A UX Researcher, Writer and Consultant.
Driving Strategic shift for Amazon’s Software Sales Purchase
Learn how I utilized interviews, surveys, and usability tests to uncover key insights and enhance the software purchase experience on Amazon, resulting in strategic recommendations that improved user trust and post-purchase satisfaction.
Methods
Interviews, Survey,
User Interview,
Usability Test
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Tools
Figma,
UserTesting,
Qualtrics
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Timeline
4 weeks​​
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Background
During my rewarding tenure at Amazon, I was part of the BEATS team, enhancing user experiences across a wide range of products.
Guided by a Senior UX Researcher and Design Manager, I collaborated with the Software Team on a key project focused on improving the consumer experience of one-time purchase software on Amazon's marketplace.
Problem Statement
The project began with several key problem statements driving our research. We noticed that many Amazon users were hesitant to buy software on the platform, leading us to question the reasons behind this reluctance.
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Over 50% of users who bought software from Amazon failed to activate it.
This prompted us to explore the motivations and preferences of this demographic and their preference for physical formats.
Research Process
01.
Define
02.
Plan
03.
Conduct
04.
Analyze
05.
Report
Methodology
Surveys
A survey was distributed to over 300 participants who recently purchased but did not activate software on Amazon.
Designed to uncover reasons for non-activation, it included both open-ended and close-ended questions.
In-depth User Interviews
User interviews were conducted in two phases during an hour-long session to explore user behaviors and experiences.
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Part One - Open-Ended Inquiry: Users answered open-ended questions about their software purchase habits, including how, where, and why they acquire software.
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Part Two - Task-Oriented Evaluation: Users simulated purchasing MS Office Professional on Amazon as small business owners, providing insights into real-world purchase decisions and interactions on the platform.
Why recruit the given segment?
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I targeted individuals who purchased software on Amazon in the last 6 months but did not activate it, as well as those who never bought software on Amazon. The sample included diverse demographics, ensuring a balanced representation of age, gender, and geographical location.
Data Analysis
The data analysis phase involved a thorough examination of survey and interview insights to uncover trends, challenges, and opportunities in the Amazon software marketplace.
Despite a response rate of less than 10%, survey data offered valuable qualitative insights. Responses were categorized and thematically analyzed to identify recurring patterns.
User interviews provided rich qualitative data, which was rigorously analyzed to uncover prevalent themes and deeper insights into users' software purchasing habits, preferences, and challenges.
Phase Two interviews, focusing on task-oriented evaluations, offered practical insights into the user experience during software purchases on Amazon.
Key Findings
Low Awareness of Software Purchase
Users often lacked awareness that they had purchased software, indicating a need for clearer post-purchase communication.
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Preference for Physical CDs
Users favored physical CDs of software for their compatibility with older computers, extending device lifespan and avoiding the costs of learning new technology.
Post-Purchase Experience
The absence of a dedicated post-purchase section on the site made it challenging for users to find information about their software and its activation.
Confusion in Search Results
Customers were overwhelmed by search results with varying prices and configurations, causing confusion and inconsistency.
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Preference for Physical CDs
Amazon Business account holders expressed the need for a consolidated view of all software purchases to manage and oversee acquisitions more efficiently.
Trust in Original Manufacturers
Participants preferred buying software from original manufacturers or reputable sites. Trust in Amazon was undermined by sponsored ads and uncertainty about post-purchase support.
Key Recommendations
01
Highlight Software Store
To enhance brand representation and facilitate exploration of Microsoft products, prominently feature the Microsoft Store in search results.
03
Comprehensive Post-Purchase Information
Essential post-purchase information, including software codes, important links, and instructions, should be readily accessible in users' Purchase History for their convenience.
02
Amazon Business Integration
Enable business customers to conveniently purchase standard software products through their Amazon Business Account, streamlining procurement processes.
04
Consistent Product Representation
Align the presentation of software products on Amazon with how they are presented on the manufacturer's site. This consistency builds trust and assures users that they are purchasing the same product.
Impact & Future Directions
The research conducted had a profound impact on the team and the trajectory of the software marketplace on Amazon. The research findings triggered a fundamental shift in Amazon's approach to software sales.
This prompted a strategic reevaluation of Amazon's software sales approach, necessitating a decision on whether to prioritize business or individual customers.
The research also uncovered and addressed previously unnoticed software bugs and inconsistentcies, leading to a smoother and more reliable user experience.