Let’s re-baseline the end-to-end sign-up/in experience for Prime Video.
The Signup innovation project identified a durable set of opportunities that could build upon the 2024 in-flight work, as well as highlight longer term improvements.
TEAM: Prime Video
ROLL: Lead UX
TEAM: 3UXD, 4PMs, 1UXR, 2SDEs
TIME: 2 week prep, 3-day workshop
DATES: April 2024
Background
01. International Growth Program
In Q4’23, my research partner and I were tasked with uncovering key areas of opportunity for our global markets as part of the newly created International Growth program.
One of the recommended priority areas for 2024 was to reduce Sign up CX friction across devices.
Archetypes
Following the International Research, I created three archetypes based on similarities in the data:
One based on patterns we saw in Mexico/Brazil, one based on India, and lastly one based on US/UK data.
These archetypes were used as a foundation for exploration in a 3-day workshop.
What problem are we trying to solve?
Customers think that the sign-up experience is not as easy as competitor’s.
Customers are consistently surprised when they encounter additional subscriptions or purchasable content post sign up.
Blocks of text & unappealing visuals leave customers unexcited about their new entertainment subscription.
02. International Research
We conducted multiple research in Mexico, Brazil and India to discover new strategies to customize and adapt to the entertainment customs of our customer’s diverse cultures.
03. Initial hypotheses
We hypothesize that sign-up journeys present the highest opportunities to educate customers that Prime Video is a mixed-entitlement marketplace; Educating customers before they encounter S/T/AVOD offerings is crucial to minimize the feelings of confusion and frustration that drive churn.
Workshop
We brought our Archetypes to a 3-day Design workshop we hosted with our key product and engineering partners
We started with a future looking empathy map that explored the ideal experience in a 3-year time frame, which we worked backward from
The goal of this workshop being identification of a long term north star trajectory, and actionable solutions to include as OP'25 inputs.
Sign up as a narrative
My priority after the workshop was to prepare a recommended approach to the overall sign in and up narrative. What is the ideal order of solutions regardless of device.
I narrowed down to my top 3 potential options, did a little stress testing with use cases, then narrowed down to the one you see here.
That work lead to the identification of what we believe to be the ideal overarching narrative (order of operations) that could be applied not only across regions, but is completely device agnostic.
This framework acts as the skeletal structure for a system that can hold different solutions based on cohort, location, or device — but maintain the structural integrity/consistency of the CX world wide.