Jason King
Product Designer

Amazon Baby Registry

Helping expecting parents find what they need

Overview 

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

Where we started
Amazon Baby Registry
I had to convince stakeholders that UX matters to the business
Amazon Baby Registry

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.

Amazon Baby Registry

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.

Interviewing Parents

I worked with a outside vendor to organize customer interviews, set up research goals, and create a research plan.

Those activities were used to show impact on the product
Business goal  👉  Empathy 👉  Impact

Business goal  👉  Empathy 👉  Impact

Working through my design process to make improvements
Amazon Baby Registry

Explore Possibilities

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.

Click Create Registry to start prototype

User Testing

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.

Key findings:

  • Easy to find items
  • Helpful organization of key information
  • Not reflecting an exciting time for our users

Amazon Baby Registry

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

What was the result?
$50
Increase in average registry value
22%
Increase in items added to registries
5%
More customers say they use as first choice
10%
Increase in the number of categories added