UX Renewal of Kids line up

Role: UX Designer, JP Device team, Amazon Japan

Background

  • Due to poor sales of kids' products, HQ decides to stop marketing in Japan.

Mission

  • Collecting target purchase segment users' opinions on the site for two days when I was in charge of AD in Osaka retail shop.
    - What people say: there's a lot of distrust and anxiety when handing a smart device to a child.

  • Conducted Quantitative and Qualitative research on the old Fire 7 & 8 kids' model Web UX renewal.

  • Redesigned the website.

Challenge

  • Secure data through quantitative and qualitative research on users who will make a purchase.

  • Redesign the UX of each kid’s product page based on the collected data.

Creative

  • Change all messaging to:

    1. Devices that can be  handed to children with no concern

    2. Modified contents useful and educational for children

    3. Emphasis the function that parents can monitor the device screen time etc from their smartphone

UX Research/UX Design

Web UX renewal on Fire 7 Kids Edition Tablet detail Page

•Description: Responsible for renewal design of the UX of a product's detail page based on analysis of the target audience for purchase. 

•Result: 135% increase in volume and the discontinuation of the kids' model in the Japanese market is cancelled.

Link: https://www.amazon.co.jp/dp/firetablet7forkids_jp

1st section starts with the message of “Devices that can be  handed to children with no concern”.

1st section starts with the message of “Devices that can be handed to children with no concern”.

The next second section highlights “Provides educational contents for children“, which was one of the second most common reasons of concern in purchasing.

The last section consists of data on the third most common reason found in the research: Function that parents can monitor the device screen time etc from their smartphone

The last section consists of data on the third most common reason found in the research:
Function that parents can monitor the device screen time etc from their smartphone

Web UX renewal on Fire 8 Kids Edition Tablet detail Page on the same approach.

Link: https://www.amazon.co.jp/dp/B0794TLZT3/ref=fs_ods_fs_tab_kket

1st section starts with the message of “Devices that can be handed to children with no concern”.

The next second section highlights “Provides educational contents for children“, which was one of the second most common reasons of concern in purchasing.

The last section consists of data on the third most common reason found in the research: Function that parents can monitor the device screen time etc from their smartphone

The last section consists of data on the third most common reason found in the research:
Function that parents can monitor the device screen time etc from their smartphone

UX Designer: Doh Kim (JP Device team, Amazon Japan)