• Designed content for a flyout component that appears when Prime members hover over the Prime tab in Amazon.com global navigation on desktop on/after day 25 of their Prime membership
• Normalized internal language of “milestone” to describe the customer experience (CX), counteracting a common problem within the team of using internal terminology to describe customer-facing flows, often resulting in business-minded, internal language leaking into the final flow, reflecting our own mental models rather than our customers
• Informed content strategy for High Engagement versus Low Engagement audiences, adapting Prime tone and style to reflect different behavior and priorities based on user research, while consistently acknowledging this “milestone” of Prime membership
CX for High Engagement:
• Content for highly engaged members is direct and concise, acknowledging their high engagement in conversational language and data that speaks for itself
• I deprioritized the 3 alternatives for forceful friendliness (left), slight redundancy (center), and over-enthusiasm (right). After removing the redundancy in the center option, it has the best balance of both acknowleding and celebrating our members’ participation, while opening the door to more value without making them feel coerced or sold into doing so
CX for Low Engagement
• Content for less engaged members is more enthusiastic and forward-looking, forgoing little-to-nonexistent usage data in favor of highlighting unused benefits with personalized recommendations
• I deprioritized 2 alternatives for passive voice and over-ingratiating language (center), and vagueness (right). I recommended the first option (left) because it still acknowledges the customer’s valued membership while remaining optimistic about their future with Prime. It also captures that the benefit recommendations are tailored to customer behavior rather than generic “top benefits” language recommended by leadership—without raising concerns around what data Amazon may be tracking
CX for all customers leading to Benefit Value Dashboard (BVD):
• I collaborated with my UX Designer to make the case that regardless of whether it exposes customers to or reminds them of the value they get with their Prime membership, leading customers to the BVD is an intuitive progression for an experience highlighting their benefit usage
• This CX marries customer and business goals of helping members to get the most out of their membership
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