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Prime Video AI Shopping Feature

Prime Video AI Shopping Feature

Prime Video AI Shopping Feature

Prime Video AI Shopping Feature

Enabling users discover and purchase things from their favorite content

Enabling users discover and purchase things from their favorite content

Enabling users discover and purchase things from their favorite content

Enabling users discover and purchase things from their favorite content

Bootcamp Project

Overview

Overview

Overview

From Screen to Reality: Bringing OTT-Inspired Shopping to Life

From Screen to Reality: Bringing OTT-Inspired Shopping to Life

From Screen to Reality: Bringing OTT-Inspired Shopping to Life

From Screen to Reality: Bringing OTT-Inspired Shopping to Life

OTT platforms have become the go-to choice for content consumption due to their accessibility, affordability, and diverse content libraries. Viewers are often influenced by the stories they watch, whether it’s the protagonist, antagonist, supporting characters, or even specific objects within the content. This influence extends beyond entertainment, shaping fashion choices, food preferences, and lifestyle behaviors.

OTT platforms have become the go-to choice for content consumption due to their accessibility, affordability, and diverse content libraries. Viewers are often influenced by the stories they watch, whether it’s the protagonist, antagonist, supporting characters, or even specific objects within the content. This influence extends beyond entertainment, shaping fashion choices, food preferences, and lifestyle behaviors.

OTT platforms have become the go-to choice for content consumption due to their accessibility, affordability, and diverse content libraries. Viewers are often influenced by the stories they watch, whether it’s the protagonist, antagonist, supporting characters, or even specific objects within the content. This influence extends beyond entertainment, shaping fashion choices, food preferences, and lifestyle behaviors.

In December 2023, as part of a bootcamp, I had the exciting opportunity to work on a project that enables users to seamlessly purchase products featured in their favorite OTT content, bridging the gap between entertainment and shopping.

In December 2023, as part of a bootcamp, I had the exciting opportunity to work on a project that enables users to seamlessly purchase products featured in their favorite OTT content, bridging the gap between entertainment and shopping.

In December 2023, as part of a bootcamp, I had the exciting opportunity to work on a project that enables users to seamlessly purchase products featured in their favorite OTT content, bridging the gap between entertainment and shopping.

Role

Product Designer

Team

Solo

Platform

Mobile

Time

14 working days

highlights

highlights

highlights

Glimpses from the project

Glimpses from the project

Glimpses from the project

Glimpses from the project

Context

Context

Context

How it started

How it started

How it started

How it started

As part of the bootcamp, we were given multiple problem statements to choose from and work on. Being a movie enthusiast and a daily OTT consumer, I chose the challenge that excited me the most, creating an AI-powered feature for an OTT platform, aimed at enhancing user experience by enabling product purchases directly from the content they watch.

As part of the bootcamp, we were given multiple problem statements to choose from and work on. Being a movie enthusiast and a daily OTT consumer, I chose the challenge that excited me the most, creating an AI-powered feature for an OTT platform, aimed at enhancing user experience by enabling product purchases directly from the content they watch.

As part of the bootcamp, we were given multiple problem statements to choose from and work on. Being a movie enthusiast and a daily OTT consumer, I chose the challenge that excited me the most, creating an AI-powered feature for an OTT platform, aimed at enhancing user experience by enabling product purchases directly from the content they watch.

The Idea

The Idea

The Idea

An AI-powered image recognition feature that enables users to capture screenshots from the content they’re watching and receive personalized product recommendations. This feature bridges the gap between on-screen visuals and real-world purchases, allowing users to seamlessly shop for similar products and merchandise inspired by their favorite content.

An AI-powered image recognition feature that enables users to capture screenshots from the content they’re watching and receive personalized product recommendations. This feature bridges the gap between on-screen visuals and real-world purchases, allowing users to seamlessly shop for similar products and merchandise inspired by their favorite content.

An AI-powered image recognition feature that enables users to capture screenshots from the content they’re watching and receive personalized product recommendations. This feature bridges the gap between on-screen visuals and real-world purchases, allowing users to seamlessly shop for similar products and merchandise inspired by their favorite content.

Given the flexibility to choose the brand and platform, I selected Amazon Prime Video. Since Amazon already has a strong e-commerce ecosystem, integrating the shopping experience with the content platform felt like a seamless and practical solution, allowing users to directly purchase products they spot in the content.

Given the flexibility to choose the brand and platform, I selected Amazon Prime Video. Since Amazon already has a strong e-commerce ecosystem, integrating the shopping experience with the content platform felt like a seamless and practical solution, allowing users to directly purchase products they spot in the content.

Given the flexibility to choose the brand and platform, I selected Amazon Prime Video. Since Amazon already has a strong e-commerce ecosystem, integrating the shopping experience with the content platform felt like a seamless and practical solution, allowing users to directly purchase products they spot in the content.

Project Goal

Project Goal

User Engagement: Introducing the AI-powered shopping feature enhances user engagement by providing a more immersive and integrated experience. As users discover products related to the content they watch, they tend to spend more time on the platform, exploring both content and products.

User Engagement: Introducing the AI-powered shopping feature enhances user engagement by providing a more immersive and integrated experience. As users discover products related to the content they watch, they tend to spend more time on the platform, exploring both content and products.

User Engagement: Introducing the AI-powered shopping feature enhances user engagement by providing a more immersive and integrated experience. As users discover products related to the content they watch, they tend to spend more time on the platform, exploring both content and products.

User Retention: This feature significantly boosts user retention by adding a unique value proposition to the platform. By transforming it into a content + shopping hub, users find added convenience, encouraging them to return frequently for both entertainment and shopping.

User Retention: This feature significantly boosts user retention by adding a unique value proposition to the platform. By transforming it into a content + shopping hub, users find added convenience, encouraging them to return frequently for both entertainment and shopping.

User Retention: This feature significantly boosts user retention by adding a unique value proposition to the platform. By transforming it into a content + shopping hub, users find added convenience, encouraging them to return frequently for both entertainment and shopping.

challenge

challenge

challenge

How might we

How might we

How might we

How might we

Integrate a feature on Prime Video that allows users to seamlessly discover and purchase products from their favorite content without interrupting their viewing experience?

Integrate a feature on Prime Video that allows users to seamlessly discover and purchase products from their favorite content without interrupting their viewing experience?

Integrate a feature on Prime Video that allows users to seamlessly discover and purchase products from their favorite content without interrupting their viewing experience?

Create a frictionless bridge between Prime Video and Amazon’s e-commerce platform, enabling effortless product exploration and purchasing with minimal disruption?

Create a frictionless bridge between Prime Video and Amazon’s e-commerce platform, enabling effortless product exploration and purchasing with minimal disruption?

Create a frictionless bridge between Prime Video and Amazon’s e-commerce platform, enabling effortless product exploration and purchasing with minimal disruption?

process

process

process

This is how we arrived at the solution

This is how we arrived at the solution

This is how we arrived at the solution

This is how we arrived at the solution

Understanding the problem and making initial assumptions

Understanding the problem and making initial assumptions

Understanding the problem and making initial assumptions

After receiving the problem statement, I deep-dived into understanding the core problem, identifying what challenges users face, who I am solving it for, and how this feature could align with business goals to drive engagement and revenue.

After receiving the problem statement, I deep-dived into understanding the core problem, identifying what challenges users face, who I am solving it for, and how this feature could align with business goals to drive engagement and revenue.

After receiving the problem statement, I deep-dived into understanding the core problem, identifying what challenges users face, who I am solving it for, and how this feature could align with business goals to drive engagement and revenue.

Understanding existing product

Understanding existing product

Understanding existing product

I began by observing the existing flow design of Amazon Prime Video to understand how their platform works. During this process, I discovered a similar feature called X-Ray, which provided a great reference point. This helped me start structuring my feature, ensuring it seamlessly blends with the platform's existing design.

I began by observing the existing flow design of Amazon Prime Video to understand how their platform works. During this process, I discovered a similar feature called X-Ray, which provided a great reference point. This helped me start structuring my feature, ensuring it seamlessly blends with the platform's existing design.

I began by observing the existing flow design of Amazon Prime Video to understand how their platform works. During this process, I discovered a similar feature called X-Ray, which provided a great reference point. This helped me start structuring my feature, ensuring it seamlessly blends with the platform's existing design.

To maintain a consistent user experience, I assumed that my feature should function similarly to X-Ray, minimizing disruption to users' existing viewing habits while introducing a new shopping experience.

To maintain a consistent user experience, I assumed that my feature should function similarly to X-Ray, minimizing disruption to users' existing viewing habits while introducing a new shopping experience.

To maintain a consistent user experience, I assumed that my feature should function similarly to X-Ray, minimizing disruption to users' existing viewing habits while introducing a new shopping experience.

Making macro flow and jotting down ideas

Making macro flow and jotting down ideas

Making macro flow and jotting down ideas

To validate my assumption and give it some structure, I created a rough user flow to understand how the feature would function within the platform. This helped me map out the journey from content consumption to product discovery.

To validate my assumption and give it some structure, I created a rough user flow to understand how the feature would function within the platform. This helped me map out the journey from content consumption to product discovery.

To validate my assumption and give it some structure, I created a rough user flow to understand how the feature would function within the platform. This helped me map out the journey from content consumption to product discovery.

Based on this flow, I started sketching some initial design ideas on paper, exploring different ways to make the shopping experience feel natural without disrupting the user's viewing experience.

Based on this flow, I started sketching some initial design ideas on paper, exploring different ways to make the shopping experience feel natural without disrupting the user's viewing experience.

Based on this flow, I started sketching some initial design ideas on paper, exploring different ways to make the shopping experience feel natural without disrupting the user's viewing experience.

Deep dive into the flow

Deep dive into the flow

Deep dive into the flow

To refine the flow further and uncover hidden opportunities, I deep-dived into the user journey by breaking down each stage of the macro flow.

To refine the flow further and uncover hidden opportunities, I deep-dived into the user journey by breaking down each stage of the macro flow.

To refine the flow further and uncover hidden opportunities, I deep-dived into the user journey by breaking down each stage of the macro flow.

I analyzed what users might Do, Think, Feel, along with their potential Pain Points and Opportunities at each step. This exercise was crucial in identifying edge and error cases that could impact the feature's functionality and user experience.

I analyzed what users might Do, Think, Feel, along with their potential Pain Points and Opportunities at each step. This exercise was crucial in identifying edge and error cases that could impact the feature's functionality and user experience.

I analyzed what users might Do, Think, Feel, along with their potential Pain Points and Opportunities at each step. This exercise was crucial in identifying edge and error cases that could impact the feature's functionality and user experience.

This approach not only helped me strengthen the flow but also revealed new problems and opportunities, allowing me to design a more seamless and intuitive experience.

This approach not only helped me strengthen the flow but also revealed new problems and opportunities, allowing me to design a more seamless and intuitive experience.

This approach not only helped me strengthen the flow but also revealed new problems and opportunities, allowing me to design a more seamless and intuitive experience.

Ideating on the problems to get solutions

Ideating on the problems to get solutions

Ideating on the problems to get solutions

Once I identified the pain points and opportunities, I started ideating solutions to address most of the problems. My approach was to generate multiple ideas for a single problem, ensuring I could compare and extract the best possible solution.

Once I identified the pain points and opportunities, I started ideating solutions to address most of the problems. My approach was to generate multiple ideas for a single problem, ensuring I could compare and extract the best possible solution.

Once I identified the pain points and opportunities, I started ideating solutions to address most of the problems. My approach was to generate multiple ideas for a single problem, ensuring I could compare and extract the best possible solution.

To gain more insights, I also explored various apps to understand how they approach similar problems. This exercise helped me gather inspiration and refine my ideas to design a solution that seamlessly integrates with the user's existing experience.

To gain more insights, I also explored various apps to understand how they approach similar problems. This exercise helped me gather inspiration and refine my ideas to design a solution that seamlessly integrates with the user's existing experience.

To gain more insights, I also explored various apps to understand how they approach similar problems. This exercise helped me gather inspiration and refine my ideas to design a solution that seamlessly integrates with the user's existing experience.

Understanding other existing products

Understanding other existing products

Understanding other existing products

During the ideation process, I explored multiple apps to gather inspiration on how they solve similar problems. This research significantly helped me in crafting a robust solution for my product. For example, the way IKEA and Myntra highlight in-scene products inspired me to design the hero product screen, ensuring users can easily discover and engage with the products shown in the content.

During the ideation process, I explored multiple apps to gather inspiration on how they solve similar problems. This research significantly helped me in crafting a robust solution for my product. For example, the way IKEA and Myntra highlight in-scene products inspired me to design the hero product screen, ensuring users can easily discover and engage with the products shown in the content.

During the ideation process, I explored multiple apps to gather inspiration on how they solve similar problems. This research significantly helped me in crafting a robust solution for my product. For example, the way IKEA and Myntra highlight in-scene products inspired me to design the hero product screen, ensuring users can easily discover and engage with the products shown in the content.

Additionally, I didn't limit myself to static solutions. I also observed interaction patterns, like the YouTube Shopping List feature, which, although different in context, shared a similar goal of making product discovery seamless. This inspiration helped me design smooth interactions that kept the user experience intuitive and engaging.

Additionally, I didn't limit myself to static solutions. I also observed interaction patterns, like the YouTube Shopping List feature, which, although different in context, shared a similar goal of making product discovery seamless. This inspiration helped me design smooth interactions that kept the user experience intuitive and engaging.

Additionally, I didn't limit myself to static solutions. I also observed interaction patterns, like the YouTube Shopping List feature, which, although different in context, shared a similar goal of making product discovery seamless. This inspiration helped me design smooth interactions that kept the user experience intuitive and engaging.

Updating User flow

Updating User flow

Updating User flow

After exploring various use cases and scenarios, I restructured the user flow to ensure it covers a complete end-to-end problem-solving solution. Initially, I had created only one flow focused on direct purchases. However, after digging deeper into user behavior, I realized that not all users would make a purchase instantly—some might prefer to add products to their cart and decide later.

After exploring various use cases and scenarios, I restructured the user flow to ensure it covers a complete end-to-end problem-solving solution. Initially, I had created only one flow focused on direct purchases. However, after digging deeper into user behavior, I realized that not all users would make a purchase instantly—some might prefer to add products to their cart and decide later.

After exploring various use cases and scenarios, I restructured the user flow to ensure it covers a complete end-to-end problem-solving solution. Initially, I had created only one flow focused on direct purchases. However, after digging deeper into user behavior, I realized that not all users would make a purchase instantly—some might prefer to add products to their cart and decide later.

To address this, I designed a separate cart flow, allowing users to save products they discover while watching content and purchase them at their convenience. This ensured a more flexible and user-friendly shopping experience without interrupting their content consumption.

To address this, I designed a separate cart flow, allowing users to save products they discover while watching content and purchase them at their convenience. This ensured a more flexible and user-friendly shopping experience without interrupting their content consumption.

To address this, I designed a separate cart flow, allowing users to save products they discover while watching content and purchase them at their convenience. This ensured a more flexible and user-friendly shopping experience without interrupting their content consumption.

Making New Lo-fi Wireframes

Making New Lo-fi Wireframes

Making New Lo-fi Wireframes

With the clarity gained from the ideation stage and detailed user flow, I began creating low-fidelity (Lo-Fi) wireframes. My focus was to structure the feature intuitively, ensuring that the product discovery, adding to cart, and purchasing flow felt seamless without disrupting the content-watching experience.

With the clarity gained from the ideation stage and detailed user flow, I began creating low-fidelity (Lo-Fi) wireframes. My focus was to structure the feature intuitively, ensuring that the product discovery, adding to cart, and purchasing flow felt seamless without disrupting the content-watching experience.

With the clarity gained from the ideation stage and detailed user flow, I began creating low-fidelity (Lo-Fi) wireframes. My focus was to structure the feature intuitively, ensuring that the product discovery, adding to cart, and purchasing flow felt seamless without disrupting the content-watching experience.

The Lo-Fi wireframes helped me visualize the core layout, interaction patterns, and content placement, allowing for quick iterations before moving to high-fidelity designs. This step also ensured that I could test the flow early on and make necessary adjustments without investing too much time in visual design.

The Lo-Fi wireframes helped me visualize the core layout, interaction patterns, and content placement, allowing for quick iterations before moving to high-fidelity designs. This step also ensured that I could test the flow early on and make necessary adjustments without investing too much time in visual design.

The Lo-Fi wireframes helped me visualize the core layout, interaction patterns, and content placement, allowing for quick iterations before moving to high-fidelity designs. This step also ensured that I could test the flow early on and make necessary adjustments without investing too much time in visual design.

Making Hi-fi Wireframes

Making Hi-fi Wireframes

Making Hi-fi Wireframes

With clarity from the Lo-Fi wireframes and a defined user flow, I moved to Figma to design Hi-Fi wireframes. My focus was to keep the experience seamless and native to Amazon Prime Video while subtly integrating the product discovery feature. I also worked on micro-interactions and transitions to make the shopping experience smooth without disrupting content viewing.

With clarity from the Lo-Fi wireframes and a defined user flow, I moved to Figma to design Hi-Fi wireframes. My focus was to keep the experience seamless and native to Amazon Prime Video while subtly integrating the product discovery feature. I also worked on micro-interactions and transitions to make the shopping experience smooth without disrupting content viewing.

With clarity from the Lo-Fi wireframes and a defined user flow, I moved to Figma to design Hi-Fi wireframes. My focus was to keep the experience seamless and native to Amazon Prime Video while subtly integrating the product discovery feature. I also worked on micro-interactions and transitions to make the shopping experience smooth without disrupting content viewing.

Testing wireframes with peers and mentor

Testing wireframes with peers and mentor

Testing wireframes with peers and mentor

I then gathered feedback from my mentor and peers to identify any gaps or improvements in the design. The goal was to ensure clarity, practicality, and ease of use.

I then gathered feedback from my mentor and peers to identify any gaps or improvements in the design. The goal was to ensure clarity, practicality, and ease of use.

I then gathered feedback from my mentor and peers to identify any gaps or improvements in the design. The goal was to ensure clarity, practicality, and ease of use.

I conducted testing sessions with two peers and received valuable feedback from my mentor, which helped me fine-tune the design for a more seamless experience.

I conducted testing sessions with two peers and received valuable feedback from my mentor, which helped me fine-tune the design for a more seamless experience.

I conducted testing sessions with two peers and received valuable feedback from my mentor, which helped me fine-tune the design for a more seamless experience.

Testing wireframes with Users

Testing wireframes with Users

Testing wireframes with Users

Simultaneously, I conducted user testing to evaluate if the design was practical and easy to use. I used a mix of task-based and comprehensive testing to gather diverse feedback, helping me understand user behavior and make necessary improvements based on their insights.

Simultaneously, I conducted user testing to evaluate if the design was practical and easy to use. I used a mix of task-based and comprehensive testing to gather diverse feedback, helping me understand user behavior and make necessary improvements based on their insights.

Simultaneously, I conducted user testing to evaluate if the design was practical and easy to use. I used a mix of task-based and comprehensive testing to gather diverse feedback, helping me understand user behavior and make necessary improvements based on their insights.

Iterating the screens

Iterating the screens

Iterating the screens

Based on the feedback and data gathered from users, peers, and my mentor, I started iterating on the feature by:

Based on the feedback and data gathered from users, peers, and my mentor, I started iterating on the feature by:

Based on the feedback and data gathered from users, peers, and my mentor, I started iterating on the feature by:

  • Adding size chart for cloths.

  • Adding size chart for cloths.

  • Adding size chart for cloths.

  • Bigger product image with zoom view.

  • Bigger product image with zoom view.

  • Bigger product image with zoom view.

  • Adding similar product suggestion inside the product details page.

  • Adding similar product suggestion inside the product details page.

  • Adding similar product suggestion inside the product details page.

Iterating/adding new Flows

Iterating/adding new Flows

Iterating/adding new Flows

During user testing, I noticed a common behavior where users struggled to resume the movie after exploring the product. Most users made 2-3 incorrect taps before figuring it out. To solve this, I improved the resume flow by aligning it with the existing product interaction, ensuring a more intuitive experience.

During user testing, I noticed a common behavior where users struggled to resume the movie after exploring the product. Most users made 2-3 incorrect taps before figuring it out. To solve this, I improved the resume flow by aligning it with the existing product interaction, ensuring a more intuitive experience.

During user testing, I noticed a common behavior where users struggled to resume the movie after exploring the product. Most users made 2-3 incorrect taps before figuring it out. To solve this, I improved the resume flow by aligning it with the existing product interaction, ensuring a more intuitive experience.

Additionally, Aditya and my mentor pointed out that redirecting users to Amazon for purchases could increase drop-off rates from Prime Video. To address this, I inbuilt the purchase flow within the platform, allowing users to complete their purchase without leaving the app. This not only enhanced user retention but also provided a more seamless experience.

Additionally, Aditya and my mentor pointed out that redirecting users to Amazon for purchases could increase drop-off rates from Prime Video. To address this, I inbuilt the purchase flow within the platform, allowing users to complete their purchase without leaving the app. This not only enhanced user retention but also provided a more seamless experience.

Additionally, Aditya and my mentor pointed out that redirecting users to Amazon for purchases could increase drop-off rates from Prime Video. To address this, I inbuilt the purchase flow within the platform, allowing users to complete their purchase without leaving the app. This not only enhanced user retention but also provided a more seamless experience.

Output

Output

Output

Final solution proposed

Final solution proposed

Final solution proposed

Final solution proposed

Design system

Design system

Design system

Design style for the feature

Design style for the feature

Design style for the feature

Design style for the feature

decisions

decisions

decisions

Critical decisions taken during the project

Critical decisions taken during the project

Critical decisions taken during the project

Critical decisions taken during the project

Making the purchase flow inside the app

Making the purchase flow inside the app

Making the purchase flow inside the app

Initially, I was unsure about building the entire purchase flow within the app. My initial thought was to leverage Amazon's existing flow by redirecting users to their platform for purchasing.

Initially, I was unsure about building the entire purchase flow within the app. My initial thought was to leverage Amazon's existing flow by redirecting users to their platform for purchasing.

Initially, I was unsure about building the entire purchase flow within the app. My initial thought was to leverage Amazon's existing flow by redirecting users to their platform for purchasing.

However, during peer testing and mentor feedback, I realized that redirecting users to Amazon could increase drop-off rates from Prime Video. Users might get distracted by exploring other shopping items, negatively impacting retention.

However, during peer testing and mentor feedback, I realized that redirecting users to Amazon could increase drop-off rates from Prime Video. Users might get distracted by exploring other shopping items, negatively impacting retention.

However, during peer testing and mentor feedback, I realized that redirecting users to Amazon could increase drop-off rates from Prime Video. Users might get distracted by exploring other shopping items, negatively impacting retention.

To solve this, I decided to build an in-app purchase flow while fetching data from Amazon. This approach kept the flow simple and familiar while ensuring users stayed on Prime Video, enhancing overall engagement.

To solve this, I decided to build an in-app purchase flow while fetching data from Amazon. This approach kept the flow simple and familiar while ensuring users stayed on Prime Video, enhancing overall engagement.

To solve this, I decided to build an in-app purchase flow while fetching data from Amazon. This approach kept the flow simple and familiar while ensuring users stayed on Prime Video, enhancing overall engagement.

Keeping Movie scene while exploring products

Keeping Movie scene while exploring products

Keeping Movie scene while exploring products

This decision was inspired by Prime Video's X-Ray feature, where the primary goal for users is to watch content. Even when users engage with secondary features, resuming the movie should feel intuitive, that's why I kept the resume option easily accessible.

This decision was inspired by Prime Video's X-Ray feature, where the primary goal for users is to watch content. Even when users engage with secondary features, resuming the movie should feel intuitive, that's why I kept the resume option easily accessible.

This decision was inspired by Prime Video's X-Ray feature, where the primary goal for users is to watch content. Even when users engage with secondary features, resuming the movie should feel intuitive, that's why I kept the resume option easily accessible.

However, during user testing, I discovered another use case. Most users were comparing products by re-watching the scene, trying to verify if the product shown was the same as recommended. This insight reinforced the need to make the product viewing and content resumption seamless, ensuring minimal disruption to the user's viewing experience.

However, during user testing, I discovered another use case. Most users were comparing products by re-watching the scene, trying to verify if the product shown was the same as recommended. This insight reinforced the need to make the product viewing and content resumption seamless, ensuring minimal disruption to the user's viewing experience.

However, during user testing, I discovered another use case. Most users were comparing products by re-watching the scene, trying to verify if the product shown was the same as recommended. This insight reinforced the need to make the product viewing and content resumption seamless, ensuring minimal disruption to the user's viewing experience.

Highlighting products before giving results

Highlighting products before giving results

Highlighting products before giving results

During my competitor analysis and based on my own assumptions, I realized that users don’t always like every product from a scene — they usually focus on one or two items that catch their attention. Overwhelming users with too many options could lead to a cluttered experience and reduce engagement.

During my competitor analysis and based on my own assumptions, I realized that users don’t always like every product from a scene — they usually focus on one or two items that catch their attention. Overwhelming users with too many options could lead to a cluttered experience and reduce engagement.

During my competitor analysis and based on my own assumptions, I realized that users don’t always like every product from a scene — they usually focus on one or two items that catch their attention. Overwhelming users with too many options could lead to a cluttered experience and reduce engagement.

To enhance the experience, I decided to highlight only the key products from the scene, keeping the interface minimal and focused. However, I also provided a "View All" option for users who wish to explore everything in the scene, ensuring flexibility without overwhelming the user.

To enhance the experience, I decided to highlight only the key products from the scene, keeping the interface minimal and focused. However, I also provided a "View All" option for users who wish to explore everything in the scene, ensuring flexibility without overwhelming the user.

To enhance the experience, I decided to highlight only the key products from the scene, keeping the interface minimal and focused. However, I also provided a "View All" option for users who wish to explore everything in the scene, ensuring flexibility without overwhelming the user.

No direct purchase option on details page

No direct purchase option on details page

No direct purchase option on details page

While watching a movie, the process of purchasing a product, including selecting the delivery address, making a payment, etc. Can be time-consuming and may disrupt the viewing experience.

While watching a movie, the process of purchasing a product, including selecting the delivery address, making a payment, etc. Can be time-consuming and may disrupt the viewing experience.

While watching a movie, the process of purchasing a product, including selecting the delivery address, making a payment, etc. Can be time-consuming and may disrupt the viewing experience.

To avoid this disruption, I introduced a simple "Add to Cart" option instead of a direct purchase. This allows users to quickly save their favorite items without interrupting their content consumption. Later, they can easily access their cart and complete the purchase without the hassle of searching for the product again.

To avoid this disruption, I introduced a simple "Add to Cart" option instead of a direct purchase. This allows users to quickly save their favorite items without interrupting their content consumption. Later, they can easily access their cart and complete the purchase without the hassle of searching for the product again.

To avoid this disruption, I introduced a simple "Add to Cart" option instead of a direct purchase. This allows users to quickly save their favorite items without interrupting their content consumption. Later, they can easily access their cart and complete the purchase without the hassle of searching for the product again.

Proper Integration with amazon

Proper Integration with amazon

Proper Integration with amazon

All product-related data, including details, reviews, and other key information, is directly fetched from Amazon's platform.

All product-related data, including details, reviews, and other key information, is directly fetched from Amazon's platform.

All product-related data, including details, reviews, and other key information, is directly fetched from Amazon's platform.

This approach eliminates the need for Prime Video to build a separate system from scratch, allowing them to focus solely on their primary business, delivering OTT content.

This approach eliminates the need for Prime Video to build a separate system from scratch, allowing them to focus solely on their primary business, delivering OTT content.

This approach eliminates the need for Prime Video to build a separate system from scratch, allowing them to focus solely on their primary business, delivering OTT content.

Additionally, this seamless integration benefits both platforms, Prime Video drives product discovery, and Amazon boosts its sales, creating a mutual growth opportunity.

Additionally, this seamless integration benefits both platforms, Prime Video drives product discovery, and Amazon boosts its sales, creating a mutual growth opportunity.

Additionally, this seamless integration benefits both platforms, Prime Video drives product discovery, and Amazon boosts its sales, creating a mutual growth opportunity.

Future scope

Future scope

Future scope

Future planning for this feature

Future planning for this feature

Future planning for this feature

Future planning for this feature

Expand the feature to website and TV platforms to increase reachability and enhance user accessibility across different devices.

Expand the feature to website and TV platforms to increase reachability and enhance user accessibility across different devices.

Expand the feature to website and TV platforms to increase reachability and enhance user accessibility across different devices.

Integrate with other trusted e-commerce platforms to offer users a wider range of product suggestions, ensuring they find the most relevant products.

Integrate with other trusted e-commerce platforms to offer users a wider range of product suggestions, ensuring they find the most relevant products.

Integrate with other trusted e-commerce platforms to offer users a wider range of product suggestions, ensuring they find the most relevant products.

Introduce a match meter that shows how closely a product matches the item in the scene, helping users make informed purchase decisions.

Introduce a match meter that shows how closely a product matches the item in the scene, helping users make informed purchase decisions.

Introduce a match meter that shows how closely a product matches the item in the scene, helping users make informed purchase decisions.

Implement a smart guide to help users capture the nearest clear scene in case of blurry screenshots, ensuring better product recognition.

Implement a smart guide to help users capture the nearest clear scene in case of blurry screenshots, ensuring better product recognition.

Implement a smart guide to help users capture the nearest clear scene in case of blurry screenshots, ensuring better product recognition.

Takeaways

Takeaways

Takeaways

Key learnings got from the project

Key learnings got from the project

Key learnings got from the project

Key learnings got from the project

Problem-Solving Approach

Problem-Solving Approach

Problem-Solving Approach

Learned how to break down a broad problem statement into actionable steps.

Learned how to break down a broad problem statement into actionable steps.

Learned how to break down a broad problem statement into actionable steps.

Understood the importance of defining clear business and user goals before diving into design.

Understood the importance of defining clear business and user goals before diving into design.

Understood the importance of defining clear business and user goals before diving into design.

User-Centric Design

User-Centric Design

User-Centric Design

Realized how user behaviors and habits (like watching content uninterrupted) impact product design decisions.

Realized how user behaviors and habits (like watching content uninterrupted) impact product design decisions.

Realized how user behaviors and habits (like watching content uninterrupted) impact product design decisions.

Discovered that seamless integration with an existing platform is crucial to maintaining a smooth user experience.

Discovered that seamless integration with an existing platform is crucial to maintaining a smooth user experience.

Discovered that seamless integration with an existing platform is crucial to maintaining a smooth user experience.

Iterative Design and Feedback

Iterative Design and Feedback

Iterative Design and Feedback

Understood the value of testing early with peers and mentors to refine ideas.

Understood the value of testing early with peers and mentors to refine ideas.

Understood the value of testing early with peers and mentors to refine ideas.

Learned how feedback can reveal usability challenges, like users struggling to resume the movie after interacting with the shopping feature.

Learned how feedback can reveal usability challenges, like users struggling to resume the movie after interacting with the shopping feature.

Learned how feedback can reveal usability challenges, like users struggling to resume the movie after interacting with the shopping feature.

Balancing Business and User Needs

Balancing Business and User Needs

Balancing Business and User Needs

Recognized that redirecting users to Amazon’s e-commerce platform could lead to drop-offs on Prime Video.

Recognized that redirecting users to Amazon’s e-commerce platform could lead to drop-offs on Prime Video.

Recognized that redirecting users to Amazon’s e-commerce platform could lead to drop-offs on Prime Video.

Designed a built-in purchase flow to keep users engaged while maintaining the integrity of the OTT experience.

Designed a built-in purchase flow to keep users engaged while maintaining the integrity of the OTT experience.

Designed a built-in purchase flow to keep users engaged while maintaining the integrity of the OTT experience.

Competitor and Industry Research

Competitor and Industry Research

Competitor and Industry Research

Took inspiration from platforms like IKEA, Myntra, and YouTube to design a feature that feels intuitive and familiar.

Took inspiration from platforms like IKEA, Myntra, and YouTube to design a feature that feels intuitive and familiar.

Took inspiration from platforms like IKEA, Myntra, and YouTube to design a feature that feels intuitive and familiar.

Understood how studying competitors can help improve interactions and design elements.

Understood how studying competitors can help improve interactions and design elements.

Understood how studying competitors can help improve interactions and design elements.

Micro vs. Macro-Level Thinking

Micro vs. Macro-Level Thinking

Micro vs. Macro-Level Thinking

Learned how to move from high-level assumptions to detailed, scenario-based design decisions.

Learned how to move from high-level assumptions to detailed, scenario-based design decisions.

Learned how to move from high-level assumptions to detailed, scenario-based design decisions.

Understood how even small details, like highlighting products before giving results, can impact user engagement.

Understood how even small details, like highlighting products before giving results, can impact user engagement.

Understood how even small details, like highlighting products before giving results, can impact user engagement.

Importance of a Design System

Importance of a Design System

Importance of a Design System

Realized the benefits of following existing design patterns (e.g., Amazon’s checkout flow) to reduce complexity.

Realized the benefits of following existing design patterns (e.g., Amazon’s checkout flow) to reduce complexity.

Realized the benefits of following existing design patterns (e.g., Amazon’s checkout flow) to reduce complexity.

Understood that consistency in UI elements and interactions improves usability.

Understood that consistency in UI elements and interactions improves usability.

Understood that consistency in UI elements and interactions improves usability.

Building for Scalability

Building for Scalability

Building for Scalability

Thought about future integrations with other e-commerce platforms to give users more purchase options.

Thought about future integrations with other e-commerce platforms to give users more purchase options.

Thought about future integrations with other e-commerce platforms to give users more purchase options.

Considered features like a match meter to improve AI-driven recommendations.

Considered features like a match meter to improve AI-driven recommendations.

Considered features like a match meter to improve AI-driven recommendations.

Communication and Collaboration

Communication and Collaboration

Communication and Collaboration

Learned how to effectively communicate design ideas, assumptions, and justifications to peers and mentors.

Learned how to effectively communicate design ideas, assumptions, and justifications to peers and mentors.

Learned how to effectively communicate design ideas, assumptions, and justifications to peers and mentors.

Understood the importance of documenting critical design decisions and explaining the rationale behind them.

Understood the importance of documenting critical design decisions and explaining the rationale behind them.

Understood the importance of documenting critical design decisions and explaining the rationale behind them.

  • * Let’s connect!

  • * Let’s connect!

Feel free to drop

me an email

Works

About

Approach

suvopaul79@gmail.com

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Behance

© 2025 Sushavon Paul

Made with love in Framer

Feel free to drop

me an email

Works

About

Approach

suvopaul79@gmail.com

Resume

LinkedIn

Behance

© 2025 Sushavon Paul

Made with love in Framer

Feel free to drop

me an email

Works

About

Approach

suvopaul79@gmail.com

Resume

LinkedIn

Behance

© 2025 Sushavon Paul

Made with love in Framer

Feel free to drop

me an email

Works

About

Approach

suvopaul79@gmail.com

Resume

LinkedIn

Behance

© 2025 Sushavon Paul

Made with love in Framer