Tianyu Qiu
Amazon Buy with Prime Promotion
Role:
UX Design Lead
Product:
Buy with Prime Merchant Console
Focus Area:
UX Design, User Flow, Usability Testing, Prototype, Amazon Merchants manage/create/edit promotions and planning for promotions
Background
Buy with Prime lets Amazon Prime subscribers get Prime benefits on orders placed on merchants' online stores (e.g. Shopify site, BigCommerce site). Prime subscribers shopping on DTC store website can use this feature to order products, and get Amazon Prime benefits, such as 2-day shipping, easy returns, and Amazon customer service.
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To better understand Buy with Prime, please visit: https://buywithprime.amazon.com/home
PROBLEM
How can we help the Amazon Buy with Prime merchants easily manage their promotions in their store by themselves?
In Discovery phase, trying to explore functions and impacts we can explore to help the merchants manage their promotion plans. Working with product manager to prioritize what features should be included in the MVP release, and what features should be included in the next release cycle.
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Allow merchant to create, edit, and manage promotions on their products.
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Improve merchants' self-service capabilities on promotion planning.
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Improved order management, return and refund by visualize promotion roadmap.
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Increase merchants' confidence to sell through Buy with Prime.
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Decrease agents or call center support.
Final Design
APPROACH + PROCESS
Discovery: Whiteboarding
Work closely with product manager to explore user flow and understand all the steps it requires the merchant to launch promotions. Taken inspirations from Amazon.com and Shopify to understand the most viable features on most common promotions. We learned that discount on the entire order and specific products are most commonly used for Amazon merchants.
Promotion flow
User flow - sketches
As I mapped out the flow for merchant to manage promotions, I quickly sketch out the pages based on the promotion flow. While whiteboarding and sketching ideas, I found that the other pages, such as product catalog page and order summary page may also be impacted due to the addition of promotion features, which are not included in the initial scope for promotion feature. After discussing with the Promotion PM and PMs/designers of relative parts of the platform, we decided to add those page changes to Promotion project scope.
DESIGN
Manage, create, edit both order/product discount promotions
Give merchants the capability to manage promotions, create promotions, and select specific products for the promotions. In the first phase, we will give the users capability to select products with multiple levels. In the next phase, we will allow merchants to search/filter the products/SKU numbers, and see inventory of specific products.
Merchants need to manage product catalog for creating product discount promotion, which requires product date API from product catalog. Experience needs to be consistent with product catalog page, but with different selection features. Children products are not embedded within parent product, based on the Product Catalog page coding at the time. Worked closely with the development team to figure out how to make it work within the timeline, and also consider users' needs.
Show promotions applied on Order Summary page
Expansion of the promotion project scope, give the merchants capabilities to visualize which orders have promotions apply to them, and if there are returned orders, they can still see how much promotions have applied.
Manage promotions on mobile
Given merchant the capability to manage their promotions on the phone is very critical for small and medium size business, especially when some of them are operating with a team less than 10 people.
VALIDATION
Usability testing
User flow - promotion management through filter
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Design the testing questions to focus on understanding users' behavior, and if they understand the functionalities.
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Set the scene for contributors, help them get into the positions of real users.
Usability study result shows, it would be great to manage product catalog with search and filter function. Later features would be benefit to merchant, if they can see which products have higher number in inventory so they can select those from promotions.
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Refine the design based on the business insights from analyzing usability testing data, and present to the Product Manager team and developer team for design updates.
IMPACTS
Dramatic increase in merchants joining Buy with Prime at launch
The newly added promotion feature is both essential and beneficial for merchants to be able to sell through Buy with Prime. This drove a lot of confidence in sellers who were hesitant in participating. Merchants can easily manage promotions by themselves using this feature.
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86% increase in merchants within the first week of Buy with Prime product launch.
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Created 180 automatic promotions in the first week.
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Automatic promotions contributed to 93 orders, 98 units, and $3.4K in GMS during the first week.
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