Redesigning Amazon app for Ukraine Crisis
TEAM
UX Designers(3)
DURATION
15 Days
PROJECT TYPE
OVERVIEW
In this 15 days Sprint Design Challenge, my team and I redesigned the Amazon App to Support Ukraine Crisis by adding features for raising donations, creating awareness, and increasing revenue for war affected Ukraine businesses.
Sprint Design Challenge
At a glance
Brief overview of the entire sprint design challenge
The Problem
The whole world is reacting to events in Ukraine finding ways to promote accurate information, and support the people of Ukraine. Currently, Amazon doesn't have a robust feature set that does this.
The overarching design challenge
Design a solution within Amazon app by introducing a set of features to uplift and support people of Ukraine. With an underlaying principle of repurposing it in the future for other humanitarian crisis & major social issues.
The Solution
We designed an ecosystem dedicated to Ukraine where you can find brands and sellers donating part of their proceeds to Charity. Highlighted small & medium impacted businesses to promote & buy their products. Introduced various fundraisers for donations, open shelters etc. A community & Volunteer section to stay informed and share stories.
The Design Process
How did we get to the solution?
Understanding the problem
To understand this design space, we generated a list of questions we needed to solve around this problem space, the most prominent ones are as follows:
RESTRICTIONS
"How can we include features for Ukraine without disrupting the current shopping experience "
PROMOTION & ENCOURAGEMENT
"How can we promote shoppers to buy from brands/sellers donating to charity and a scope to generate revenue for impacted businesses"
INCLUSIVITY & EDUCATION
"How can we make crisis resources accessible to the people of Ukraine and also educate them with relief resources"
Stakeholder Mapping
Targeting the direct & indirect users who are affected by this crisis
After understanding the context, I realized that there are many stakeholders involved the problem space and solving for just one party is not going to solve the problem. Thus, we made a stakeholder map to understand and identify
other stakeholders who should be targeted while using the app.
For this Case Study :
We focused on designing for our Primary target audiences who are frequent Amazon Shoppers and who would like to contribute to support Ukraine.
And secondary target audiences who are People of Ukraine looking for various helpful resources and small - medium business owners impacted by crisis who want to promote/sell their products.
Rapid Quantitative Research
Benchmarking Existing Solutions
After understanding our stakeholders and target audiences, we looked for existing solutions that assist/help people
to make donations and organisations around the world providing crisis relief resources for the people of Ukraine. Here are some main categories:
My key takeaways
All these Organisations and Social Media Sites focus on their own expertise. There is no such site which provides a wholesome set of features at one place. So, it encouraged us to create an ecosystem of features to support Ukraine by leveraging existing Amazon resources adding a new set of features to make a big impact.
Exploring Amazon UI
Studying current features of Amazon for Ukraine
We studied the existing Ukraine features on Amazon app, noted them and pondered over the new
possible paths to be included in the new set of features.
Brainstorming
Listing out the most potential ideas priority wise
After the research, we ideated the most potential solutions to generate design decisions based on this.
Ideate
Handsketches
Our group ideated 4 different ideas and we selected the best ones through dot voting:
Prototyping
Scenario 1: Promoting & Supporting Small/local businesses in Ukraine
Scenario 2: Disaster Relief providing products & Services for emergency and find your loved ones
Find/Contribute to open shelters
Choose to donate food items and emergency supplies to oprn shelters
Emergency Medical
supplies
Find & Contact loved
ones
Scenario 3: Join & Donate
Scenario 4: Fundraisers for various crisis & social causes in the world
Scenario 5: News Feed, Community & Training
Usability Testing Outcomes
I conducted the Usability Testing with 5 participants of different age groups to understand their experience with the features.
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I've highlighted the most Prominent positive and negative feedback.
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I've iterated on the negative feedback in my second iteration.
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The overall experience of the Users was 90% positive.
Protoype
Iteration : 2
I've made changes in the screens as per the feedback from Users in Usability Testing
Before testing, there were no the Targets displayed for donations.
After feedback, Targets were set.
Before testing, Product's origin
country wasn't known
After feedback, added the country
where the product belonged
Impact & takeaways
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These features proved to be really valuable to the users we experimented with. It gave them a sense of emotion and direction at every stage of their shopping experience to contribute to Ukraine.
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This was my first redesign project, where I learnt how we can leverage existing features within the app to add new features and make most out of it.
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I mainly learnt about the impact we can create with the help for millions of users in the lives of people suffering from various humanitarian crisis.
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In the future, I would like to integrate AmazonPrime and Amazon Music into the app and bring unique ideas to generate more donations.