UX Renewal of Kids line up

Role: UX Designer, JP Device team, Amazon Japan

Background

  • Due to poor sales, HQ planned to stop kids’ product marketing in Japan.

Mission

  • Gathered user insights from target parents at Osaka retail shop → identified distrust in giving smart devices to kids.

  • Conducted quantitative & qualitative research on Fire 7 & 8 Kids models.

  • Redesigned website UX based on findings.

Challenge

  • Collect reliable research data from actual buyers (parents).

  • Redesign each product page UX aligned with insights.

Creative

  • Shifted messaging to emphasize:

    1. Safety → devices children can use without concern.

    2. Educational value → curated, useful content.

    3. Parental control → monitor screen time and activity via 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)