Role: Lead Content Designer | Team: 1 UX designer, 3 product managers, 8 engineers
Project overview
Buy with Prime is an innovative service designed to allow merchants to offer Prime shipping benefits directly on their e-commerce sites. This project aimed to provide a streamlined onboarding experience that would enable merchants to integrate this service with minimal effort and maximum clarity. The main challenge was to demystify the technical aspects of integrating a multifaceted service like Buy with Prime. Merchants come from diverse backgrounds and may not always be tech-savvy. Therefore, the writing needed to be accessible, engaging, and reassuring, providing help and clarity without overwhelming the user.
My role
As the Lead Content Designer, my task was to craft the narrative for each step of the merchant's journey. It was my responsibility to ensure that every screen communicated effectively, guiding users with clear language and actionable instructions, making the complex process of integration feel straightforward.
Research
In-depth research was essential to understand the merchants' perspective and to anticipate any questions or issues they might encounter. I immersed myself in user feedback, collaborated with designers, product managers, researchers, and scrutinized each user interaction to ensure that the onboarding process was as intuitive and user-friendly as possible.
Results and impact
Post-implementation data indicated increased setup completion from 43% to 71% and a 40% decrease in related support inquiries, evidencing the effectiveness of the revised UX copy. Merchant feedback praised the clarity and helpfulness of the instructions, leading to a smoother onboarding experience.
When merchants install Buy with Prime, they have the choice of two variations of the button. Those that use the latter variation and place it near or below their site’s Add to cart buttons are experiencing better conversions.
