My role
Lead UX Designer
Timeline
6 months
Impact
+$2.6m sales
At Amazon I lead product design and strategy for my org Heavy Bulky Services, which specializes in products over 50 lbs. My org represents 7% of total Gross Merchandise Sales (GMS) at Amazon across all product categories.
Services are available for large products that include delivery to a room of choice, assembly, installation, and haul away of old items.
Based on numerous studies, the desire for services is very high while the awareness and discoverability of services is low. Most customers simply don't realize Amazon offers these kind of services.
Heavy Bulky customers have a strong desire for services, but awareness in the customer journey is low.
CEO Andy Jassy mandated for all teams to put Add to Cart button in Search by EOY 2024
30% of customers are adding HB item to Cart directly from Search with this new button
Customers are skipping over the Detail Page, and miss discovering our services.
This has made many teams nervous, who reply on the Detail Page as a way for customers to discover and add services
The previous purchase flow stopped customers before Checkout on a special full page interstitial to upsell services. Although this improved discoverability, service attach rates were low at less than 4%. I conducted a study which showed that customers expect to add services on Detail Page or Checkout page, without being interrupted in between. Furthermore, stopping customers on a full page before Checkout results in negative overall sales growth and adds unnecessary friction to the purchase flow.
The average time spent on Checkout is under 12 seconds. With this in mind, Checkout needs to optimized for speed of purchase.
Checkout is a highly contested area with many teams across Amazon wanting to upsell. Ever pixel counts. Every vertical pixel taken up in Checkout is worth over $2 million in revenue.
How Might We help customers discover and add services, without interrupting their purchase flow?
To solve this, I created a new purchase flow which does not stop customers on a full page upsell interstitial before checkout. the customer goes directly from Cart to Checkout. Our heavy bulky services are still displayed via radio buttons on Checkout page.
Simply put, I think beyond the requirements of the project to strategize for what's best for the customer, business, and long term vision.
This new Checkout flow has been launched World Wide as of August 2024.
Reduced time to checkout
-30 second reduction
Abandoned purchases reduction
-2%
Annualized impact
+$2.6m sales
This project did not go as smoothly as it seems here in this summary. Earlier iterations were explored before going in this direction. I coordinated with many teams for approval, gained internal and leadership alignment, and expanded my new purchase flow framework to fit dozens of Heavy Bulky use cases around the world.
Contact me for a detailed presentation.