Opportunity
We looked to improve the customer experience of the DHKGB and provide parents with an easier way to share gift lists. The team had to identify the pain points of customers while also creating opportunities for advertisers to feature their products in the experience. For the first time, we were also making the DHKGB available in both English and Spanish, giving a full, inclusive experience to more Amazon customers.
Solution
The team took a mobile-first approach, providing new ways to browse through the 104 pages. We made it easy for customers to jump to key branded areas and featured collections such as toys from small businesses. Additionally, we created a simple path for customers to add/remove products to their Holiday Gift List and share them with loved ones. In this experience, we also integrated an additional sponsor dropdown menu for advertisers to promote their holiday toys.
As the UX and design lead of the project, I first created wireframes and then directed the development of a prototype for user testing. I performed an unmoderated User Testing study using a low-fidelity wireframe prototype to assess user behavior. The study centered on the user’s understanding of the menu, Gift List, and book navigation. The feedback revealed valuable patterns, enabling improvement.
During this phase, I identified the pain points of customers. I updated wireframes to optimize Gift List creation within the experience based on the user’s understanding of the functionality. Then, I created UX annotation decks and presented them to the stakeholders and developers.
With the functionality of the experience set, I defined the visual design, worked with motion designers to create delightful animation elements to enhance the customer experience, and all the digital marketing ads for the experience.
Result
Our Amazon's Digital Holiday Kids Gift Book was well-received by Amazon customers. 30M copies of the physical book were shipped to households, and 24.4M recipients made a toy purchase.
The mobile-first approach and inclusion of Spanish language made the experience more accessible and inclusive. 1.6M unique customers visited the digital book and generated 30M impressions, with +800K add-to-carts (over 90% coming from mobile devices). Average ad clickthrough rate increased more than 3x compared to previous year. Overall, our efforts led to an improved customer experience and a more efficient way for parents to manage their Holiday Gift Lists on Amazon.
Wireframes: Mobile
Wireframes: Desktop
