To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Amazon.
Customers want a immersive, realistic and, effortless product preview experience on search.
The Video Card will be used to surface buying guides, recommendations, how-to, product demos, unboxing, and product reviews.
Utilizing the Video Card to display recommendations from authoritative sources along with Reasons to buy will help customers make confident and informed purchase decisions.
There are two types of views that users can use when displaying results on a page. Grid view and List view. Both have different real state to share for the addition of videos.
How to show ONE video result on the Grid view.
Title, duration, video provider and, of course, a very descriptive screenshot of the content of the video help users to have a clear idea of what to expect after selecting the video.
Due to the extra space that the video card shows within the grid, I suggested adding some video description like in the concepts 1 and 2.
The HTML prototype exposed usability issues straight away and avoided natural omissions that are often made when wireframing.
How to show ONE video result on the LIST view.
Title, duration, video provider and, of course, a very descriptive screenshot of the content of the video help users to have a clear idea of what to expect after selecting the video.
The above concept shows the location of the video metadata under the video thumbnail. I thought to keep consisted the video layout.
The above concept shows the location of the video metadata right to the video thumbnail. As a result, the extra space seems more "filled" with the metadata next to the video.
The user needs to browse through a set of items and possibly select one of them. Also, they enable more than one piece of content to occupy the same piece of prime real estate on the search result page, which can help diffuse any infighting about whose content is most deserving.
In addition, limiting to four, or five video cards help with discovering the content and finding the content in the carousel again later.
One of my biggest UX concerns consisted of the non-so appealing video card experience in contrast to other platforms.
For example, the small text and lack of enough metadata to describe the video content
Concepts that I run with my PM to start rolling the ball with the stakeholders.
Thinking big.
The HTML prototype exposed usability issues straight away and avoided natural omissions that are often made when wireframing. The process, as a whole, was becoming less time consuming because small changes weren't taking hours to rectify and the code was completely re-usable when it came to the production stage.
I tested the new UI with five participants, looking for usability problems. We also talked to participants about what they would use video results for, looking for what kind of functionality is needed to solve the users’ real problems.
Launched experience in January 2018 for the Search Results on the List view.
Launched experience in January 2018 for the Search Results on the List view.
The video addition in the search results and the new lightbox experience has had a positive impact on the search experience. The viewing rate has been significantly increased which means customers are starting to watch videos related to products while searching.
The completion of this project helped me understand and learn more about how to work with other organizations within the company.