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The team worked to uncover breakthrough insights & UX designs/recommendations that can be used to optimize the Amazon Baby Registry experiences from a registry owner and gifter perspective that eliminate current pain points and drive increased appeal of purchasing and gifting Diapers and Wipes from the registry. Currently:

User Research, Sketching, Interviewing, User Testing, Wireframing

Emilio Rios-Rojas (me), Brien Gross, Erin Thomas, Kevin Kim, Alanna Xu, Mina Dong, Caroline Wang, Jack McCarthy

January 2022 - May 2022

‍To understand the landscape of baby registries, and more importantly, its role in the lives of our users, we sought to understand the emotions and mindsets of our users through the lens of the Gifter as well as how they interact with the current Amazon Baby Registry. Our team performed a content audit on the current process of using the Amazon Baby Registry as a Gifter using the platform. Walking through this portion of the experience gave us a more solid understanding of the interactions that users experience on the Amazon platform

Our initial assumption from the project brief was that registry Gifters lacked the incentive to add or buy essentials to/from their registries. For registry Gifters, their main goal is to browse the items that were selected for the registry by Creators and pick ones to give as gifts.

The timeline to the right depicts this process as determined by our content audit. We identified stage three as important to the Gifter process because this is where Gifters browse to compare items and decide their purchasing priorities. This offers us the opportunity to pinpoint different Gifter behaviors and how to influence them

Upon arriving on the Amazon registry, there are very few opportunities for Gifters to understand how important diapers are to registry Creators. Diapers are presented as just another item that can be added.

Amazon’s current tactics for promoting diapers (like the Diaper Fund which allows Gifters to contribute to a pool of money for diapers) fail to inform Gifters of the practicality of buying diapers. They also do not assist Gifters in deciding how many boxes or sizes should be bought.

The Amazon registry’s UI did not have ample organization and filtering to assist Gifters when browsing. Items are displayed without categorization. There is a need for stronger categorization of items and filtering to help Gifters better navigate to items.

When thinking about the process of creating and gifting from a registry, we wanted to get some first-hand accounts of how Creators and Gifters thought of diapers on the registry. Our goals were to determine how we could increase the Gifter appeal of buying diapers by understanding how and why they choose items. The team interviewed 4 registry gifters.

Appeal-focused gift-giving is a big factor in Gifters behavior when deciding on a gift to purchase. Despite their importance, diapers are often viewed as ‘low-effort’ or ‘thoughtless’ gifts with no emotional appeal. These insights lead our team to realize that diapers need to be presented as a more essential item with a personal connection and emotional appeal.

All of these insights pointed toward the reframing of our problem space to prioritize shifting the behavior and mindset of Gifters through a platform redesign with an emphasis on promoting diapers as a more essential item with a personal connection and emotional appeal.

From these insights generated from our primary and secondary research, we aimed to design for opportunities and gaps identified. After a few rounds of ideation and sketching, the team started to wireframe mid-fidelity mockups of our system on Figma. This step would help develop the overall journey of the system as well as merge together features from our individual sketches.

Amazon does not have an option for Creators to attach notes to their items for the Gifters to see, while other baby registry sites such as Target and Babylist have this feature. This could encourage appeal-focused Gifters to purchase practical items since it portrays diapers as having more of a lasting permanence.

To address the problem of concern over buying duplicate items, we wanted to implement an easier way for Gifters to see what other Gifters on the registry were doing. Amazon does not have a feature within their baby registry that shows which parts of the page and/or categories are being visited, so we took the liberty of creating one.

Pictured above is the initial sketch for a visualization of the sizes and quantity of diapers a baby will need as they grow. It’s modeled to look like a board game taking the user through the baby’s growth, it builds up to $550 because that is the goal for Amazon’s current diaper fund.

To test these concepts, we surveyed 8 mothers from the Pamper’s Advocacy Network (PAN) which was provided to us by our sponsor. We asked our participants to envision themselves using each concept and then asked them to answer questions about their preferences and likelihood to use the concept.

Our participants really liked this feature for its personal feel and focus on the relationship between Gifter and Creator. Overall this concept earned a 5.0 out 5 in terms of Likelihood of Use. It was also the most liked concept of the five tested, earning the highest average of 4.3 out of 5. Most participants (7 out of 8) assumed that this concept would encourage them to buy more diapers, however, the testing did not involve adequate situational testing in this area to make any stronger conclusions.

Overall this concept earned a 4.5 out of 5 in terms of Likelihood of Use. While some participants (4) expected to see how many diapers would be bought with the amount of money in the fund, 3 participants expected to see how many diapers had already been purchased from the registry, and one participant wanted to see both. Most participants (7) either agreed or strongly agreed that this concept could encourage them to buy more diapers (further testing required).

The concept was a bit confusing for participants and included too much information to decipher accurately. Overall this concept earned a 3.5 out 5 in terms of Likelihood of Use. While some participants (4) expected to see how many diapers would be bought with the amount of money in the fund, 3 participants expected to see how many diapers had already been purchased from the registry, and one participant wanted to see both. Most participants (6) were either indifferent towards this concept or agreed that it could encourage them to buy more diapers (further testing required).

This concept received postive feedback from users, therefore we did not make any further iterations on this concept and instead focused our iterative efforts on the other concepts shown in this document.

To alleviate some of the issues that our survey participants found, we decided to add color coding to the bars to make them stand out more. The bars in red indicate that little to no items are being bought in that category, while green bars represent that users of almost all the items in that category are bought. If appeal-focused Gifters see that the items they like to buy are already purchased, it could motivate them to look at other categories and buy from there instead.

Since our participants found the diaper game visualization difficult to understand, we made a few changes so that it was clearer to the viewer. We made the progress bar simpler, and cleaned it up by adding a description at the top to reduce the amount of information inside the progress bar.