Prime Video is a video streaming service developed, owned, and operated by Amazon. Amazon Prime Video offers unlimited streaming of movies, TV shows, Amazon originals, and sports. Customers can also rent, buy, and subscribe to movies, TV episodes, and channels.

Role: UX Researcher, Designer | Project Type: Individual

The pandemic has already made popular video streaming services seem essential. Given the relatively inexpensive subscription fees, the lack of long-term contracts, and the many channels of access, there is friction in accessing content. It is effortless for subscribers to switch to a service with a better user experience. Unfortunately, 33% of the total customer reviews given for Prime Video in the United States are unfavorable, the reason stated being user experience issues

How might we increase customer retention by reducing friction while accessing content?

I performed a card sort exercise in Maze to help me group the categories from the menu bar. During the card sorting, I asked users to choose the options they used frequently and would like to be prioritized over others. Based on the results of this exercise, I could decide which options the users want to be readily available.

• The overload of options on the home page is reduced to give a better user experience.

• Frequently used options are readily available on the main screen. Users can further filter based on language, genre, released year, and quality.

• Users can simply use the Amazon Prime button on the top of the page, which helps switch between the shopping site and Prime Video in a single click. This eliminated unnecessary options.

• Users are provided with a consistent UI experience when they use the search functionality, and they can further filter or sort the search results.

• I wanted to design something discoverable and grab the user’s attention with a notification when a particular rental is expiring or as soon as a movie is available to watch. The bookmark icon is for the watchlist, and the credit card icon is for the purchase, rentals, channel subscriptions, and a shortcut to look at the payment information.

I would conduct a usability test with several participants on the redesigned prototype to evaluate how they feel about the new changes and investigate additional findings. This will allow me to improve the app in the next set of iterations to align with what users enjoy.