Amazon Wedding Registry Redesign
Cross Functional Team Project | UX Design

Amazon Wedding Registry Redesign
Cross Functional Team Project | UX Design

Stakeholder Teams: (Main) Hardlines Shopping Experience + Kitchen Vertical Store in Amazon, (Partner) Core shopping, Wishlist, Baby Registry, Product Evaluation, Gateway in Amazon
Role: UX Design Lead
Time: March – November, 2015

Fluid and elegant wedding registry experience to support both utility & emotions of people’s big life event

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Background: The experience for Registry Owners hasn’t been touched for 7 years in Amazon. Wedding Registry industry is worth $5.4B in the US annually with over 1.5 million couples registering for gifts each year. A redesign is well needed from the ground up to make it easier for owners to register for products and manage their registries.

 

Challenge: This was my biggest baby project in Amazon for the past year. Any redesign problem likely has a number of solutions, so the challenge and opportunity for Wedding Registry is to look a little further than the simply checking all the requirement boxes and look for a solution that also engages our customers’ hearts. Also, the team need to start lean and build smart for v1, while knowing it’s a long-term initiative for the full redesign.

Several things I pushed for:
As the lead UX designer for the product, I drove the entire design process from exploration, ideation, and iteration to launch support; I helped shaping the product vision; created experience maps to align with the team as the UX guide for our product; while crafting the UX for customers of wedding registry, I also paid attention to ensure alignment of customer benefits internally with stakeholders/business goals; I led guerrilla user research in our team to help the team understand product nuances, which can better inform decisions.

I started by rethinking the end-to-end experience, looking into past customer feedback (we have an email on the site to collect them), and reconnecting dots to chronicle all conditions around the single interaction of registering online; based on those, I sorted out the user steps & goals (what we called “tenets”), aiming to improve the customer experience alleviating our current pain points and creating an emotional connection through customizable, personal features that inspire registrants to add more items to their registry; I worked with my team and PMs to define the product concepts and use cases, experience map, key flows, and interaction patterns; when v1.0 went to the development phase, I also supported engineering cycles from UX perspective, in order to solve the challenge regarding how to build smart & lean to define first version launch for a long term vision of full redesign.

I’ve gone through tons of iterations on refining the flows, navigation, interactions, and visuals based on team’s feedback and research suggestions. Designs originated from concept models, sketches, low-fi wireframes, hi-fi flows, interactive prototypes, to full-spec redlines.

Design Process Overview

During the concept design & planning phase

I helped PMs to define use cases and user journey, by focusing on IA sketches, customer research, team ideation, and delivered sketches & models with design objectives and tenets. This way I am able to learn about risks and get alignment to the biz, tech and customer vision.

During the design & exploration phase

I proposed, defended & delivered from low-fi to hi-fi designs and actively aligned UX solutions with product stakeholders; I drove design iterations, narrowing and combining alternatives; I also invited team members into the validation exercises & focuses on creating core testable use cases, like how to enable add items with guided checklist and effectively view & manage registry. In this phase I delivered wireframes and testable artifacts like interactive prototypes, and get approved direction going forward. In this phase, I am able to align tenets and objectives with the design solutions I put together.

During the deliver phase

I focused on outputs like redlines and specifications, as well as hi-fi interactive prototypes to hand off to development team, and also able to support development and participate in scrums to answer any questions engineers have about the UX, as well as ensuring quality and bug track and help closing the issues. I also worked with PM & SDE Managers to plan for next releases. We are able to deliver the product launch on time, on spec, and on budget.

This project launched its v1.0 in November 2015. As some results of the launch:

We achieved high business metrics: 
A big spur on the number of added items from new registries created
Prominent increase in owner purchase
Increased OPS and overall revenue
We also got High user engagement for the new pages and interactions newly designed, and exceeds expected number of added items in registry since the first week of launch.

Go to Amazon Wedding Registry and hit “view registry” (or create one if you don’t have it yet) to see what the registry owner’s new experience look like.

This wedding registry is a great option for those who are already signed up with Amazon and are used to how it works. Even if you’re not, I think they’ve done a nice job curating products and collections, and I think it’s only going to get better. ...... It was super easy to add products, and the selection overall was pretty great. ...... I’m pretty excited to see this revamped Amazon Wedding Registry as a choice for all you women getting married!
-- WomanGettingMarried.com reviews

See more about what the press says about the redesign.

 

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Explorations

Below are some modular examples of my explorations around product showcasing to surface useful information at the right time for registry customers, in places of adding items to registry, registrant view & manage items in registry, item priority controls, registry visitor view,navigation panels, and curated suggestions.

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From Start to Finish

I learned a lot about how to effectively work with the multi-functional team, especially involving business team, addressing feedback from my own project team members and hearing underlying concerns from Amazon’s platform perspectives beyond just our own scope, as well as closely working with engineers to ensure quality.

I used lots of models and visual artefacts to map out opportunity spaces and express design solutions, driving from concepts,

… to fine visuals with dev specifications.

Extensions

Upcoming enhancements are going to catch other important opportunities of the entire end-to-end wedding registry experience besides the view registry & add items flows in v1.0. To help envision the product opportunities going forward from v1.0, I went back to the experience map I created during initial project exploration phase. It helped present to my business partners by marking potential pitfalls in the gated experience based on user behavior, customer feedback, & user research.

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