IMPROVING renewal experience for Amazon FIRETV Hotspot
From a broken system,
to one-step renewal using any payment method. At anytime. From anywhere!
Note: Certain information has been blurred or replaced with fictitious details due to NDA.
Project summary
Project Goal
Increase Fire TV Hotspot renewals.
UX Discovery
50% of purchases were made by younger users for elderly relatives.
The Action
I designed a "Scan-to-Renew" system, negotiated with Amazon’s delivery teams to allow cash payment and enabled renewal over Alexa.
Results:
25% Renewal Lift,
70% Self-Service,
Discovery of the Senior Citizen Persona.
AI dashboard with 90% accuracy rate in churn prediction
Fire TV Hotspot?
Fire TV Hotspot allows customers to enjoy Amazon Prime membership while watching shows on Amazon Fire TV stick using Amazon WiFi!
Team composition (Our 2-pizza team)
I was the only UX designer on the team
Problem: Amazon Fire TV Hotspot suffers a setback
… with COVID-19 lesser number of customers were renewing
There were no clear insights into the customer behaviour or how we can solve this.
The rate of customer renewal was dropping over quarter (representative graph)
Marketing was aimed at Age 30 – 45 yr.
People between 30 – 45 years age were major buyers
Marketing campaign poster targeting young audience because they paid for the renewals.
FireTV Hotspot used same renewal system as Amazon Prime.
We did not have our own dedicated system for renewal.
User Reasearch
Answers to these questions will help us solve the problem
Research outline
1. Who are the users?
Customer demographics
2. Customer stories
Use cases for (1) Renewal (2) Non-renewal
3. Problems faced
What is stopping renewals?
4. Motivations
What would drive the renewals?
Process used to call and gather customer data. Gift card to incentivize participation.
Shocking Discoveries!
We were targeting wrong audience all along!
Seniors (60+) made up most of our viewers!
And about 50% times, young (30 - 45 yr. old) people purchased it for them!
Yet, the marketing targeted the youth!
Finding 2. Customers find existing process tedious and rigid
Renewal over app and website were insufficient to meet the customer demands
Vision setting workshop
Running a 2-days vision setting workshop to bring the team on same page and seek diverse solutions
Photos from the data synthesis workshop
“As-is” customer journey map shows all the findings visually. “Would-be” map (not shown) helped to identify opportunities and build consensus.
Defining UX success
UX measures
Measured by
Business impact
Renew without any problems ≥ 90%
- Usability tests before launch
- User insights after launch
- Less expenditure on call-centre
- Increased retention
- Help customers serve themselves
Time for renewing < 30 seconds
- Usability tests before launch
- Amazon Quicksight data after launch
- Increased retention and revenue
Users satisfaction > 50%
- Asking and comparing ratings
- Early problem detection
- Increased loyalty
RENEWAL SERVICE BLUEPRINT
Formulating FireTV Hotspot Service model (Green = New innovations)
I innovated a lot of new services to improve renewals
Solution: Scan-to-renew
Showing renewal notifications and QR code for renewal payment on Fire TV
Renew while watching!
Designing and testing concepts
Here, it shows the feature rotator option and “Expt 3” refers to iteration so that in the recording we know what was tested.
Working with engineering: Defining all scenarios
Interactions for self-service and help on-screen
I created all the interactions and that the users can use to self service.
Implementing other renewal methods
Thinking beyond smartphones
Method 2: Cash on delivery workflow
Cash on delivery workflow
I influenced Amazon Last Mile team (who deliver parcels to doorsteps). They finally agreed on using their cash-on-delivery system.
Method 3: Renew over phone.
Method 4: Using Alexa for renewal
Sticker pasted on Fire TV remote so that our customer can quickly call for renewals and for any problems
Alexa verifies device and user; the main challenge was influencing the Alexa Skills team.
marketing no longer targeted 30 – 45 yrs.
This project led to change in the strategic direction
Marketing focus shifted from target age group to value-based approach
AI dashboard: Sustaining renewals
Dashboard with AI insights: Catching customers before they churn!
Sustainable solution
Renewals dashboard
I helped create this AWS QuickSight dashboard to help our business track and sustain the solutions
Results
Renewals are up!
The renewals were up again and back to normal inspite of COVID!
Comparison of old and new experience
The new design definitely improved the CX
Based on the pre- and post-launch usability tests and QuickSight data, I quantified the improvement for our business
UX success
Task completion rate ≥ 90%
90% of users were able to renew without any problems
Time-to-task < 30 seconds
Renewals take no more than 30 seconds.
Increased satisfaction > 50%
50% more user satisfaction than what it was
Business success
Renewals are up by 25%
More than 70% are renewing by themselves
90% churn prediction accuracy thanks to AI Dashboard
50% more acquisitions