
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:
Bundle awareness is low across PV
Increase bundle discovery points to surface at the right time and place
Provide consistent visual for easier recognizability
Difficult to understand offer
Unify design language and content to emphasize cost savings and clearly define what is included
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:
Bundle visibility is a challenge across competitors
Lean into external marketing and motivators to promote bundles alongside internal touch points
Hulu, Disney+, and Verizon has build your own bundle creation flows
Reduce cognitive overload and decision fatigue by decreasing factors to compare at once.
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
Increased Engagement: Users interacted with bundled content more frequently.
Improved Discoverability: Reduced time spent searching for related content.
Positive User Feedback: Early testing showed a significant increase in user satisfaction with the browsing experience.