top of page
rewards copy.png
rewards copy.png
rewards copy.png
rewards copy.png
Untitled%20design%20(23)_edited.png
Top

Amazon College Rewards

Website Redesign & Added Feature

Amazoncom-yellow-arrow.png

Reimagining Amazon's College Student Shop to improve the experience and create more value.

Roles

Danielle Justilien
Project Manager, Research, IA, Visual Design, Prototyping

Halima Bushra

Research, IA, Testing

Daseul Kim

Research, Testing

Deliverables

User Research Plan, Wireframes, Style Guide, Prototype

Tools

Figma, Miro, Google Forms

Time

4 Weeks

Project Background

Our team was tasked with the challenge of finding an area of Amazon that could use improvements to the user experience. Our initial thoughts drew us to college shopping department due to the timing of back to school season and the increase in online shopping due to the effects of COVID-19.

The purpose of the Off to College department is to provide guided shopping for college students back-to-school essentials. While exploring, we discovered that the college student shop was difficult to find and the navigation appeared to be complex.

Before: Off to College Page

Our Design Process

Empathize

Competitive Analysis

Secondary Research

General Survey

SUS Survey

Define

Persona

User Journey

Problem Statement

User Stories

User Flow

Ideate

Sketching

Wireframes

Design

Style Guide

Prototype

Test

Mid-Fi Wireframes

Hi-Fi Wireframes

Empathizing with the User

Our research began with a competitive analysis to get an idea of what our direct and related competitors offer for college student's shopping experience. We collected screenshots and documented the college shops of 12 online competitors.

From this, we found that the majority of our competitors had some sort of online registry or college student specific incentive. We also found that our direct competitors organized their main pages similarly, with an emphasis on categorizing the common products student's need and providing inspiration to guide their shopping.

5ec8e8c90f811b00044fe4b4.png
unnamed.png
Bed_Bath__Beyond_Logo.png
Walmart_logo.svg.png
Target-Logo-1.png

Guiding our Research

Moving forward, we conducted our user research aiming to learn more about these issues:

1

Are users facing usability issues 

on the Off to College page?

2

How has COVID-19 affected college student's shopping?

3

Would a college registry add value to the user's experience?

Expanding our Research

My teammates then conducted secondary research and collected data from nine online sources.


With each source, we gathered the main points and organized the data with an affinity map. Through this, we discovered these helpful insights:

rewards copy.png
rewards copy.png
rewards copy.png
rewards copy.png
rewards copy.png

DEFINE

College Student Survey

My teammates conducted a college student survey to learn more about user's habits and experiences with shopping for college online.

Findings

100%

of respondents have never used the Amazon College Shop

62%

of respondents spend less than 30 minutes shopping for supplies

42%

of respondents rarely ask friends or family to purchase supplies

System Usability Scale Survey

To gain user insight on how the UX/UI of the Off to College page could be improved, we also conducted a System Usability Scale survey.

Findings

33%

of respondents felt the Off to College page was cumbersome to use

42%

of respondents would not like to use the Off to College page frequently

25%

of respondents found the college page to be unnecessarily complex

Understanding the Problem

Based on our research, I introduced Julia into our project to guide our design decisions. We knew that our design should include solutions for students like Julia who have a tight spending budget and no time or patience for difficult online shopping.

Main Persona.png

Visualizing the Current Experience

With Julia in mind, I created a user journey map to reflect the current user experience on Amazon. By gaining a better understanding of Julia's process and thoughts, we discovered a few opportunities to improve the Off to College page and offer more value to college student shoppers.

user journey.png

Opportunities

Incentivize college shopping on Amazon by offering savings and discounts. 

Simplify the organization and navigation of the Off to College page.

Provide product suggestions and inspiration to help guide user's shopping.

These insights brought us to our problem statement:

How might we create a more efficient and valuable shopping experience on Amazon for college students.

Refining the Problem

Our research and persona solidified some of our early assumptions and completely negated some others. We returned to the drawing board to define the problem and consider solutions. 

1

Are users facing usability issues 

on the Off to College page?

Untitled design (2).gif

Overall, users found the page to be complex and cumbersome to use

2

How has COVID-19 affected college students shopping?

Untitled design (2).gif

Most users are now learning from home and shopping online more

3

Would a College Registry add value to the user's experience?

Untitled design (2).gif

Instead, a college rewards program would allow savings opportunities for students 

Writing the User's Story

I then created user stories to lay out Julia's potential goals for her college shopping experience. With the focus on our two main features, the Off to College page and College Rewards Dashboard, I identified what should be included in our design to ensure those goals are met.

user stories.png

Understanding the User's Flow

I also created a user flow to visualize the most direct path Julia would take from the Off to College page, through the task of redeeming a reward, and to her College Rewards dashboard. With this, we were able to identify each screen that needed to be designed and where they would fit into the user flow.

Ideating our Designs

Moving into our design, we started by sketching out our ideas for the Off to College page and the College Rewards Dashboard. While sketching, I considered the priority of content and simplified organization of each page.

Molding the Experience

We reviewed and discussed our sketches and agreed on the layout of each page. I then moved into the mid-fidelity wireframes for the Off to College page and the user task flow to redeem rewards. As supported by our user research, I focused on organizing each page in a way that was simple and intuitive.

Click  to view my design decisions

It was important to us to get feedback from our users as often as possible within our timeframe. My teammates conducted 6 usability tests on our mid-fidelity wireframes.

We found that our users generally reacted positively to the designs, but we found some opportunities to improve to the navigation bar and adjust the number of featured products.

"I don't need inspiration, but recommended products are helpful."

"Redeeming rewards seems pretty simple and quick, I like that!"

Designing the Solution

Our team wanted to update the Off to College page to appeal to the fun and lively spirits of college students, while maintaining the look and feel of Amazon's UI. Refreshing the design led us to our style guide for the Off to College Page and College Rewards program.