Creator Portal

Video upload anywhere
Amazon customers can now add videos to their favorite products through the Related Video Shorts Widget on Product Detail Pages.

why?

The goal of the creator portal is to lower the barrier to users uploading videos (Upload), managing their uploaded videos (Management), and reduce confusion about understanding information about their uploaded videos (Metrics).

  • Make video ingresses.
  • Simplify/clean up the process.
  • Create signals to notify creators where and how their content is doing.
  • Make it fun.

My Role

I led the design of Video Experience across iOS, Android, Desktop, and Web since the outset of the project in October 2016.

I led efforts to evolve the service and address customer pain‐points related to the browse and discovery the video experience.

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WHO?

Randy Reviewer – This customer is between 35 and 65 years of age and is a top 200 reviewer already on the Amazon website. They create lots of text reviews today and want to start expanding into video. They primarily use Amazon on their laptop, but are starting to also check their review performance and standing using their smart phone too. This person values efficiency since any extra time they spend with the tool is time they aren’t spending creating new reviews and improving their rank among top reviewers. They are very familiar with existing Amazon review tools and spend lots of time with our platform.

Ian Influencer – This customer is between 18 and 30 years old and is focused on building a following and influencing other people using their personality and creativity. This customer is extremely active on social media platforms like Facebook, YouTube, Twitter and Instagram. They create reviews as a way to engage and collect new followers. This customer almost exclusively uses Amazon using their mobile phone. They can create content with either a smart phone camera or with a high quality video camera they borrow from their college.


What is the customer problem or opportunity?

“As an Amazon customer, I want to share my personal perspective of a known product so I can influence others about the benefits and disbenefits of the product.

As an Amazon customer, I want to be able to visualize metrics regarding my uploaded videos so I can analyze the viewer engagement.”


How do you know what customers need or want?

Recognize that my personal experience may not be representative of typical customers, resulting in missing what customers truly need or want.

As a UX designer for the Video Shopping Experience team might seem simple to say that what customers want is to watch videos. Is that really what they want?.

As I envision the idea of allowing customers to upload videos, I need to use qualitative and quantitative data to back my thinking and inform my understanding of what customers need or want. Customer data comes in many forms. What are the best signals to inform the customer experience? what tools and mechanisms I have to understand customers. Dive deep early on to find supporting data for my idea — it will save me a lot of time later on.

I partnered with the project manager of this project to uncover customers insights. We conducted a series of interviews where we gathered data about customer behaviors and motivations.

The results of the interviews show that:

  1. “As an Amazon customer, I want to submit video reviews fast, so I can focus on doing other things.”
  2. “I want to be able to show something off without having to be the focus of the video, so I can eliminate being so self-conscious of my looks or voice.”
  3. “As a frequent reviewer, I want to be able to find existing content, so my reviews are unique and helpful to others .”
“As an Amazon customer, I want to share my personal perspective of a known product so I can influence others about the benefits and disbenefits of the product.”

What does the customer experience look like?

Locations where we allow customers to upload a video.

  1. Your Orders.
  2. Product detail page.
Ingresses from Product Detail Page and Your orders.

Product Detail Pages

The video shopping experience team owns the video carousel that is located on the product detail page. This widget shows the videos that are related to the product. We provide videos like side-by-side comparisons, unboxings, how-to’s, or even a simple piece of product advice with other shoppers.

Adding an ingress point in the Related Video Shorts (RVS) Widget makes sense for the users to have the entry point because it is where all the video selection is located.

The Related Video Shorts (RVS) widget is located after the product specs.

These videos are located within the Product detail page.

User flow

Step 1

What type of video?

Based on user feedback, customers felt less pressured when displaying the video topics before proceeding with the recording. According to the participants, "it makes the process less stressful." As a result, the first screen that the user sees, once she has selected the "upload video" feature, consists of an Option Selector control that displays the different video topics to choose from. The options control allows users to select only one pick from:

  • Unboxing.
  • Product demo.
  • Setup.
  • Troubleshooting.
  • Comparison.
  • How-to.
  • Other.
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STEP 1. List of the video topics from which users can pick from.

Step 2

ASIN product

Once the user decides to upload a video from the product page, the ASIN is associated to the video by default. From this page, Title and Description of the video can be entered. The input information for the video shows by order of preference.

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STEP 2. User enters video information.

Step 3

Manage

“Pending” informs the users about the status of their video until the Moderation team has approved it. Tapping on the “more” icon shows the different options at the moment.

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STEP 3. Manage your videos.

Flow that shows the ingress from Your orders.

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Onboarding flow for video uploading

Goal

Encourage users to engage with the new video uploading feature:

  • Help them get comfortable by setting expectations for what’ll happen.
  • Provide an obvious way to move forward to that next step.
“As an Amazon customer, I want to know the way of getting me “up and running” with the new video uploading service so I can start uploading my videos.”

Video Upload Onboarding Concept

The following concept provides a guidance about how to record a video based on the what category the customer has chosen. I provide tips and an example of a video recorder by a customer.

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evaluate

I tested the Onboarding process with five participants, looking for usability problems.

I asked questions like:

  • How could we present the information in a more meaningful way?
  • Does this onbarding process feel like it was designed for you? User Onboarding is the process of increasing the likelihood that new users become successful when adopting a new feature.
  • Is anything missing on the boarding screens?

Framer proved to be the best tool of choice for testing. I chose to develop a high‐fidelity prototype which had both benefits and drawbacks.

On a positive note, the prototype was a powerful tool in creating transparency in the design process. My what you see is what you get approach strengthened my relationship with leadership and allowed me to gain feedback and approval from both my stakeholders and development team early on.

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Framer Prototype @ http:/carlosmarin.net/LightBox/home.html

Results

No major issues discovered during the evaluation for the Onboarding process. Information presented was clear and graphics were appealing to all the participants.

Introducing the New Experience

March 2018

No major issues discovered during the evaluation for the Onboarding process. Information presented was clear and graphics were appealing to all the participants.

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How can I try it?

Trying it is easy. In your Amazon mobile app or browser, search for any product. You should see a button to “Upload your video”. Tap that button and please submit a video, we would love to see it.

Positive results and much more to do

Trying it is easy. In your Amazon mobile app or browser, search for any product. You should see a button to “Upload your video”. Tap that button and please submit a video, we would love to see it.

The launch of the Creator Portal feature has had a positive impact on the video uploading and managing uploaded videos experience.

On May 2018, we have approximately a total of x,xxx uploaded videos. The daily average consists of xxx videos at day.

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User Flow show the complete path that users follow across the whole solution.