Product sharing on mobile
Small features creating big impact.
My team at Amazon focuses on Customer Experience creating new features for product categories, but we also take care of crossover initiatives like product subscription or enhancing the mobile app experience. For the later I acted as the sole designer, teaming up with a product manager to develop everything from tiny improvements to concept features.
Paying attention to customer insights
When iterating on design, user research is fundamental to get a fresh understanding of the current experience. Metrics and quantitative data can provide a sense of “ok, it works”, but you might not know at what cost, in terms of friction for the customer to correctly do the intended action.
Having a research team is a very valuable resource to have at hand. At Amazon we can access all the research centralized on a customer database where to find challenges and frustrations for customers.
While doing one of our regular review sessions where we “walk the store” looking for potential improvememnts, we realized that message and social sharing of products was not discoverable or clear enough.
We reached into the database and our hypothesis was backed up by customer anecdotes which provided a clear path for improvement. Customers resorted to copying URLs, sending screenshots, or sharing a product title.
For the pricing step we wanted to provide information in a more human tone than the current price tables. These tables were confusing for the perception of the value of their tickets since they showed as reference the average prices and the extremes including the most expensive, distorting the average price shown.
The new proposal eliminates the price tables and helps to incorporate the price with a more human tone. It is still based on minimum, medium and maximum prices but representing them in stripes of color and messages based on the ease of sale.
One of the objectives of this project – set by stakeholders – was to encourage the users to publish with cheaper prices, so the treshold from “Easy” to “Difficult” was placed at the minimum published price minus 10%, this way we directed the user to keep this price range competitive.
Finally, the shape of the pricing tool added a fun interaction pattern mocking a rolling tape, where the customer could swipe through the price band. This band was coded with physics so it would move with inertia and faux fade motion, depending on the intensity it was swiped.
Also, for accessibility the user could also just type the price in the text field.
This feature was implemented at Ticketbis with good metrics for user drop. It was also used in next iterations, once Ticketbis got acquired by Stubhub.