Social Connect Drive

Amazon in 2014 Q3

Responsibilities: UX + Visual design

Overview   

“Social connect” is for customers to link the Facebook or Twitter account to their Amazon account and enable social features on Amazon; Facebook connected customers can see if their friends have showed interest in a product they’re viewing and be more confident in their purchase decisions. Twitter connected customers can use the hashtag #AmazonCart on Twitter to add items to their Amazon cart. While there were multiple ways customers can initiate the connect flow, such as visiting a social settings page, they were not easily discoverable. To drive awareness of social features and potentially increase the number of connected customers, we used an interstitial screen that was automatically triggered after the Amazon app update.

Designs

There were two things I focused on: 

1. An interstitial screen is often perceived negatively as it forces the information onto customers. In order to minimize the disruption customers may experience, we only ran this experiment with customers who would find social features relevant and useful. For example, we provided an option to connect a Facebook account if customers shared Amazon pages on Facebook in the past. Also, customers could easily dismiss the interstitial screen with one tap and continue using their Amazon app. 

2. Customers who accessed their social accounts via a shared device or shared the Amazon account with their family members were prone to link the wrong accounts. To prevent this error, the design helped customers verify the accounts to link together before making the connection.