BUILD-IT
Allowing customers to weigh in on which Alexa device we build next
Overview
In early 2020, I helped spearhead a bold initiative at Amazon: Build-It. The concept was born from a vision to revolutionize how customers influence product development. Picture this—what if customers could actively shape the next Alexa device? The idea was simple yet ambitious: present customers with carefully curated concepts, and let them decide which products we bring to life. I was thrilled to be asked to be the lead designer on this project.
Challenge
Implementing Build-It posed several significant challenges. Customers would pre-order concepts instead of actual products, face a waiting period of 4-7 months, and risk not receiving the product if it didn’t reach its goal. Additionally, we were restricted from modifying the existing checkout flow or search functionalities, making it essential to communicate these differences clearly on the product detail page.
Strategic leadership
Navigating these challenges required a meticulous approach centered on three key strategic pillars:
Educational detail pages: Understanding that customers needed clear guidance without disrupting their shopping experience, I redesigned the detail page. Key elements included:
Progress bar: Titled "Should this item get built?", the progress bar visually tracked customer interest in concept products. Iterative testing refined its design to ensure intuitive comprehension.
Post-Add to Cart blocker: Implemented to inform customers about the unique pre-order process immediately after clicking "Add to Cart". This blocker, though unconventional for Amazon, was crucial in setting accurate expectations and reducing confusion.
Operational integration: Seamless integration into the existing checkout flow was paramount to maintaining Amazon’s high standards while innovating. Despite constraints on checkout flow modifications, my detailed page enhancements effectively communicated the program’s unique aspects, ensuring alignment with Amazon’s customer-centric ethos.
Customer-cntric innovation: Throughout the project, I prioritized customer feedback and iterative testing. Insights from usability studies and customer interactions guided continuous refinement of our approach, ensuring high engagement and satisfaction metrics.
Launch
On February 16, 2021, we launched Build-It with three innovative concepts: a smart cuckoo clock, a smart nutrition scale, and a smart sticky note printer. The sticky note printer quickly met its pre-order goal in just three days, while the other two concepts did not reach their targets. This first-ever experiment within Amazon Devices successfully engaged customers in the design process, validating the MVP by achieving full customer support for at least one concept.
