UX writing
Some of my work involves sensitive information, so the case study presented here is high level and limited. Branding has been removed from unreleased screens. If you have any questions, contact me to discuss.The situation
Amazon wanted a series of challenges to drive usage of Prime benefits. The first iteration worked as a proof of concept, but had limited user engagement. As the lead UX writer for Prime, I was asked to evaluate the content and make improvements.
The task
Create content that will drive engagement. Challenges would need to be accessible via web, mobile, and the app. In future iterations, challenges might be used to help members discover new Prime benefits.
The action
Together with a UX designer, I evaluated the existing content and imagery.
I collaborated with a UX researcher to find what ideas caught user attention when browsing
We found that users were drawn to messaging that spoke to their personal goals, like getting the most out of their Prime membership or reinforcing “good” behaviors, e.g. combining shipments to lower emissions.
Challenges that directly referenced corporate goals, like “visit more often” or “purchase X brand” were more likely to be ignored.
The UX designer and I created an initial challenge, implementing our research findings
I put together a list of future challenges, with supporting text for each one
The result
The initial challenge saw a 15% increase in interaction and a 9% increase in challenge completions
Subsequent metrics included increased usage of Prime benefits and higher rate of followup purchases.