Business goal 👉 Empathy 👉 Impact
Amazon Baby Registry
Helping expecting parents find what they need
Apply a more a more user centric approach to help millions of Amazon’s Baby Registry customers get what they need while driving key business goals.
Role: UX Designer - UX/UI Design, Prototyping, Facilitating design exercises, research planning
Team: 1 PM, 6 Devs, 1 UX designer (me)
Extended teams: Leadership, Wedding Registry, Search, outside research vendor
Metrics where hiding business goals
We had the highest amount of new registries created in a year but customers weren't engaging with the product past that.
I dug deeper into the data to find out if our good metrics where the full story. Looking back across previous quantitative date and qualitative feedback, I found that we were missing opportunities in our goals.
Understanding the customer
After highlighting the opportunities to the stakeholders, I organized & facilitated activities focused on the customer's experience.
Empathy Mapping exercise
I facilitated the team's creation of empathy maps that looked at the customer's full experience around becoming a parent and not just their experience on our product.
I worked with a outside vendor to organize customer interviews, set up research goals, and create a research plan.
I took the buy in and impact opportunities and started ideating to explore alternative ways to:
- Organize content - Browse, discover, & search
- Manage registries - Passive vs active management
- Deal with navigation - IA & Content Organization
This helped me gain stakeholder alignment quickly so that the team could have clear next steps.
I created a prototype to take the rough designs to customers for feedback. These main screens (to the left), were chosen because of the decision points they presented for our customers.
- Easy to find items
- Helpful organization of key information
- Not reflecting an exciting time for our users
Refining the UI design
I worked to refine and finalize the UI design using the Amazon Design System. While I started with mobile to meet our customer's needs, the desktop web version also followed our findings and used the design system.
The finalized UI design focused on
- Creating uniformity and unity in the experience.
- Allowing content to be organized
- Browsing in ways that were most useful to our customers