Tianyu Qiu's Design portfolio
Amazon
Buy with Prime Merchant Console Promotion
UX Design Lead: Tianyu Qiu
UX Designer: Julio Gonzalez
Design Manager: Francesco Sacchi
PM: Raji Miraipandian
Background
Buy with Prime lets Amazon Prime subscribers get Prime benefits on orders placed on merchants' online stores (e.g. Shopify site, BigCommerce site). Prime subscribers shopping on DTC store website can use this feature to order products, and get Amazon Prime benefits, such as 2-day shipping, easy returns, and Amazon customer service.
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To better understand Buy with Prime, please visit: https://buywithprime.amazon.com/home
Outcome
Client /
Amazon
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Service /
UX Design​
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Role /
Senior UX/UI Designer
Agency /
Deloitte
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Year /
2022
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Allow merchant to create, edit, and manage promotions on their products.
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Improve merchants' self-service capabilities on promotion planning.
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Improved order management, return and refund by visualize promotion roadmap.
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Increase merchants' confidence to sell through Buy with Prime.
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Decrease agents or call center support.
Design Context
Promotion Marketing and Advertising
Business Goals & Requests
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Enabling Merchants to duplicate supported promotions in Merchant Console through promotions feature pages. We will support both order level and product level promotion settings.
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Validating promotions code and calculation of the order value.
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$ amount and % percentage based promotions for BwP products.
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Promotion creation, management.
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Promotion constraints - products, usage limits, order limits, and dates.
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Ordering and refund.
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Promotion configuration.
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3rd party app integration.
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Buy with Prime Merchant will be able to create their own Amazon Store and Buy with Prime Store along with their DTC ecommerce website.
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Buy with Prime Merchants are able to link their Buy with Prime account to their Amazon Ads account, so that they can create Sponsor Brand Ad Campaigns on Amazon.com that drives more traffic to their own DTC site.
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Work directly with the Product Manager, Project owner, design manager to finalize the User Stories and BRDs (Business Requirement Descriptions) before creating user journey/flow or any designs.
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Work with UXR to understand the current users for this product.
Define
Promotion
User Stories
A properly written user story would provide better ideas and understanding for design solution direction, and for design team to better understand the problems designers need to solve for the users.
User Story: (example)
As a Merchant, I want to create a price based promotion on Buy with Prime eligible products for unlimited period.
Acceptance criteria:
1) Merchant can setup fixed amount discount on BwP products in SMC.
2) By Default, these promotions will not have an end date.
3) Merchants can enter coupon code (default)
4) Merchant can choose eligible products for the promotion with the option to select all if desired.
5) Merchant can set minimum order quantity or value threshold for the order.
6) Merchants can set the usage limits for specific promotions.
7) There should be a free-form optional text field for merchant to enter comments (Max limit 500) When string length is exceeded, an error should be displayed.
8) After promotion is successfully added, the redirect page will be reverted to default sorted page with no filters.
User journey/Structure
User Flow - Sketches
Design
User flow-Edit an order discount
Promotion management page (Empty state)
Promotion management page
Promotion Detail page (editable/order discount)
User Flow - Product Discount Exploration
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Need to manage product catalog for create product discount promotion, need product date API from catalog. Experience needs to be similar to Product catalog, but with different selection features. Children products are not embedded within parent product.
Promotion detail page (Create a promotion/product discount)
Browse product page (Select products for promotion)
User Flow - Promotion management through filter
Refine
Research - Usability Study
Usability testing design
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Design the testing questions to focus on understanding users' behavior, and if they understand the functionalities.
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Set the scene for contributors, help them get into the positions of real users.
Affinity Map
Usability study result shows, it would be great to manage product catalog with search and filter function. Later features would be benefit to merchant, if they can see which products have higher number in inventory so they can select those from promotions.
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Refine the design based on the business insights from analyzing usability testing data, and present to the Product Manager team and developer team for design updates.
Results
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86% increase in merchants within the first week of Buy with Prime product launch.
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Created 180 automatic promotions in the first week.
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Automatic promotions contributed to 93 orders, 98 units, and $3.4K in GMS during the first week.