Prime Video

Amazon Prime Video

Collaborated with the new VP to redefine the UX vision for Amazon Prime Video, focusing on a more delightful user experience across subscription services, a store, and live TV.

Situation: Prime Video was falling behind market leaders like Netflix and needed to improve engagement while serving a complex business offering.

Task: Work across a large team of designers to converge upon a singular direction for the Prime Video experience.

Action: Ran a 6-week sprint, gathered directions from various design teams, and presented interactive and live experiences for senior leadership.

Result: The experience shipped to positive reviews from the industry, and the main adjustments are still visible in Prime Video today.

The Story

A new Vice President had assumed leadership of Prime Video and recognized that the platform's user experience was lagging behind competitors in the marketplace. They sought to achieve the engagement level of industry leaders like Netflix while accommodating a more complex business model, including content purchases, live streaming, and subscriptions.

I was appointed as the principal designer to guide a team of over 30 designers towards a unified vision for the Prime Video experience. I conducted a six-week sprint, collaborating with various design teams (Video Core, TV, VR, Channels, Live TV, Search, etc.) to integrate their ideas into a cohesive experience. This consolidated design was reviewed twice weekly by the Vice President of Prime Video.

Key enhancements included transitioning to a left navigation bar, incorporating more cinematic and full-screen hero images and videos, and introducing varied content tile sizes to enhance visual interest throughout the page. These changes were presented through interactive and live demonstrations to senior leadership to effectively showcase the direction modifications.

The redesigned experience received positive reviews from the industry and the primary adjustments remain evident in Prime Video today.