BACKGROUND
Amazon has been promoting its brand during the holiday season through the Holiday Kids Gift Book for the past four years. The gift book is a printed catalogue mailed to millions of customers and intended to engage families during the peak holiday wish list creation phase. The main objective of the gift book is to inspire customers to shop on Amazon during the holiday season. It showcases the best-of-Amazon selection of products that is diverse in breadth, and provides an engaging activity-based storybook to drive repeat and extended engagement with customers.
THE CHALLENGE
For 2022, the goal was to increase engagement by bringing this physical book experience to Amazon.com and connecting it with the existing shopping list feature. The same family fun time and delight generated by the product discovery, wish list creation and activities on the printed version needed to translate on mobile and desktop.
MY CONTRIBUTIONS
I developed a clickable mobile prototype in Adobe XD which was used for user testing. I collaborated with another UX designer, Jess Chu, to design UX wireframes, and conduct the unmoderated user study. I also created assets and specs for AWS development teams to code this shoppable experience on Amazon.com
CONCLUSION
The mobile-first approach and inclusion of Spanish language made the experience more accessible and inclusive. 1.6M unique customers visited the digital book and generated 30M impressions, with +800K add-to-carts (over 90% coming from mobile devices). Average ad clickthrough rate increased more than 3x compared to previous year. Overall, our efforts led to an improved customer experience and a more efficient way for parents to manage their Holiday Gift Lists on Amazon.
Average ad clickthrough rate is 0.41% (+353% YoY)
3800+ activities downloads
98% ASIN clicks are on mobile clicks compared to desktop
88% Add to Cart clicks are on mobile compared to desktop
Mobile interactions were substantially higher compared to Desktop across all metrics, indicating the continued importance of improving a mobile-first shopping and purchase experience.
