ROLE
UX Strategy
Amazon Brandstore
E-Commerce Experience
Prototyping
TOOLS USED
Sketch
Invision
TYPE & TIMELINE
Content Strategy
Wireframing
1 Month
TEAM
I was the lead UX strategist alongside 1 project manager, 1 producer, and 1 art director.
Live now! Take a look at the final design
PURPOSE
Items for P&G and Integer to align on:
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Creative handoff for implementation – can/should we start handing over homepage creative?
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What are the file types and documentation needed for handoff?
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Cross-selling on each page (specific product recos)
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Specific SKUs for each product collection
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The vision for the registry page is to mainly focus on the registrant/new moms.
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Confirmation on specific products/SKUs to feature on sub-pages
Where we're at:
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Competitive research and audience understanding
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Overall navigation and organizational strategy
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Homepage wireframes
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Homepage creative
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Sub-page wireframes
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Sub-page creative
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Creative handoff
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Development
SUMMARY
Rd 1 of Pampers Amazon Brand Store sub-page wireframes to showcase the user journey throughout the store.
Next Steps:
P&G to provide feedback/approval on sub-page wireframes. Once approved, Integer to move into creative development.
The team to take on this project comprised of 1 UX Strategist, Creative Team, and 3 Project Managers. My main responsibility on this team was to spearhead the UX/UI behind the Amazon Brand Storefront.
CUSTOMER
New Mom
A new mom is likely to be overwhelmed by the number of diaper brands and options available online. She may not know what size diapers her baby needs, or what features to look for in a diaper. She may also be worried about buying the wrong diapers and having her baby get a rash.
Experienced Mom
An experienced mom is likely to be more familiar with the different diaper brands and options available online. However, she may still run into problems, such as finding the best deals or getting free shipping. She may also be concerned about the safety of buying diapers online.
Here are some specific problems that both new and experienced moms might encounter when shopping online for diapers:
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Not knowing what size diapers to buy. This is a common problem for new moms, as babies grow out of diapers quickly. Experienced moms may also run into this problem if they have more than one child of different ages.
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Not knowing what features to look for in a diaper. There are many different features to consider when choosing diapers, such as absorbency, fit, and comfort. New moms may not know what features are important, and experienced moms may have different preferences than they did when they first started using diapers.
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Not being able to find the best deals. There are many different diaper brands and retailers online, and it can be difficult to find the best deals. New moms may not know where to look, and experienced moms may not have the time to compare prices.
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Not being able to get free shipping. Free shipping is a great way to save money on diapers, but it's not always available. New moms may not know how to get free shipping, and experienced moms may not have the time to wait for free shipping.
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Being concerned about the safety of buying diapers online. There have been some reports of counterfeit diapers being sold online, so new and experienced moms may be concerned about the safety of buying diapers online.
Who We Are Talking To?
SARAH
Challenge:
Sarah is having trouble shopping online for diapers. She is a new mom and doesn't know what size diapers to buy, or what features to look for in a diaper. She is also worried about buying the wrong diapers and having her baby get a rash.
Goal:
Sarah wants to find the best diapers for her baby, but she is feeling overwhelmed by the number of options available online. She wants to find a diaper that is absorbent, comfortable, and affordable. She also wants to make sure that the diapers are safe for her baby.
Pain points:
Sarah is frustrated by the lack of information available about diapers online. She doesn't know where to start her research, and she is worried about making the wrong decision. She is also concerned about the safety of buying diapers online, and she doesn't want to put her baby at risk.
Needs:
Sarah needs help finding the best diapers for her baby. She needs clear and concise information about different diaper brands and features. She also needs to be able to trust that the diapers she buys are safe for her baby.
How can we help her?
We can help Sarah by providing her with clear and concise information about different diaper brands and features. We can also help her by providing her with a safe and secure place to buy diapers online. We can also help her by offering her coupons and discounts on diapers.
By helping Sarah find the best diapers for her baby, we can help her feel more confident and comfortable as a new mom. We can also help her save time and money, and we can help her ensure that her baby is safe and healthy.
THE APPROACH
When developing sub-page wireframes we kept the following details in mind:
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New mom vs. Experienced mom
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Balance of discoverability & shoppability
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Product Collections
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Storefront capabilities/Inspiration
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Objective of each page
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UX best practices
PROBLEM STATEMENT
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Do your research. Before you start shopping, take some time to research different diaper brands and features. This will help you narrow down your choices and make a more informed decision.
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Compare prices. Once you've narrowed down your choices, compare prices from different retailers. This will help you find the best deals.
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Look for coupons and promo codes. Many retailers offer coupons and promo codes for diapers. This is a great way to save even more money.
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Sign up for email alerts. Many retailers offer email alerts when diapers are on sale. This is a great way to stay up-to-date on the latest deals.
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Buy in bulk. If you're planning on using the same brand of diapers for a while, consider buying in bulk. This will save you money in the long run.
NAVIGATION INSIGHTS
WHAT DOES SHE WANT?
Knowing we have two different audiences coming to the same page, we need a tactical approach that will satisfy both of their needs.
DIAPER FINDER INSPIRATION
HUGGIES:
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The diaper finder is easy to understand and use, categorized by milestone and weight.
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Very simple interface. After clicking, the shopper is provided with an aggregate of diapers and wipes based on their specific need.
SITEMAP
DISCOVERABILITY & SHOPPABILITY
Discoverability:
Encourage shoppers to SHOP NOW where you can educate and show breadth of products
Shoppability:
Provide a shoppable experience that allows a shopper to add to cart in one click.
PRODUCT COLLECTIONS
The header image from the storefront is placed into each widget.
We have included product collections on the diapers, wipes, training pants, and bed wetting pages with the option to also include deals.
Product Collections (in beta) lives on the search results page with multiple widgets that are dynamically populated based on Product Collections set-up on the storefront.
BEST PRACTICE
Consider the entire journey:
Paid media should lead shoppers to convert—either to your PDP or a branded storefront to drive discoverability, engagement and sales.
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Amazon storefronts have a variety of modules that we can leverage to create a branded "storefront/site" for an Amazon shopper.
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The shopper can access the storefront through paid search, paid display/video, PDPs, or even Google.
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Stores with at least one image and one video increased dwell time by 27%
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We’ll help organize your digital shelf by product lines and create engaging, educational and shoppable content to drive incremental sales.
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We recommend infusing a mix of lifestyle images, video content, product finders, how-to videos and shoppable moments throughout the storefront’s home page and sub-pages.
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We're well versed in Amazon storefront development, publishing and data evaluation to evaluate and identify opportunities to optimize over time.
DIAPER FINDER:
OVERALL
Objective:
Help new and experienced moms find the best fit and diaper for their baby, based on weight or milestone.
DIAPER FINDER:
WEIGHT
Objective:
Show all relevant diapers within the size criteria. Include education for each sub-brand.
EXAMPLE
DIAPER FINDER:
NO-SUB BRANDS
Objective:
Show all relevant diapers within the size or milestone criteria without education of each sub-brand.
Do we prefer education for sub-brands or a focus on product?
Blue boxes indicate where we could cross-sell wipes
DIAPERS SUB-PAGE
Example
Objective:
Educate shopper about the key benefits/features/differences of each sub-brand. Includes Product Collection.
SWADDLERS SUB-PAGE
Objective:
Educate shopper, plus display all diapers, bundles, bestsellers and deals relevant to the sub-brand. Same wireframe applies to all diaper sub-brands
What’s our cross-selling
vision for product
sub-pages?
WIPES SUB-PAGE
Example
Objective:
Educate shopper about the 5 sub-brands of Pampers Wipes, detailing key benefits/features/scent of each. Includes Product Collection function.
TRAINING PANTS
SUB-PAGE
Objective:
Educate the shopper about Pampers training pants superiority. Includes Product Collection.
BED WETTING
SUB-PAGE
Objective:
Educate shopper about Ninjamas superiority. Includes Product Collection.
PRODUCT SUB-PAGE
INSPIRATION
Categorizing the page:
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The Honest Company and other brands are organizing the digital shelf using lifestyle images and products.
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For all sub-pages, we want to approach the digital shelf in a similar manner, using a mix of imagery, text, and products to showcase the sub-brands, key points of differentiation, and relevant products the shopper can add to cart quickly.
ADD TO CART
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In addition to organizing the digital shelf through imagery, text, and products, we also want to consider how the shopper will add items to cart.
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Finding the right size (quickly) is important so we would like to consider adding product quick views vs. hot spots so the shopper can toggle between sizes easily.
DEALS PAGE
INSPIRATION
Subscribe & Save
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Aveeno Baby and Starbucks are great examples of introducing Subscribe and Save and featuring relevant products.
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Some competitors and out-of-category brands offer deals, but they miss the opportunity to introduce subscriptions and the benefit to price conscious shoppers.
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Positioning bundles as a savings opportunity is another way to inspire shoppers who are looking for a deal and can see the cost savings for buying in bulk.
DEALS SUB-PAGE
Example
Objective:
Highlight featured deals, bundles, and Subscribe and Save as different ways for shopper to save, finding a balance of education and add-to-cart function. Consider adding to Product Collections to encourage shoppers to engage/click the ad unit.
REGISTRY INSPIRATION
Registry Faves:
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Like the Aveeno baby registry page, some brands customize this header to focus on the mom-to-be and encouraging her to add the very best to her baby registry.
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The Honest Company offers a variety of options to the new mom, including gift sets.
REGISTRY FAVES INSPIRATION
Ojective:
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Personalize the messaging to focus on the expectant mom, whether it’s her first or her third. Include top sellers and bundles, plus links to tips and diaper finder to encourage engagement throughout the store.
Is there anything else that should be considered for registry page?
Example
TIPS SUB-PAGE
INSPIRATION
Brand Story/ Tips Page:
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Cooper Tires shares their point of differentiation through a mix of text, video, and lifestyle content.
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Adidas promotes a social cause through impactful use of color, images, and text.
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Huggies offers a variety of diapering 101 articles and tips.
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Yeti provides an overview of their brand, history, and brand values regarding durable, quality products through simple, effective, and on brand storytelling.
TIPS SUB-PAGE
Example
Ovjective:
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Share the Pampers brand story through education on savings (Pampers Club), social causes, and tips/articles relevant to diapering and potty training.
CONCLUSION
In this case study, we have explored the UX best practices for redesigning the Pampers Amazon Brandstore. We have identified the following key areas for improvement:
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Navigation: The navigation on the current Pampers Amazon Brandstore is not clear and intuitive. Users should be able to easily find the information they are looking for without having to search through multiple pages.
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Content: The content on the current Pampers Amazon Brandstore is not engaging or informative. Users should be able to learn more about Pampers products and how to use them.
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Design: The design of the current Pampers Amazon Brandstore is outdated and cluttered. Users should be able to easily scan the page and find the information they are looking for.
We made a number of changes that would improve the UX of the Pampers Amazon Brandstore. These changes include:
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Redesigning the navigation to be clear and intuitive.
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Adding more engaging and informative content.
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Updating the design to be more modern and streamlined.