Amazon Prime Now - Talk Shop Feature

Sade Singleton & Karen Kim
Product School
Shopping for Opportunity: Talk Shop
Personal Shopper Chatbox &
Delivery ETA Notifications

Identify
Plan
Design
Develop
Launch
Assess
Repeat

Leading Product Categories Purchased by U.S.
Amazon Prime Subscribers via Prime Now
(Statista, Sept. 2018) - Prime Membership Fee: $12.99/mth
Vestibulum
congue
Vestibulum congue
Vestibulum
congue
Four
Guiding
Principles
Long-Term
Thinking
Commitment to
Operational
Excellence
Passionfor
Invention
Customer Obsession
Rather Than
Competitor Focus
Amazon Prime Now
~112 MILLION
U.S. Amazon Prime
subscribers
as of Dec. 2019
18% GROWTH
since Jun. 2018
-Statista

Meet Our Customers
Maisie Millennial
by persona pool - regular users
Term of Membership: 5 Years
Wanting Improvements.
To be made happy by Prime Now LLC.
● Lives in New York City
● Full-time lead engineer
● Early 30s and married
● Two toddlers
● Homeowner
Motivations
Balancing work and family, Maisie
usually doesn’t have time to go to the
grocery store. She and her husband
cook together, and during her precious
time at home, she wants to keep her
family happy and healthy, feeding them
yummy, organic meals. She is very
careful about what she gets delivered.
Manfredo Moderno
by persona pool - occasional users
Term of Membership: 2 Years
Wanting Improvements.
To be made happy by Prime Now LLC.
● Lives in San Francisco
● Video game developer (Visual FX)
● Mid-20s and single
● Has a dog and an apartment
● Grew up in Italy and has
professional proficiency in English
Motivations
With an active social life and a busy
work schedule, Manfredo has little time
to physically shop, too, but he LOVES
cooking for fun (learned from Nonna).
When he needs groceries and isn’t
feeling well, he’ll use Prime Now to be on
top of processing and delivery timing.

Current App Walkthrough, Cont.

Established in 2014 Established in 2012
Current UX prevents us
from managing our
customer’s expectations of
the shopping process for
the better
The Problem
“No way to send...special requests, or communicate with the shopper”
“...app doesn’t show something that I know the store has”
“ordered food for that night’s family dinner only not to receive that one
vital item from my order”
“Only reason I use this... Whole Foods is about 30 mins from home”
“I want to love this service, but it’s sadly lacking.”

Pain Points
Pain Point #1: “I can’t add or delete items to or from the basket while
the shopper is still shopping, so I can’t get the best quality of produce
I wanted and expected.”
Pain Point #2: “My shopper hasn’t responded to my request to
confirm a substitute for an unavailable item I thought was in stock
according to the app. I’m afraid we might be getting a more expensive
replacement that my family won’t like.”
Pain Point #3: “When the shopper handed off my order to the
delivery, I have to hold my plans because I can’t get a close estimate
of when my order will get here.”
As a user, I want to still have the option to change my
order in real-time as if I were in the grocery store.
As a user, I want to be at ease knowing that I’m getting
what I requested and trust my shopper.
As a user, I want to have a fair expectation of when my
order will arrive so I can go about my day.

The Solution: Opportunity Hypothesis
We can make Maisie and Manfredo’s
lives easier if we improve their user
experience through a more interactive
in-app chat box with the shopper before
and after their whole order is purchased.
No more radio silence, more high-
quality baskets.
With Talk Shop, we can give
customers the feeling that
they are more in control over
their own virtual shopping
transactions.

Hypothesis Validation
How does it contribute to our key metrics?
● Higher customer satisfaction → more users returning to place additional orders
● More Prime users will be compelled to use it with feedback from satisfied customers (especially in light of
concerns over social isolation-inducing circumstances such as coronavirus)
Is it required to meet a critical business initiative?
● Hits on most of Amazon’s Leadership Business Principles, which can be applied to make the user’s life easier:
○ Customer Obsession by constantly working towards building up more opportunities for our customers’ convenience
○ Insist on the Highest Standards, as Prime customers are more in tune with Instacart’s services despite Amazon
Prime’s pricing benefit and the breadth of the Prime Now catalogue, including Whole Foods
○ Earn Trust with the customer when they choose to rely on Amazon Prime Now’s services and get the goods they
ordered and expect
○ Deliver Results

Release 1 Plan Timeline - Smartphone App Platform

Prototype
Engineer’s Estimate
Total Project Cost: $15,000
Project Duration: 2 Months
Current state
Prototype Demo
https://pr.to/BUJJ8H/

Proposed Go-to-Market Strategy (Part I): Uniting the Offline and Online World
Pre-Launch
Weekly launch team meetings
Break GTM plan down to identify key
launch goals & time action items
Create a “living” launch tracker for
collective accountability
Develop assets & communicate with
stakeholders
Standard use case & internal “launch”
Automated beta test
Launch Post-Launch
Missed something when you ordered? Is a not-so-fresh ingredient a deal-breaker for your recipe?
Let’s close the communication gap. Talk Shop with us and build your basket on your own terms from home!
}Phase I: Customer Awareness, Interest & Engagement

Proposed Go-to-Market Strategy (Part II): Uniting the Offline and Online
World
Pre-Launch
Weekly launch team meetings
Break GTM plan down to identify key
launch goals & time action items
Create a “living” launch tracker for
collective accountability
Develop assets & communicate with
stakeholders
Standard use case & internal “launch”
Automated beta test
Launch Post-Launch
Update apps/website to launch
Work closely with the shoppers,
engineers, and support team to ensure
that everything works smoothly and
have contingency plan
Check for bugs missed during testing
Prepare chatbox capacity
Monitor metrics
Continue targeted ads
Highlight customer testimonials
Monitor customer interactions with
Talk Shop & walk through funnel
analysis with new data
Is the feature sufficiently
discoverable and intuitive?
Phases II & III: Gaining Customer Trust, Satisfaction, & Advocacy
Missed something when you ordered? Is a not-so-fresh ingredient a deal-breaker for your recipe?
Let’s close the communication gap. Talk Shop with us and build your basket on your own terms from home!

Identify
Plan
Design
Develop
Launch
Assess
Repeat}

Release 1
Social Media
User surveys/press
App marketplace reviews
Support Center logs
Project Debrief
Rework timeline as needed
R1 Feedback R2 Feedback
Social Media
User survey/press
Support Center logs
Project debrief
R3 Feedback
Release 2
Tablet
Web
Release 3
Talk Shop International Chat
(Using a translator API such as Google Translate
to customize text bubbles to the customer and
shopper’s preferred languages)Smartphone
(e.g. iOS, Android)
Social Media
User surveys/press
Support Center logs
Project Debrief
Rework timeline as needed
Preliminary Talk Shop Development and Launch Plan

Our mission is to be Earth's most
customer-centric company.
This is what unites Amazonians across
teams and geographies, as we are all
striving to delight our customers and
make their lives easier, one innovative
product, service, and idea at a time.
My husband and I are thrilled
that we can keep in touch
with our shopper on our
terms, getting exactly what
we ordered!
Now that I get a more
accurate estimate of my
Prime Now delivery time, I
can make plans around
waiting for the order!

Appendix A: Value Proposition Model for Talk Shop

Appendix B: Talk Shop Prototype Screens

Appendix C:
Sample Press
Release for
Talk Shop

Amazon Prime Now - Talk Shop Feature

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