top of page
Donation feature on Amazon App
Encouraging people to contribute to any humanitarian crisis
Design Sprint Challenge
How we can design features to support the people of Ukraine and any other additional features on the Amazon app that can improve a user's experience?
Role
User Experience Designer
Skills
User Research, How Might We, Dot Voting, Hand Sketches, Prototype, and Usability Testing
Duration
5 Weeks
Problem Space
213 million
unique US visitors a month
Question-
How can people donate to the people of Ukraine through Amazon and any other changes to make Amazon's app experience more user-centered?
Rapid Competitive Research
Every market has more than one company pitching similar products or services to the same category of buyers. A competitive analysis helps to identify the main market players, determine what strategies they use to succeed and identify resources your company could use to dominate the market.
Here, doing rapid competitive research was used to gather information about the similar type of application how they are making accessible for their customers to donate to the people of Ukraine.
Some of the results were as follows-
Target Audience
-
Ukraine allies and the people of Ukraine situated around the world
-
Normal people who wants to help the people of Ukraine
-
NGOs and Non-Profit Organizations who are interested in helping Ukrainians and building their brand too
How Might We?
-
How might we generate empathy for citizens of one country without disparaging citizens of another?
-
How might we let users know we have a donation feature?
-
How might we make a decision about when to deploy a “humanitarian disaster” UI toolkit?
-
How might we prove to the user the authenticity of the donations reaching the right place?

-
How might we ensure users trust a process for donating money for a cause?
​
Selecting the ideas that works the best with the help of dot voting technique:
Dot voting is a fast and easy polling system used to bring out a group's opinions regarding the highest priority items on a list. The technique is called “Dot Voting” because votes are cast by placing a sticky-dot or using markers to make a dot next to an item posted on the wall.
Here, we do dot voting with the help of others to get a better idea of which is an efficient option to proceed.
Crafting Solutions with hand-sketches
Sketching creates more purposeful solutions and increases usability which translates to higher engagement and retaining users.
Users can look for the tab to help the people of Ukraine on the home screen which will be easy for them to donate.
On the second screen, users can choose from the listed organization that they want to donate to.
Here the hand sketches show how they will be navigated from one screen to another during their donation process.
On the last screen, it shows how the users want to donate, form- amazon pay/account.
Users can choose the amount they want to donate whether it's $10, 20, or their choice.
On the other screen, they will get the confirmation that their donation has been done and will receive an email confirmation.
Users can browse for the deals as it is visible on the side. The user has searched a particular item and reviewed the addons facilities provided by amazon.
The user looks for the detailed information for that particular item and then decides to purchase it on the next screen.
The User checks out the item and places the order, the interesting point over here is that the user donates the round-off currency for the people of Ukraine.
High Fidelity Prototype
Users can donate money with the help of the Amazon App
Users can navigate from the home screen to the page of donations and choose an organization in which they want to donate
Overall shopping experience
Users can browse through different today's deals and order from the same. On the payment page, there is an extra option of donating to the people of Ukraine.
Adding reduced price option
With this new option, users can easily go to the reduced price column and look for products for their future orders.
Usability Testing
I conducted interviews with the users about how well they are able to use the app according to the tasks.
Goals
Focus on how well is the User-centered approach of the app.
Does this app suffice for the purpose of helping the people of Ukraine?
​
Tasks and Questions
A list of tasks that will get your participant to interact with your new features.
Questions that will help you understand how the user is feeling about the feature.
Task 1-
Using this app, how was the experience with donating money to Ukraine people?
-
How well was the donation process? Were you able to donate the amount to a specific organization?
Task 2-
Using this app, how was the overall shopping experience?
-
Did you like the billing part where you can donate some money to the Ukraine funds?
-
How helpful or not helpful was this section?
Task 3-
Using this app, Did you like the reduced section part?
-
Do you like shopping from a reduced-priced product list?
-
How was your customer experience?
Retrospective questions
-
What did you like or dislike?
-
What was the most memorable part?
-
Would you recommend an app like this to your friends or family?
-
From 1 to 10, what will you rate the user-centered experience?
-
Any suggestions, that you feel should be an important part of the app?
​
These are some of the questions which I asked the users to get a better idea of what needs to be improved and how comfortable a user is while using the app.
User Results
Iterating as per the results
Before usability testing and till now the actual app of Amazon does not have the view option button on the items featured on the deal's page which actually confuses the users where to click.
After the testing, I have added the view button which makes it easy for the users to click and proceed.
Ideas for further development
-
Keeping a UI humanitarian disaster kit with more detailed information ready for whenever it's required the next time
-
Acquiring the trust of people who still doesn't believe that this money they donate would actually help the people in need
-
Organizing awareness events for people to get familiar with donations and where all it is possible​
Future Considerations
-
Offering a better grocery delivery system as Amazon is not primed to delivering groceries
-
Coming up with meal kits just like HelloFresh and Blue Apron
bottom of page