Above: Redesigned views for the Journey Canvas and Sankey chart.
"I had the pleasure of working with Matt and UXanimal on AmazonSmile and Delivery Experience (DEX). Their expertise in streamlining AmazonSmile onboarding was crucial in launching the service and driving conversion. They also helped integrate new features into Amazon Day and Scheduled Deliveries, designing for diverse customer scenarios and enabling us to offer new products and services. I highly recommend their services."
AmazonSmile made a donation to customers’ favorite charities whenever they shopped on Amazon. In order for Smile to work, customers had to onboard quickly, that meant understanding the program, selecting a charity, and returning to smile.amazon.com whenever they shopped.
We streamlined the onboarding process, tailored the onboarding flows for each scenario, and made charity selection a breeze. We also created program pages to educate and enlist charities.
AmazonSmile program raised over $450m for charities and grossed an estimated $90b (based on 0.05% contribution).
Design and launch AmzonGiveaway, a program that allowed customers to advertise products and increase followers and views by setting up product giveaways. Because the program was an idea Jeff Bezos had, there would a lot of eyes and scrutiny on our work during the approval process.
When we joined the team, Giveaway was an idea in need of a product vision and end-to-end user experience. We designed a fast and fun, game-like user experience for participants and an easy setup experience for marketers and authors to get their giveaways up and running and promote them.
Once the Giveaway program was launched to Amazon’s customers (300m in 2016) we supported the marketing effort with video, animation, and social media ads for Twitter and Facebook.
Within one year of launch Giveaway:
“Book sales increased 6X during my giveaway week.” – RJ, RJ Parker Publishing
“It is extremely easy to use, runs like a well-oiled machine” – Rebecca, Bark and Howl Press Ltd.
“Getting Twitter followers using giveaways is 60% cheaper than other channels” – Bruce, @thetblogger, Travel blogger
The Giveaway program was expanded with Amazon give a Daily Giveaway coveted positioning on it mobile application home page to increase daily customer engagement.
UXanimal animated promotional video for AmazonGiveaway received over 1.5m views on YouTube.
AmazonAssociates and related programs account for an estimated 40% of amazon's $900b revenue. The program must provide its affiliates with new and innovative tools to promote their products and storefronts. AmazonAssociates must also find new programs to grow its affiliate partnerships.
We partnered with different Associates teams to improve tools used by affiliates and advertisers. We also helped launch new affiliate programs with product ideation and marketing content for video, web, and print.
AmazonAssociates continues to grow and has since captured an estimated 40% share of the total Affiliate Market. An estimated 53% of all Amazon sales come from affiliate marketing. The Influencers program launch was so successful it was spun out into its own program.
In 2015 Amazon wanted to increase its brand as a fashion retailer. To this end, shopping features to support a higher end fashion experience were add into the shopping experience. Features like Try Before You Buy (aka Prime Wardrobe) and sizing had to be thoughtful integrated into a user experience already crowded with products, features, and programs competing for the customer's attention.
For Try Before You Buy we mapped out several variations of customer flows to better understand their impact on the existing purchasing experience. We introduced concepts like 'affinity browsing', 'Complete the Look', and sizing variations, to help customers quickly add additional items to the TBYB cart. While the look and feel of the TBYB cart has been often updated, the flow and concepts we recommended still serve as the foundation of the experience.
We also integrated sizing data, recommendations, and customer reviews into the product pages to help shoppers find the right fit.
We created a dress finder feature that used icons to help customers find the right dress silhouette even if they didn't know the jargon.
Finally, we helped the research team investigate a Profile feature, that would recommend apparel and sizes based on their Amazon profile. We participated in product design sprints and created research materials for customer focus groups, who were skeptical, as we were, of the feature.
Since its launch AmazonFashion has grown into a $41b business.
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