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Tablet Rewards
UX Design Intern @ Amazon
06/2020 - 09/2020
Role

As a UX Design intern on the Fire Tablet team, my role was to explore ways to increase customer engagement, using gamification as a mechanism. 

Overview

Fire Tablet is an affordable tablet that is great for watching movies, reading ebooks, playing games, listening to music, and it has a built-in voice assistant, Alexa, who connects you to entertainment and information. To pinpoint an area to effectively apply gamification, I started off understanding what is preventing ongoing customer engagement by deep dive with all Amazon use cases. Then empathizing with customers and the business by understanding their pain points, needs, and wants to learn more about their current experience with the tablet to uncover opportunities. Furthermore, I also explored opportunities in augmented reality to help increasing customer engagement. 

I'm aware that the project would involve cross-functional team collaboration. Hence, I've reached out to potential stakeholders to propose my solution as well as understanding how it would impact them and if it is a viable idea, whether it gains their brand's recognition or creates revenue opportunities. 

Apart from the internship project, I've also worked on several smaller projects that are going to be launch this year. For my internship project, I focused on how to utilize our customer's intrinsic motivation and correctly employ gamification techniques that can potentially retain the ongoing engagement. 

 If you have any questions regarding my internship at Amazon, don't hesitate to contact me!

Key Takeaways

Design decisions should be data-driven

Every design choice you made should be deliberate and use the data that you gathered to better understand the users. Therefore, avoid using your intuition to inform design decisions but utilize data to support why you made a design choice.

Inclusive Design and Accessibility

When designing for a large ecosystem, it is crucial to consider accessibility and inclusive design because all users will benefit from it. For my internship project, I was more cautious of the contrast ratio, text sizes, and color choices as well as providing alternative options for users that are experiencing visual and physical disabilities to be included in the tablet experience.

Ask good questions for usability testing

Usability testing provides valuable insights into how users view the product. Thus, asking good questions can prevent leading study participants to the right answer that would skew the result of the testing. Additionally, avoid asking vague questions that won't provide any value to your study.