Context:
In order to work around Apple’s steep commissions on streaming services, the Prime team seeks to offer a limited version of membership to non-Prime customers using the Amazon Shopping iOS app. If a customer joins Prime through the iOS app, they’ll have and be charged for a full membership, but will need to “activate” their digital streaming benefits seperately (outside the app environment).
• Designed content for purchase and browse journeys and outbound communications for non-Prime customer membership acquisition through the Amazon Shopping iOS app
• Strategized touchpoints and stages of the customer journey at which to provide critical communications around digital benefit activation, balancing the customer goal of joining Prime membership and accessing all its benefits with restrictive legal and environmental language to create a seamless activation experience. A true exercise in “less is more.”
• Interpreted extensive user research around naming to arrive at a label that remains consistent with brand identity and conveys the primary benefit in language that resonates with customers, yet distinguishes its services from that of core Amazon Prime
• Leveraged products and keywords that resonate most with user testing to manage customer expectations for “digital benefits” and incentivize completion of the activation journey
• Educated Product and Product Marketing Managers on the value of aligning user flow stages with customer jobs to be done, clarifying both the intent and necessity of messaging in each screen while aligning customer with internal mental models
Seamless Activation Customer Experience—
1. Acquisition through a purchase: User flow for a non-Prime customer joining Prime membership through a purchase in the Amazon Shopping iOS app. In-flow messaging confirms they have joined Prime Shipping by treating it as equivalent to core Amazon Prime, delaying communication around activation of digital benefits until email confirmation to provide a seamless sign-up experience.
2. Acquisition through browsing: User flow for a non-Prime customer joining Prime membership while browsing the Amazon Shopping iOS app. In-flow messaging includes banners and FAQs that address the required activation of digital benefits separately yet equate Prime Shipping to core Amazon Prime, delaying the activation journey until email confirmation to provide a seamless sign-up experience.
3. Seamless activation through browsing: If the Prime Shipping member has yet to activate their digital benefits and visits Amazon.com, we surface banners prompting the free activation journey with one click of the button. Email confirmation clarifies that their membership has changed only in name and improved access, with no changes to their billing or payments.
4. Seamless activation through Prime Video: If the Prime Shipping member has yet to activate their digital benefits and visits Prime Video, we instantly inform them that their digital benefits have seamlessly activated at no cost to them. Email confirmation clarifies that their membership has changed only in name and improved access, with no changes to their billing or payments.
🔙