Amazon Certified

Company:

Amazon

Role:

UX Design & Research Lead

Design: Defining customer experience requirements; program-level design system; creation of branding assets; design concepting; low fidelity design; high fidelity design; interactive prototyping
Research: Baseline user research study; direct customer interviews; research data analysis; competitive analysis; usability studies

About this project:

Amazon Certified is a retail-facing program that helps customers easily identify products that are compatible with internal technology offerings. This certification represents a promise of quality and compatibility to our customers. The goal of this program was to help customers 1) quickly identify purchasing options, 2) reduce time spent comparing items, and 3) consider new products within the Amazon technology ecosystem. The programs we focused on at launch included Works with Alexa, Dash Replenishment Services (now called Smart Reorders), and Amazon Video (now deprecated).

The challenge:

One of our customer’s biggest pain points was verifying compatibility between devices or services. By using the Amazon Certified search refinement, customers are able to narrow their results and view a tightly controlled selection of items that has been vetted by Amazon for quality and compatibility. Program-level and attribute-level branding became one of our primary challenges internally, because customers already have a difficult time understanding the differences between other badging programs. (For instance, Amazon’s Choice is a long-running quality assurance program that helps customers filter results by highly rated and least returned items.)

Solution:

The solution was to provide easy-to-understand mechanisms for customers to quickly identify Amazon Certified products in search, and to provide just-in-time education about compatibility on the product detail page. We utilized existing visual callouts for product attributes in search, while creating innovative educational and personalized content on the product detail pages. It was important for this program to communicate exactly how a physical base product was compatible or enhanced with a digital service.

Results:

3 week post-launch snapshot: