Context

During the summer of 2017, I completed a 14-week UX Design internship with the Amazon Video team at Amazon's Seattle HQ. I researched, conceptualized, and prototyped the integration of Live Events into Amazon’s video streaming service.

My Role

My responsibilities included UX design, UX research, visual design, and interactive prototyping. Throughout the duration of the project, I collaborated with Amazon Video's designers, researchers, product managers, and other stakeholders.

Customer Problem

Prime Video currently does not support consistent programming of individual live events or live sports.

Solution

Including a system of scalable live event pages can increase customer potential for discovery, engagement and result in an overall enhanced experience.

Process

As this was a “blue sky” project, there was a lot of uncharted territory to be explored. I conducted research from several different angles to explore the widest possible breadth of direction for Live Events— therefore, a lot of the project’s emphasis is on preliminary research.

Design Tenets

These three tenets were the guidelines of my project.

Discoverability

Customers should be aware of live event offerings, event scheduling, and viewing availability across multiple platforms.

Scalability (events)

Designs should offer alternatives to accommodate sports and events of differing hierarchy, organization, and scoring.

Scalability (platforms)

Consistent CX across mobile, desktop and living room platforms, taking into account Amazon Video’s future direction.

Competitors

I conducted research to familiarize myself with Amazon Video’s current product and determine the current landscape for live events. During this process I collaborated with the team's UX researchers.

Feature Analysis

I looked at five competitors: Sling TV, Playstation Vue, Hulu Live, Youtube TV, and Netflix (as a sample of non-live video) and compiled a list of features.

Sports Analysis

The intent of this analysis was to ensure that the designs would accommodate the wide range of potential Live Events Amazon is looking to offer. I recorded my observations on sport organization, scoring, and ranking.

The intent of this analysis was to ensure that the designs would accommodate for the wide range of potential Live Events Amazon is looking to offer. I recorded my observations about the way a variety of sports are organized, scored, and ranked.

Use Case

I based my designs around the ATP NextGen Finals: a professional tennis tournament scheduled for November 2017. At the time of the project, Amazon had already acquired broadcasting rights to this event.

User Flow

This outlines the final flow, a result of multiple iterations, for how a customer would navigate through the Amazon Video Home page, Provider page, and Game/Match page to playback. Note that from any point from in the process, immediate playback is accessible from the banner.

Wireframing

I started off with some initial sketches in paper and pencil, which I then translated into low-fi wireframes in Sketch. I then collaborated with my immediate stakeholders as well as other members of the Amazon Video team to refine my designs into hi-fi mockups.

Prototyping

Based on the high-fidelity mockups, I developed an interactive prototype in Framer JS that I presented to the team during the last week of my internship.

Discoverability

The current live event is advertised on the Amazon Video homepage banner-- the Watch Live button leads immediately into playback.

Secondary Navigation

The secondary navigation is used to organize content and information on the Provider page.

Scalability (events)

The Player page can easily be reformatted as a page for a variety of entities (teams, bands), keeping the same structure with different content.

Retrospective

The most valuable takeaways from my time here: I learned the importance of being able to justify my design decisions and how to communicate with both designers and non-designers in a corporate design culture.