A versatile Service Designer and UX Designer with a solid foundation in graphic design and experience design. Proficient in using qualitative and quantitative research methodologies to identify problems/opportunities, and generate insights for improvement. Skilled in applying systems thinking approaches to address complex challenges and create sustainable solutions. Committed to developing user-centered/actor-centered/planet-centered designs that enhance experiences while aligning with business objectives.
AMAZON (*Hidden confidential content)
#UX #System Design #Innovation #Journey Mapping #Inclusivity #Accessible
Team Size: Amazon Design Scholars Program Team & SCADpro Team
Duration: Jan-Mar, 2023
Role: Service Design Lead, Research
Duration: Jan-Mar, 2023
Role: Service Design Lead, Research
The Prompt
Aging with Amazon. We are on the precipice of universal digital nativity (those born or brought up during the age of digital technology and therefore familiar with computers and the internet from an early age): how might Amazon best support customers to age alongside technology at home?
The Methodology
Combining Agile and Design Thinking to develop systematic innovations to address aging life across the age range.
The Outcome
An AI big-data system develops with people by documenting their decisions and behavioral patterns through key developmental stages as they age.
Preview
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︎#Think globally #Think responsibly #Think ability #Think broad scope. ︎
Preview
︎How might Amazon best support customers to age alongside technology at home?︎
Design Process
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Design Purpose
︎#Think globally #Think responsibly #Think ability #Think broad scope. ︎
Preview
How might we...?
︎How might Amazon best support customers to age alongside technology at home?︎
1.0 Secondary & Primary Research
1.1 Exploring the Digital Frontier: Kick-off Research for "Aging with Amazon"
In our first step towards "Aging with Amazon," we launched a comprehensive primary research, blending competitor analysis, macro trend assessment, and case study evaluation. Through exploring market dynamics, interpreting societal and technological trends, and gaining insights from real-world cases, we aim to cultivate a path that allows Amazon's customers to age in tandem with technology, transforming their homes into a sanctuary of digital ease and accessibility. This marks the beginning of a riveting expedition into a digitally inclusive future.
1.2 Decoding Amazon's Digital Universe: An Ecosystem of Scale, Scope, and Seamless User Experiences
Amazon's ecosystem maps visually display the entire system of, products, services, devices, platforms, and systems. Amazon takes 2C e-commerce business as the core, "customer-centric" as the tactical landing point, "scale as the goal" as the strategic landing point, and pan-B2C as the core business model and continuously extends outward. The company also continues to expand across geographies and long tails to cover all scenes of users.
1.3 Insights Uncovered: Screening, Stakeholder Interviews, and Affinitization in "Aging with Amazon"
Progressing with "Aging with Amazon," we implemented an extensive screening process, followed by insightful stakeholder interviews, culminating in data affinitization. Through careful data filtering, valuable first-hand narratives, and subsequent clustering of information, we unearthed pivotal insights. These findings will guide our strategy in crafting an Amazon experience that fosters inclusivity, accessibility, and intuitiveness, allowing our users to age harmoniously with technology. Our stride towards a more age-friendly digital landscape continues.
2.0 Identify & Define
2.1 Strategic Mapping: Uncovering Opportunities for "Aging with Amazon"
In our "Aging with Amazon" journey, we've mapped key areas of opportunities based on our research insights, resulting in four core parameters:
︎Transform: Reinvent entertainment, gaming, and aging perceptions while boosting tech adaptability.
︎ Expand: Enhance safety, security, wellbeing, and seamless tech integration.
︎ Create: Foster inclusivity, tech-awareness, and personal growth.
︎ Reduce: Minimize dependence, energy use, e-waste, screen time, and tech complexity.
This strategic map guides our pursuit of digital inclusivity, aiding us in crafting a more user-friendly Amazon experience for all ages.
︎Transform: Reinvent entertainment, gaming, and aging perceptions while boosting tech adaptability.
︎ Expand: Enhance safety, security, wellbeing, and seamless tech integration.
︎ Create: Foster inclusivity, tech-awareness, and personal growth.
︎ Reduce: Minimize dependence, energy use, e-waste, screen time, and tech complexity.
This strategic map guides our pursuit of digital inclusivity, aiding us in crafting a more user-friendly Amazon experience for all ages.
2.2 Archetypes Unveiled: Shaping "Aging with Amazon" Around User Personas
Our "Aging with Amazon" journey continues with the unveiling of three distinct archetypes:
︎The Dragonfly: These users actively seek out technology to enhance their lifestyle and enrich their living experience.
︎The Butterfly: Ambitious and socially driven, they leverage technology to achieve their career and social objectives.
︎The Phoenix: Despite physical and mental challenges, they utilize technology to simplify and add comfort to their lives.
︎The Dragonfly: These users actively seek out technology to enhance their lifestyle and enrich their living experience.
︎The Butterfly: Ambitious and socially driven, they leverage technology to achieve their career and social objectives.
︎The Phoenix: Despite physical and mental challenges, they utilize technology to simplify and add comfort to their lives.
3.0 Ideate & Sketch
3.1 Innovating for Impact: Ideation, Storyboarding, and Concept Prioritization in "Aging with Amazon"
Progressing in our "Aging with Amazon" initiative, we've fostered a plethora of valuable concepts through extensive ideation. These ideas were brought to life via storyboards, visualizing the potential of each concept. Finally, in collaboration with our clients, we've undertaken concept prioritization and selection, focusing on those with the highest potential to make a substantial difference. This strategic process continues to propel us towards our goal of shaping an age-friendly Amazon ecosystem.
4.0 Research Reloaded for Concept
4.1 Refining for Excellence: Revisiting Research to Optimize Concepts in "Aging with Amazon"
In our ongoing "Aging with Amazon" journey, we've circled back to primary and secondary research. This iterative process, fueled by our preliminary concept development, allows us to refine and enhance these concepts, ensuring they are robust, valuable, and user-centric. Our commitment to continuous improvement underpins this holistic approach to creating an inclusive Amazon experience for all ages.
5.0 Outcome
