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Amazon Restaurant
2017
Food Ordering for the "Hangry"
Background
Amazon Restaurants was a food delivery service launched by Amazon in 2015, designed to compete with other food delivery platforms like Uber Eats and Grubhub. It allowed Amazon Prime members to order food from local restaurants and have it delivered to their homes through the Amazon app or website.
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My Role
Led UX for Amazon Restaurants' storefront browsing customer experience and post-ordering delivery tracking experience. Bridging opportunity gaps and optimize the discovery journey help customers find desirable restaurants within the shortest possible time and convert.
Background
User Interviews
Usability Testing
Rapid Prototyping
Surveys & Questionnaires
Personas / Proto-persona
Email Marketing
Stakeholder Engagement
Case Study 1
Restaurant Storefront
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Understand Pain Points
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Feature Audit & Mapping
A Feature Audit and Feature Mapping are essential practices in product development and product management. They help to ensure that the product is aligned with user needs, business goals, and strategic objectives while identifying areas of improvement or innovation.
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UI Optimization
We started with the process of improving a product’s user interface to enhance the overall user experience (UX), making it more intuitive, efficient, and visually appealing. The goal is to make the interface easier to navigate, reduce friction, and ensure that users can accomplish their tasks as quickly and smoothly as possible. UI optimization is a key part of improving usability, increasing engagement, and ensuring user satisfaction.
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Responsive Web Design (RWD)
Whether you're ordering from your couch on a big TV screen, or commuting on a bus with your mobile devices, we ensured the layout and content adapt seamlessly to different screen sizes and devices.
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Contextual Header
Challenge: at the time, Amazon Restaurants' search and cart experience have not yet integrated into the Amazon App's overall search and cart experience. This has caused a barrier to Restaurants users as they got confused when they click on the shopping cart icon and can't find their added food items, or try to search a menu item but with no matches.
Proposal: to ensure the best user experience, I took the lead in introducing the contexture header: when the restaurant users enter Amazon Restaurants, the app header will be switched to a contextual header that was specific to the restaurant experience. This effort required working with stakeholders cross multiple organizations to get the UX proposal initiated, reviewed, and signed off by the platform team.
Result: from the heat map below, you can see that this change has effectively help restaurant users know where to click when they need to search a menu item, or go the right cart experience when they're ready to check out.
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Results
The updated experience led to a +97% increase in taps on the menu ingress for the feature (p<0.001), +0.13% increase in long term CCP ($862k annualized, 96% probability of positive return), and +3.45% increase in OPS (p=0.09, $2.88MM annualized) for global Amazon. The experience was launched up to 100% of customers on Jan 28, 2019.
Background
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Case Study 2
Post-order Tracking
Customer pain points
Lack of Real-Time Tracking or Delayed Updates
Customers often don't know exactly where their order is or when it will arrive. Delayed updates or lack of real-time tracking can lead to frustration. Increased anxiety and uncertainty about the status of the order, leading to negative experiences.
Lack of accurate ETAs (Estimated Time of Arrival)
Delivery windows often shift or are inaccurate, leading to customers waiting longer than expected. Frustration from unmet expectations, which could lead to customers doubting the reliability of the service.
Poor Communication on Delays or Issues
When there’s an issue (e.g., traffic, wrong address, or restaurant delay), customers may not be notified promptly. Customers feel uninformed and disconnected from the process, increasing the likelihood of complaints or dissatisfaction.
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My role
Reimagined the post-order customer experience to expand the entire scope and vision. Collaborated closely with the Business Intelligence & Tech team, to collect data to support design concepts and consult engineering experts for tech feasibility. Organizing brainstorming sessions and Design Sprint. Conducted customer and field research.
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Discovery phase: UX Workshop
The Design Sprint
Facilitating a UX workshop using the Design Sprint framework is a highly effective way to accelerate the process of designing solutions, testing ideas, and validating assumptions. The Design Sprint typically spans 5 days and is divided into distinct phases that guide teams from understanding the problem to prototyping and testing a solution.
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Page Anatomy
Understanding page anatomy in UX design is crucial because it directly affects how users interact with a website or application. The structure, organization, and visual hierarchy of a page play a significant role in enhancing usability, improving accessibility, and creating a positive user experience.
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User Testings
Leveraged Gorilla Testing to test product's usability and get real-time feedback from internal team members and their friends and families. It was very useful as I needed quick answers with minimal effort, cost, and preparation. While it’s not a substitute for more formal usability testing, it was very efficient to identify glaring issues early and make immediate design improvements.
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Launch phases
Advocating Minimum Lovable Product
A Minimum Lovable Product (MLP) is a product version that includes just enough features and functionality to make users not only satisfied but emotionally attached to it. While a Minimum Viable Product (MVP) is focused on building the smallest possible product with core features to test assumptions and gather feedback, an MLP goes a step further by delivering a product that users will love, delighting them in some way. It’s the smallest version of your product that users will want to engage with and be excited about.
As an advocate for ensuring high quality for user experience, I insisted on going beyond the concept of an MVP by focusing not just on functionality but on creating an emotional connection with users by introducing the dynamic real-time countdown timer. It’s about delivering something that users will enjoy and feel attached to, not just something that works. The goal is to create a product that delights users early on, helping you build loyalty, advocacy, and momentum for future growth
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Interaction Design
Results
As a result, the work launched in August 2018 in US and UK. Us Customer Service contact volume dropped by 19.25% wow; "Not Yet Delivered" contact driver saw 42.84% wow declined and "Delivered-Late" contact driver decreased by 33.33% wow.
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Closure
Amazon Restaurants was discontinued in June 2019. The closure was partly due to its inability to compete effectively in the already saturated food delivery market. Despite Amazon's significant resources, it struggled to gain significant traction and market share compared to its competitors. In conclusion, Amazon Restaurants failed to thrive due to intense competition, logistical challenges, and limited consumer adoption.
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