Amazon Grocery
At Amazon Grocery, I led the personalized grocery experiences for Amazon Fresh and Whole Foods during the critical COVID-19 period.
FOCUS AREAS
Build a frictionless substitution experience for out-of-stock items.
Design effective ways to capture and manage customers' item preferences both pre- and post-checkout, providing intuitive controls until shopping is complete.
Bridge the gap between customers and shoppers with a real-time communication platform, including foundational chat features, chatbots, and notifications.
P R O B L E M
01 Limited selection of substitution recommendations
Previously, Amazon Fresh and WholeFoods customers have a limited selection of 3 - 5 system generated recommendations to choose from during checkout.
02 Nonsensical recommendations
Customers are opting out of substitutions because 25% of the time (ranging from 5% to 33% depending on the item mix), the top system recommendation was not similar to the original item.
H Y P O T H E S I S
01 Providing more substitution options at checkout will increase customers' confidence in opting for substitutions.
02 Allowing customers to control their substitution preferences will create a more personalized experience.
03 Customers need high-quality information to make informed substitution decisions, especially when managing dietary needs.
04 A strong catalog will improve our ability to recognize trends through shared attributes, enhancing personalization and substitution recommendations.
T H E D E S I G N
Effortless Preference Management
As customers build their basket and proceed to checkout, I designed a seamless way to capture their preferences for alternatives to items likely to go out of stock. This helps ensure
the next best available item is delivered, supporting their dinner plans when items are unexpectedly unavailable.
Transparent Post-Order Modifications
Even after checkout, I designed a way to guide customers in finding alternatives by enabling flexible and transparent options
to modify preferences throughout the post-order experience.
Connect Customers and Shoppers
If a shopper finds that an item is out of stock and the customer hasn’t pre-selected a substitution, I designed a solution that allows customers to provide input via notification, ensuring the next best item is delivered. I also conducted a deeper analysis of both the customer and shopper in-app chat experience to address issues that blocked real-time communication. This enabled a more personalized live chat experience that customers had been seeking.