APP Landing Pages Revamp

Project Overview

The N2APP pages refer to the 4 APP pages exposed to customers who
are completely new to the Amazon Payment Products. The Project aims at
defining APP proposition with clarity & creating consistent communication while
differentiating thus persuading customers to engage with APPs.

Project Duration: Q1 2023

Team:

Cross-functional team including UX researchers, visual designers, and Category managers.

My Role:

Lead Visual Designer

Responsibilities:

Wire-framing,
Low and High-fidelity prototyping
Collaborating with research team
Iterating on designs
Getting approval with Leadership

Design Process

Empathize

Understand pain points

Define Cards

12 cards have been defined
with subject mater experts &
product leaders

Visualization

Create wireframes, mocks and
prototypes of the pages

Usability Study

Conduct open labs, based on
the user feedback create
insights

Iterate Design

Iterate the design and
content based on the insights
from open-lab

Leadership Approval

Finalizing the design with
leadership and getting
approval for the web-lab

1. Empathize

I collated the existing pages and collaborated with the user research team to identify the user pain points of customer.

Current GapsHow are we addressing it?
Lack of Information architecture.
Challenge lies in structuring of information, not lack of it , not persuasive enough.
“Customers read less, visually grasp more” – Voice of expert.		Create sharp content hierarchy.
Building blocks : CARDS approach .via the Amazon Pay pillars ( Trust, Convenience, Rewards) and be consistent to build memory.
Customers focus only for 5 seconds.
Global insights clearly indicate that we need to make ATF self sufficient.
Key information is either revealed too late in the flow. 80% drop off after ATF.		ATF to be self sufficient w.r.t persuasion.
Compelling reason (Proposition) – Why should I chose xx?
Reason to believe , Instant gratification.
Messaging with high cognitive load.
Too much assumed knowledge on the part of the customer and not meant for low .English proficiency customers. high cognitive load.		Adopt story telling via infographic approach.
Use supporting visuals that bring alive the emotions/lifestyle and benefits.
Simple English that passes the 7th grade test.
Task flow low on persuasiveness.
Customers don’t feel the urgency or need to take action on the particular page.		Add blocks of persuasion.
Add more blocks of persuasion. Each block can potentially add more reasons for customer to be persuaded to engage. E.g. rewards, offers, cashback.

2. Define Cards

What was the
proposed thinking?

Defining the 12 cards – Modifying the existing content, we collated all the information and defined 12 cards to create a sharp, differentiated and
consistent communication.

3. Visualisation

Digital Wireframes

I created multiple variation of digital wireframes during the initial phase keeping in mind about the cards structure. Also I created few different approaches of the ATF
cards.

I focused on creating the layout of the landing page very flexible where each components/card can be easily moved or changed.

High fidelity (hi-fi) digital design

Card based visualisation

After presenting the initial designs with leadership, I further iterated the mocks incorporating the feedbacks shared by leadership and created all the 4 landing pages and shared with the stakeholders for usability testing.

Amazon Pay Later LP Mock: high on recall & comprehension clarity.

4. Usability Study

User Base:

We participated in open lab wherein 5 customers
were selected.

What did we test?

5 seconds text of ATF and Full page
CTA callout – 1min vs 60 sec, Apply vs Set-up vs Sign-up
CTA on top + CTA at the bottom vs Single CTA
Image connotation of the callout
Testimonial vs Benefit/feature icons
What did we learn?

60 sec works better than 1min as customers view
seconds to be faster.

Single CTA is enough and should be included
after proposition

Image connotation works the best for Amazon
Pay Later while needs to be reworked for UPI to
connote the product differential

CTA that works –
1.CBCC – Apply in 60 seconds
2.APL – Sign-up in 60 seconds
3.UPI – Link bank account
4.APB – Add money

Feature icon (with text below) works better vs.
testimonial which text heavy

Testimonial – look for alternate formats (e.g.
video testimonials vs. static text).

Key Insights
Principle of Clarity

ATF to be razor sharp focused on

  1. Differentiating benefit
  2. Reasons to believe the benefit
  3. Imagery to connote on emotional benefit (e.g. excitement of rewards, convenience of easy paying)
Principle of Attention:

Placement of key info in sync with attention of customers

  1. All CTA to be closer to thumb
  2. .Critical information to be focused on the central 50% screen space

5. Design Iterate

Eliminate CTA from top. keep closer to thumb

3 benefits worked harder vs. text heavy testimonial

Proposition to appear in the central screen ( proposition, benefits)

Less cluttered image works better so I reduced image clutter in all the pages

6. Leadership Approval

I presented the iterated mocks with leadership and got a go ahead for weblab/AB testing

Results

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