Challenge
The Amazon Brazil team noticed, through metrics, that sales of e-Books and Kindle Unlimited subscriptions were very low in the country and commissioned a survey to find pain points and opportunities and to create insights for improvements in the e-Book purchasing journey on Amazon platforms (website and apps)
This project involved 3 UX Researchers and aimed to generate a report of recommended actions that would be presented not only in Brazil, but also in the United States. Everything was done in 1 month.
The Process
The diagnosis consisted of 4 steps:
- Interviews with users
- Heuristic analysis - Navigation through the platforms (website and apps)
- Usability tests
- Report with recommended actions
Interviews
Our process began with an immersion into the Brazilian consumer market so that we could understand the behavior and purchasing times of each social class. From there, we created the interview script.
During the Book Biennial in Rio de Janeiro, we spoke to around 40 people who have already had contact with eBooks and who have Kindles to collect their respective feedback.
Heuristic analysis
During the heuristic analysis stage of the website and applications, we observed problems such as:
- Lack of visibility of purchase status;
- Visual cluttered with too much information;
- Reduced payment methods;
- Visual inconsistencies in journeys between platforms;
- Buttons and error messages without clear information.
Usability testing
We conducted 38 tests with men and women between the ages of 18 and 50, residents of São Paulo, who earned up to 5 minimum wages and who used Android and iOS cell phones.
None of the participants had had any contact with Kindle before.
The test script consisted of registering, buying an Ebook, subscribing to the Kindle Unlimited plan and borrowing a book.
Final Report
After conducting the usability tests, we created a report with a series of findings and insights. In addition, we prioritized some actions to recommend to the Amazon teams (Marketing, Product and Branding).
All usability test videos were edited with the 3 camera views and were also subtitled so that the Latam and Estados Unidos teams could have easy access to the content.
