Optimizing the Google Chromebooks Amazon brand store
As the lead content strategist for Orca Pacific/MightyHive, I was tasked with leading the content strategy and UX design for the Chromebook Amazon brand store.
Partnering with our uber-talented creative teams at Firewood and MediaMonks, we developed a plan by first researching the competitive landscape, and identifying key areas where the current brand store was lacking.
We did this by researching competitor stores across not only Amazon, but other e-commerce marketplaces such as Wal-Mart, Best Buy, and each brand’s own website.
Competitive analysis and content audit
Among these discoveries were that the brand store was too cluttered, the navigation confusing, and the overall aesthetic was inconsistent with the Google brand.
Aligning the ecommerce landscape
Within our project scope was to align each platform experience for the Chromebook, to ensure that each marketplace was consistent and optimized to increase traffic and conversions. Platforms we looked at included Best Buy, Wal-Mart and Amazon.
The biggest challenge: How to optimize for the platform, yet stay consistent through each channel
Understanding how to key in on the user experience unique to each platform, while remaining the consistent look, feel, and overall design that aligns with Google’s expectations, was the main challenge.
In my journey of fleshing out the concept, I began to address these issues by:
Understanding the unique shopping experience for Amazon users
Understanding what users are looking for when browsing the store
Finding solutions that addresses each category of the shopping experience (awareness, consideration, decision), while maintaining a cohesive narrative
Wireframing the user experience
I partnered with our designers, writers, and developers within Figma, where we drafted up all of our designs, as well as collaborated through our notes and messages.
Tasked with updating the Amazon site, I began the process by laying out a new design for the store, considering every step of the user journey along the way.
By creating a more simple, intuitive layout; with multiple CTA’s, and an easier to navigate menu bar, we developed a wireframe that could capture every aspect of the user journey, from awareness to decision-making.
These content modules could then be easily adapted to each platform, understanding the content works in segments or blocks, which can then be transferred to each respective site.
Optimizing for mobile
By designing for mobile first, our design teams put together a unique shopping experience that looks and feels great on Amazon, but could also be adapted by the other platforms as well. The new design is more intuitive, cleaner, and addresses each consideration point of the buyer’s journey.
Desktop
Consistent with the mobile experience, the desktop is a smooth transition, so no matter if you’re looking at the desktop or mobile view, your experience is the same.
In this project, I used my background in UX design to research, prototype, and develop the wireframes for which the team ended up using their design…as well as provided the content strategy for addressing each need in the user funnel. The team also relied on my expertise on the Amazon platform, as a content specialist that is familiar and knows the ins and outs of how the Amazon store functions.