Amazon Internship | Juliehung

Tablet Rewards

UX Design Intern @ Amazon

06/2020 - 09/2020

An augmented reality rewards program integration to build an emotional bond with the customers for their continued loyalty. With tablet rewards, customers can earn points from consuming content using Amazon apps like Kindle, Prime Video, and more. And redeem those points for unique rewards that are personalized to them.

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 apply gamification effectively, I started understanding what prevents ongoing customer engagement by deep diving into all Amazon use cases. Then empathize with customers and the business by understanding their pain points and needs, and wants to learn more about their recent experience with the tablet to uncover opportunities. Furthermore, I also explored options in augmented reality to help increase 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 and understand how it would impact them, whether it is a viable idea, or 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 will be launched this year. For my internship project, I focused on utilizing our customer's intrinsic motivation and correctly employing gamification techniques that can potentially retain 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 make should be deliberate and use your gathered data to understand the users better. 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 and provided alternative options for users 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.

JULIE HUNG