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Amazon —  Senior UX Writer, Amazon Prime WW (April 2024 - Present)

Context:

Prime Members and Amazon Customers alike struggle to determine what all is included with membership. There are gaps in benefit association (Shipping, Video, and Shopping benefits account for 74.4% of total member reach) and low benefits awareness (“This has lots of other benefits I didn't even know about, I didn't know about gaming. I need to look up Amazon Kids, and I didn't know about Amazon Photos,” - 37-year-old male Prime member), resulting in low value perception and higher churn,  with members using two benefits having a -975bps (EST)/-1,367 (EM) lower churn rate vs. members using only one benefit. Prime needs a dynamic, engaging, and digestible landing page that helps customers understand all the exclusive benefits of membership and their functionality; surfaces richer, personalized value insights; and encourages them to discover and engage with unused benefits.


The new experience includes a restructured layout and visuals aligned with our updated brand architecture, including reusable widgets for Prime benefits grouping and display, and a value widget for members that highlights credit card rewards, streaming engagement, and delivery metrics for households and individuals.

Impact
• At 50% allocation, survey data showed 112K unique impressions with 462 responses (0.5% response rate) and 61% customer satisfaction (satisfied to neutral), providing indicating strong performance and conviction for the feature's effectiveness. Lab metrics also show positive signals for benefit usage and retention:
  1. 68% probability of positive AR-On impact | Guardrail > 66%
  2. 64% probability of positive sign-ups impact | Guardrail > 33%
  3. 87% probability of positive lift in customers using 1+ benefit
  4. 69% neutral-to-positive value perception
• The team decided to accelerate the 100% traffic dial-up to Jan 28, 2026 to prepare for an upcoming email campaign to Prime members

What is next?
  • Global expansion & standardization: Expand “Explore Benefits” page to Mexico and Brazil to establish a repeatable global rollout SOP and validate as the default Prime benefit discovery page across international locales
  • Value clarity & UX optimization:
    • Improve value realization by clearly indicating used vs. unused benefits, helping members quickly identify untapped Prime value
    • Test alternate UI to optimize discovery, comprehension, and engagement across key member cohorts
  • Scalability & automation: Invest in automated benefit modeling in the backend, decoupling benefit logic from page UX


    Old experience       vs.      New member experience:
         


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