Redesign Wireframing for Amazon Prime Video

Platform: Amazon Prime Video

Device: Smart phone

Wireframe level: Low-fidelity with annotations

This is to redesign 3 screens (Homepage, Video intro page and Search page) for Amazon Prime Video app based on identified user pain points and solutions.

Identified Pain Points & Solutions

1. User-unfriendly Interface

The interface is cluttered and not user-friendly. Users need to navigate through many screens to find what they want.

Solution: Simplify the Interface
Eliminate unnecessary elements that users less need to use while prioritizing key and frequent features to help users get to what they want in a few clicks.

2. Broken Search Function

The search function is often inaccurate or not user-friendly, returning irrelevant results.

Solution: Enhance the Search Functionality
Improving the accuracy of search results by providing better filtering options, including key words and categorizations.

3. Billing Issues


Some users have faced issues with unexpected charges and difficulties in managing subscriptions and payments.

Solution: Manage Billing Easier
Provide a shortcut of “Billing” on the navigation bar to allow users to access related information easily and fast.

4. Ads in Content


Most users are frustrated with the ads in content, even paid subscribers need to watch ads. Ads are not only interrupting shows and movies, but also inappropriately timed, leading to poor user experience.

Solution: Transparency on Ads
Inform users how many ads they are going to see in the content, to manage their expectations and reduce the level of unsatisfaction.

5. Missing “Free to Me”


The removal of the "Free to Me" filter has made it difficult for users to find content included with their subscription without sorting through options that require additional purchases or rentals.

Solution: Reintroduce the "Free to Me" Filter
Bringing back this feature would greatly enhance the user experience by allowing users to quickly find content included in their subscription without sifting through pay-per-view options.

6. Poor Personalized

Recommendations
Users have reported that the recommendations are heavily influenced by their viewing history, even by content they didn’t enjoy, making the suggestions less relevant and sometimes repetitive.

Solution: Freedom to Personalize
Provide a button in the Recommendations section to allow users to reset or fine-tune their content recommendations.