Redesign Amazon home page for the great Indian festival season sale. What are the key metrics you will track?

Question

Redesign Amazon home page for the great Indian festival season sale. What are the key metrics you will track?

What is the goal or objective of exercise
- Engagement
- So kpi we can define as we go deeper in the problem
Why are we redesigning this page? Is there an issue that we are solving during festival time ?
- You can assume that
There are no constraints to the projects
Geo - india
Homepage re design - you mean home page for d2c customers as amazon has seller app and consumer app
- D2c
Is there a specific category we are focusing on amazon due to festival seasons
- Let us say clothes

Let me think thought this for 2 minutes

The way i envision this product structure here is mission, type of users, pain points, solutions, success metric

Does the above structure look ok ?

Yes it does

Type of users for amazon d2c

Type of users	Reach	Impact
New users - just onboarded but does not have transactions	H	H
Active users Power/high freq - who tend to buy products once or twice a week, young age adult , high spenders	H	H
Mid freq - they believe in saving/investing money,spend only when required, mainly dont want to pay convenience fee (once in 30 days)	M	M
Low freq (once in 3 to 6 months)	L	L

During festival times new users tend to try and buy something as this is the shopping season and so does active users so reach and impact v high . Also during festival seasons amazon would also deploy new budgets to attract new customers

I would like to choose active - power and new users and design solution around it

Pain points

Type of pain point	depth	size
New user -Discoverability - due to lack of data	L	L
Activepower user - Division of mind share	M	M
Activepower user - too much to choose from	L	L

The way i am thinking here is that for new users discoverability is a challenge as they tend to come with a single product ads but they would to discover more hence will have to actively search and we need to think through how can we make the whole search experienced more personalized

For active users who have been coming on app will be bombarded by the reco and promotional offers which makes his decision making hard as there is too much to choose from

Sol	Reach	Impact	Effort	Phase
1 - How about we make user ask or enter his preference before we make him land on homepage .E.g what do you need - We will use AI/LLM to decode his prompt E.g i am looking to buy clothes which will be not too casual or not too formal this festival season E.g i would want to buy some few lamps for my house	L	L	L	1
Post the question is answered limited results which match the best option will be displayed there by making it easy for user to choice	L	L	L	1
Use AI to make them feel how product will look wherever possible Clothes - try and buy (try would invoke AI based option to see how the user will look like) Images of your window can be uploaded which be immersed with lamp image using AI	L	L	L	2
Option to refresh which will bring new products	L	L	L	1

Try and buy we can add it later as part of phase 2 as we cannot have everything measure

Expose this 50 % of audience vs rest 50 % old flow and test engagement and purchases

Success metric

No of products users is interacting with
1. Like , share, comment (north star)
No of time refreshed was clicked - will tell you if users are satisfied with results
Track purchases

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Chinmay Shandilya · Answer 1 · 2024-05-06T18:31:53+0000

Lets first narrow down our scope as Amazon is a very broad product.

Assumption -

Here we are going to talk about Amazon delivery business

The Great Indian Festival Sale is primarily targeted to Indian users ( amazon.in )

Responsive landing page ( varies with each user )

We are designing for the consumer app ( d2c)

Users on Amazon Delivery

- Buyer

- Supplier

- Advertisors (who want to boost theier product )

Clarifying Question -

1. Are we redesigning the home page for the web or the app ?

2. What is the purpose of redesigining the home page ?

- User engagement so that more people buy in the sale

- Drive more sales for suppliers who are advertising on the amazon platform during the sale

3. Any specific category for which we need to redesign or the home page of the app which includes everything ?

Now lets define the user groups -

1. First time users on the amazon platform

2. Active Users on the amazon platform in last 30 days

3. Non active users on the platform in last 30 days

Now on the supplier side -

1. Suppliers with exclusive products on the amazon platform looking to advertise

2. Suppliers with no advertisement

Now lets break the entire home page in to various sections. We will mostly focus on the new users & the active users for redesigning our home page

1. Top of the page would be dedicated to the highlights of the sale -

- 50% of on clothing ( Buy Now )

- First time launches on the Amazon ( like any mobile phone )

& so on...

2. Now for first time users we need to make sure that they can discover as much as possible & we don't have any prefrence of these type of users.

We can build -

Voice based search should be easily discoverable to the first time users for easy search

AI based chat to recommend items & links to the users

3. Now for the active users based on the search history we can show

Recommend for you - ( with a limited period offer )

This could be in the order of type of searches made by the activer user / items already put in the cart or in the wishlist which are now on discount

Top Deals of the Day ( To cross sell other similar products to the active users )

Exclusive deals for the active users

Success Metrics -

North star metric -

Purchases

Increase in revenue for supplier

Other Metrics -

1. Banner with most CTR ( click/impression )

2. No of purchases completed through recommended products/top deals/exclusive deals,etc. to active users

We can further come up with sub metrics for each of these

Thanks

Feedback is welcome