Amazon Prime | Mahak Patel

Project Overview

In the fast-changing world of digital streaming, ensuring that users have a great experience is key. This project focused on improving Amazon Prime Video's usability through comprehensive testing and evaluation. We aimed to identify issues, gather useful data, and provide recommendations to enhance the platform, making it more user-friendly and enjoyable.

Task and Scenarios

During usability testing, we create scenarios that mimic real-life situations to guide users in interacting with the product. These scenarios are like scripts that help users understand what tasks they need to perform. By doing this, we can observe how well the product works for them and whether it meets their needs. This process helps us gather valuable feedback to improve the product and make it more user-friendly.

Usability Testing Procedure

We created scenarios mimicking real-life situations to guide users in interacting with the product. This process helped us observe how well the product works for them and whether it meets their needs.

Screen Recording Software: Captured participants' interactions to facilitate in-depth analysis.
Observational Documentation: Recorded participants' verbal and non-verbal expressions for supplementary insights.

My Role

This was a group project with another UX designers. My role included Conducting usability testing, Performing heuristic evaluations, Organizing findings through affinity mapping.

Goals

We wanted to evaluate Amazon Prime Video's web interface, focusing on:

Navigation
Content discovery
Watchlist management
Playback experience

Methodologies

Heuristic Evaluation: We assessed the website against established usability standards, identifying issues and making recommendations.
Usability Testing: We tested the platform with real users to gather insights and improve satisfaction.
Affinity Mapping: We organized data to visualize usability issues and inform design improvements.

Data Analysis

Collecting Data
Labeling and Categorizing
Grouping Data
Affinity Mapping Session
Identifying Themes and Patterns
Prioritizing Issues
Feedback Validation
Creating Actionable Insights
Documentation and Reporting

Key Findings

We identified several usability issues related to navigation, content discovery, and watchlist management, providing valuable feedback for improvement.

Recommendations

During usability testing, we create scenarios that mimic real-life situations to guide users in interacting with the product. These scenarios are like scripts that help users understand what tasks they need to perform. By doing this, we can observe how well the product works for them and whether it meets their needs. This process helps us gather valuable feedback to improve the product and make it more user-friendly.

Heuristic Evaluation

Tasks for New Users

Sign up for Amazon Prime Video
Rent a movie without subscribing yearly

Tasks for Existing Users

Find new or fresh content
Explore content based on mood
Add movies/series to the watchlist
Watch content with friends
Cancel subscription
Adjust content quality settings

Usability Testing Metrics

Identified Issues

No easy navigation for new releases - Flexibility and efficiency of use : 3
No notifications for "New Releases" based on preferences - Recognition rather than recall : 2
Search bar doesn't retain search history - Recognition rather than recall : 3
Difficulty selecting specific genres - Flexibility and efficiency of use : 1
Difficulty organizing watchlist by genre - User control and freedom : 4
Unclear action to remove items from the watchlist - Match between system and real world : 1
Need to remove multiple movies at once - Flexibility and efficiency of use : 2

Key Takeaways

Usability Testing: I learned structured methods for designing, conducting, and analyzing tests.
Communication Skills: I improved my ability to interact with participants and gather valuable feedback.
Heuristic Evaluation: I applied Jakob Nielsen's usability principles to identify and prioritize issues.
User Perspectives: I gained deeper insights into user behaviours and preferences.
Iterative Design: I emphasized the importance of continuous refinement and optimization.