Profile Hub is a location that enables a personalized experience for each member of a household, especially those who share their Amazon account (according to a survey conducted, 81% of Prime members share their account). This is a destination for all customers to manage their profile and associated attributes to get personalized experiences across all Amazon offerings of shopping, media consumption, and advertisements, regardless of whether they own or share an account.

The Challenge

  • Core Profile CX for customers to create, select and manage Profiles/preferences seamlessly.

  • Integrating with new programs.

  • Simplifying customer journey, and minimizing the click path.

  • Aligning to internal style guides.

Role: Research analysis, Information Architecture, Wire frames, UI

Team: UX designer, UX researcher, UX writer, Profile PM, dev team, other PM partners

PROCESS

Competitive Analysis

In our competitive analysis, we conducted an in-depth examination of the Customer Experience (CX) Profiles offered by online retailers. We thoroughly examined numerous websites and mobile applications, ultimately singling out eight fashion-oriented and two beauty-oriented platforms that exhibit commendable personalization practices. The analysis concentrated on two key aspects: (1) evaluating the Customer Experience within their Profile Hubs and (2) assessing the impact of profile information on the overall customer experience.

The selection of these retailers was deliberate, as they served as exemplary models of personalized shopping experiences in the domains of fashion and beauty. We also took into consideration their diverse product offerings, including various goods and brands, aligning with the challenges faced in a similar space to that of Amazon.

 

  • Shein - Fast Fashion

  • The Yes - AI powered shopping

  • Nordstorm - Department Store

  • Zalando - EU Retailer

  • Far Fetch - AI powered shopping

  • Depopo - Social secondhand clothing

  • Adidas - Activewear & sport fashion

  • Rent the Runway - Fashion rental

  • Sephora - Beauty

  • Fety - Beauty

In September 2022, the Fashion UX team conducted a series of unmoderated user sessions with 19 participants in the US using the UserTesting platform to share verbal feedback regarding the Profile Hub prototype experience. Participants were presented a fashion website scenario on mobile and desktop where they were asked to access Profile hub, provide feedback on content, share their thoughts on profile benefits, personalization, information storage as well as make changes that included adding and deleting a profile.

Additionally, there was a need to align images, typography, and language better to the new and improved design style guides and design systems.

Despite the feedback and all the improvements and iterations that were expected to be implemented, the Beta launch was a success. Profile hub engagement grew by 80%. Profile photo edit and upload grew by 65%.

Mocks

RESULTS

Since the launch of the new profile hub experience in September 2022 we saw that:

  • Profile Hub Engagement grew by 180% YTD (+123MM interactions vs 2021) as a result of the launch of an added centrally-located profile picker that enables customers to select the profile who is shopping (‘Shopping As’) along with an ingress to Profile Hub.

  • We improved the CX by enabling customers to edit their name and set their photo avatar.

  • Monthly Visits to Profile Hub grew by 12X (+68 MM page ingress vs 2021) due to the launch of Profile Hub which revamped the Customer Profile Preference Management Page.

  • This streamlined ingress doubled the number of explicit attributes collected on the Profile Hub when compared to 2021 resulting in a more personalized shopping experience for customers.

  • Impressions for Profile Widgets also grew in impressions by more than 3X (+32MM impressions) as a result of the expansion of the Size Finder feature in the US and in international marketplaces like UK, DE, IN.