Amazon Global Selling (AGS)
A HUGE Opportunity
Sellers on Amazon who sell in multiple markets had a big problem when trying to manage these accounts. They were all separate. Different log-ins, different credentials, different reporting. These two solutions helps Sellers manage their global business easier and more efficiently. On the AGS Team, I was responsible for a vision for Global selling with Amazon. I worked on strategy as well as actual UI, but also managed a team of 4 designers.
MY ROLE: Manager & Project Lead
Managed a team of four designers
Strategic direction and overall guidance
Information Architecture, UX Flows and Prototyping
User research and stakeholder validation
MY WORK: These projects involved teams from across the Amazon Seller spectrum with numerous priorities and goals. Starting with problem statements and an idealized user journey allowed all stakeholders a chance for input and buy-in to the final solutions.
Redefining the selling experience
My goal was to build a bridge between the existing international selling experience which consisted of numerous and complicated hoops that a seller has to jump through, and an idealized experience where it was magically easy.
Our primary focus was in helping sellers list their products globally. To do this we handled all aspects from seller research, to prototyping, to executive reviews, to final hand-off. Below is a screenshot of the prototype I put together for usability testing. I designed the test, moderated the sessions, gathered data, and pulled out insights.
Talking with customers and internal partners, we prioritized results into actionable features. This particular aspect of the problem tackled 2 different issues. 1) Make it easier to access multiple accounts in different marketplaces (Single Sign On). 2) Make it possible to understand and manage all of your accounts from a single place (KPI Bar).
A “non-experience”
Starting with many technical hurdles, the sign on process was finally simplified to…. nothing really. We made the seller aware that they were now signing in to all of their accounts and didn’t need to do anything else. The appropriate marketplaces automatically showed up in the sellers navigation menu.
Your Entire business in one place
The KPI bar brought together key performance indicators from all accounts on the home page allowing the seller to know what was going on in their business easily.
Success!
The results were excellent. The KPI Bar received the highest user feedback (HMD scores) of any instrumented widget on the page 9.1/10. Buyer/Seller message response time was improved. There was a reduction in order cancellations. There were improvements in account health Metrics. Lastly, there was a smaller but valid increase in listing coverage across marketplaces.