Bundles Program

Improving content discoverability and enhancing user engagement by offering curated content bundles.

Amazon Prime Video is uniquely positioned to enable partners to provide a superior bundle experience to customers because no other service offers such a diverse scale of business lines: SVOD, Subscriptions, TVOD, and PPV.

My role

UX Researcher

  • Desk research

  • Competitive analysis

  • Define interview questions and script

  • Survey and interview users

  • Usability testing

  • Synthesize user research and business data

  • Ensure objectives, goals, and requirements are clear and led by user research

 

UX Designer

  • Visual design (marketing materials + bundles graphics)

  • UX and UI design (wireframing, prototyping)

  • Shape the product roadmap, designs, and future research activities

  • Review user stories within sprints

Goals

 

Discover

Improve discovery of bundles for customers at the right time and place.

 

Consider and convert

Simplify decision-making during acquisition to help customers understand what they will receive.

 

engage

Help customers find and watch their entitled content faster and easier

 

manage

Give customers control in managing their bundle.

 

Project timeline

 

Discovery + Define

  • Doc reading / Knowledge transfer

  • Stakeholder 1-1s

  • UX Planning and internal kickoff

  • Partner share outs

  • Competitive Analysis

  • Existing PV Audit

  • Existing Foundational Research

 

Explore + Validate

  • Customer journey maps

  • Use case prioritization

  • Initial wireframes

  • Evaluative research

  • OP2 planning

 

Refine + Develop

  • Design refinement

  • Review roadshow

  • Final design spec

  • Accessibility spec

  • Design QA

Research & Insights

Existing experience audit:

Captured current bundle experiences across Prime Video and gathered insights:

  1. Bundle awareness is low across PV

    • Increase bundle discovery points to surface at the right time and place

    • Provide consistent visual for easier recognizability

  2. Difficult to understand offer

    • Unify design language and content to emphasize cost savings and clearly define what is included

  3. Burdensome navigation and playback

    • Re-think bundles nesting across bundle detail page vs single title detail pages inside the bundle

Competitive analysis:

Reviewed existing bundle-like experiences in streaming and gaming platforms and identified best practices in content categorization and UX patterns:

  1. Bundle visibility is a challenge across competitors

    • Lean into external marketing and motivators to promote bundles alongside internal touch points

  2. Hulu, Disney+, and Verizon has build your own bundle creation flows

    • Reduce cognitive overload and decision fatigue by decreasing factors to compare at once.

  3. Apple TV shares the same problems with PV with TVOD bundles

    • Prioritize offer clarity in TVOD bundles to showcase what is included and clear cost savings to communicate value and avoid duplicate purchases

 

initial Wireframes & Prototypes:

 

Explored multiple layout variations for showcasing bundles and developed interactive prototypes for usability testing

Usability testing

8 participants viewed click-through prototypes for TVOD bundles, Subscription-gated pay-per-view bundles, and Channel bundles. Feedback was collected and a research report was generated to synthesize our findings. These insights were utilized to improve each user experience.

 

Final designs

  • A redesigned content discovery interface that showcases bundles in a visually engaging and intuitive way

  • Improved UX hierarchy, ensuring users can browse and engage with bundles seamlessly

  • A scalable design system that supports future content expansion

 

impact & outcomes

  1. Increased Engagement: Users interacted with bundled content more frequently.

  2. Improved Discoverability: Reduced time spent searching for related content.

  3. Positive User Feedback: Early testing showed a significant increase in user satisfaction with the browsing experience.