of the experience. Then I conducted a series of usability tasks to observe and analyze navigational interactions.
I collected data using a spreadsheet and analyzed all 28 tests manually and created a findings report.
Findings
Users preferred the Story-driven experience.
Most users would select the rooms or story section first to learn more about the home makeover, rather than viewing a product ASIN.
Story driven users had an easier time understanding the purpose of Hometown Heroes, while Shoppable users thought this was initially a Celebrity endorsement shopping page and only learned that there was a makeover component a few clicks into the CX.
Areas of improvement:
Most users clicked on main header image of AK and HH thinking it would drive them to learn more about the story. Users were confused with consistency of reciprocal banner back to landing page.
When tasked to find a sofa in the bedroom makeover, most users clicked on the bedroom image, then clicked on the bedroom navigation tile.
Some were confused to know if they landed on the correct page. They wanted to see the before images to understand the process of why this person was chosen and how everything came to fruition. These were typically users who wanted to learn more about the home makeover story.
Final designs with approved imagery, video, and copy.