A modern, streamlined profile page to promote Prime Video’s vast catalog.
Problem Statement
Prime Video does not have a custom profile page to promote movies, TV shows and live events and sports. These containers can be used to highlight pertinent content from the Prime Video catalog and sponsored content from their partners for each customer. Using machine learning algorithms, these recommendations will be finely tuned using the individual's viewing history, preferences, and popular shows. It helps the customer discover fresh content via a new avenue that aligns with their tastes.
ROLE
Lead Visual and UX Designer
SCOPE
Project Manager, Design Technologist, UX Researcher, and Motion Designer
TOOLS
The Challenge
Surface relevant titles that interest me (the customer) in a delightful manner
Get introduced to titles (without asking) that are more relevant
Know what content is coming to and leaving the service with more relevance and timeliness
Start watching content at start-up with fewer decision and more relevance
Provide an additional container for partners to showcase sponsored content that has guaranteed impressions
Previous Design
User Research
To better understand the real-world challenges of everyday users, we interviewed ten customers from three different countries. Their varied cultures and ages provided a well-rounded view of how users interact with their streaming service.
Key Personas
Lauren Biggs
29, Marketing Professional
Goals:
Find high-quality movies and TV shows quickly
Discover new content based on her interests
Behaviors:
Watches streaming content 3-4 times a week
Follows recommendations and reviews to choose content
Frustrations:
Overwhelmed by too many choices
Limited time to browse extensively
“In an ideal world, I would get more tailored screensavers; maybe teams I watch, let me know if there’s another game and when, and if I can set a reminder from the screensaver”
“Showing me the details is preferred, I want to know exactly what I am going to get and how much I am going to need to pay for it before clicking on anything”
Robert Miller
58, Retired Engineer
Goals:
Receive reminders of upcoming games upon login
Access sports content easily and quickly
Behaviors:
Watches sports several times a week
Logs in regularly to catch live or recorded games
Appreciates clear notifications and simple interfaces
Frustrations:
Missing live events or game reminders
Not having personalized content notifications
User Testing
A/B testing was conducted on profile page and corresponding screensaver design variants. The insight was that full-screen, cinematic visuals drive engagement but should be balanced with clarity in the metadata. Trailer playback with sound enhances discoverability and decision-making when included with a CTA. A 65% preference was shown to Option A due to the clearer CTAs, stronger profile focus and it was seen as more unique versus Netflix.
A clear preference (70%) was shown for trailer playback when navigating to a CTA or, for live sports/events, live playback.
Final Results
Full-screen, cinematic layouts work best when paired with clear metadata and subtle movement.
Customers can now quickly assess content through trailers and live playback. Engagement has increased by 12% with shows and movies and 31% for live events and sports. Prime Video now has an additional revenue source with partners utilizing the profile page as another way to advertise their content.