Profile Hub is our North Star CX to enable our vision of “One Amazon” destination for all customers to manage their profile and associated attributes to get personalized experiences across all Amazon offerings of shopping, media, consumption, and advertisement, regardless of wether they ow or share an account, and “One Amazon” destination for all teams to view how customers interact with their preferences.

Exploratory approach:

Since it is a North Star vision, this will be focused of hypotheticals and the UX journey of a better CX experience for customers while also supporting business goals.

Through countless hours of research including comparative and competitive analysis’, user testing and customer interviews. We then chose to facilitate brainstorming sessions and design workshops. The results are the hypotheses and recommendations below.

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

Team: 2 UX designers, UX researcher, UX writer, Profile PM, dev team, other PM partners

1. Customers don’t bother filling in attributes because:

   • They don’t know the benefit

   • They are afraid of how the information will get used

   • They are afraid of the information will become public

   • Seems like a daunting task that they are trying to avoid

   • need to go to a certain place to fill in the attributes rather then doing it contextually

   • They are seeking instant gratification

2. Customers will be more likely to trust attribute collection more if the questions being presented are not repetitive between experiences. (to customers all Amazon services are amazon, not matter how the internal devision is)

Profile Hub Is

1 - Keystone

It is a keystone feature for customers to manage (create and view) profiles and preferences across Amazon products and services that enables customers to get personalized recommendations.

2 - Personalized and Contextual

It is catering to each user's individual needs and preferences. It uses inclusive language, considers diverse customer requirements, and collects preferences within and outside the hub. The platform aims to enhance its contextual attribute collection by incorporating widgets throughout the shopping experience.

3 - Transparent

It openly communicates with customers what it asks of them, and tells them why it’s asking the information.

4 - Egaging and Rewarding

It offers engaging experiences that encourage customer interaction while maintaining the profile management utility. It rewards customers with relevant shopping and advertising content based on their preferences and helps them complete desired journey.

Profile Hub Is Not

1 - Dead end

It is not a simple, static, data capture page of customer information.

2 - Tedious

It does not provide an empty, long form for Amazon customers to fill. It minimizes the customer’s memory load by inferring what we know about them as much as possible.

3 - Public Profile

It is private and is only accessible to the users or members of the household who share the same Amazo account. It does not have publicly accessible content, such as reviews and wish lists.

Customers who journey to Profile Hub are expecting to engage in all personalized profile related content. Not just to add or remove attributes from their preferences, in a jarring form like way, but in a contextual form, while also trusting that Amazon has already learned purchase patterns (see 1.1 -b). Since we have concluded multiple people use the same amazon account we wanted to make sure recommendations don’t get tainted between customers, so in a case that a customer did’t know they are able to create additional profiles, we are making them know in an easy intuitive way (see 1.1 - e and 1.3). We also brought into the space influencers and brands followed since it was an actual struggle to find that information before (see 1.1 -f,g).

To bring whimsy and delight to the space while also keeping the customers informed of their progress and benefits a brand new section was created - the Profile Recap. In there a customer can find the progress they have made so far and the positive change and benefits they have collected by doing so (see 1.2 - a,b). An extremely important insight was added where customers are actually able to see where they spend the most which will help them plan budgets accordingly (see 1.2 d). Lastly, “power users” that have created different profiles for the different people who use the account are able to see how the shopping is divided between them (see 1.2 - e).

All thee changes and additions which are discussed above were added to help customers manage their time, spending and the quality of products they are buying, ensuring optimal satisfaction with minimal time investment.

At the category level 2 main structural changes were implemented.

1. Other then customers having to fill out their preferences and attributes in a jarring list form, we changed it to a modular button type where customers are still ab le to see what information was already filled, what is missing, and wether there is some CTA that needs their attention (see 2.1)

   In order to edit, or fill in an answer a bottom sheet will slide up. The benefits of this bottom sheet are the ability to bring in the same bottom sheet module outside of profile hub when a customer is being asked to indicate an answer in a more contextual form (contextual attribute collection - CAC). Furthermore, this type of module will become a non invasive Amazon standard to fill in extra information while keeping customers on their intended journey (see 2.2 and 4.1-4.12 for examples)

2. A recommendations tab was added, which means customers are now able to only browse product that directly relate to their preferences without all the “noise” of regular search (see 2.3)