Enhance user journeys in Amazon Prime and drive conversions. This presentation focuses on applying the 4-part intent framework (Create, Acquire, Shape, Serve) to identify conversion improvement opportunities within Amazon Prime. Explore two user journeys, including new user sign-up and product purchase with Prime benefits, and gain insights into the existing user flows.

1. Name: Ruchir Sinha
Email id: ruchir3110@gmail.com
Role, Company: Student, GLIM, Chennai
Assignment 1
Intent Framework & User Flows

2. The objective of this case study is to clearly articulate and
understand the use of 4 part intent framework.
● Define at least 2 user flows (each >3 steps) for the product and differentiate
between the specific needs, intents of users during each of those steps.
● Design new processes/actions using the above insights to develop new
user flows that optimize for users completing the entire flow
PS: If you believe the current flows are already perfect, describe how the current
flow accurately serves the user intent at each step.
Problem Statement

3. Contents
● Background
● Intent Framework
● Existing User Flows
● Conversion Improvement
Opportunities
● Optimised Flows

4. Background
Amazon Prime
• Benefits across e-commerce, entertainment, and digital content
• Fast and free shipping on eligible products
• Exclusive deals and discounts
• Expedited shipping options for a convenient shopping experience
• Access to vast library of movies, TV shows, and original content through Prime Video
• Access to music streaming service with millions of songs through Prime Music

5. Intent
framework
The intent framework is a strategic approach to optimize
user journeys and drive conversions.
• Create: Generate interest through advertising,
content, and referrals.
• Acquire: Attract users with a need or intention
through targeted campaigns.
• Shape: Enhance purchase intent, address objections,
and optimize product pages.
• Serve: Provide a seamless user experience with
onboarding resources and responsive support.
By applying the intent framework, we can strategically
guide users through the conversion process, improving
success and customer satisfaction.

6. Existing
User Flow
Journey 1: New User Sign-up
• Step 1: Awareness - User becomes aware of
Amazon Prime and its benefits.
• Step 2: Interest - User learns more about
the features, pricing, and advantages of
Amazon Prime.
• Step 3: Sign-up - User completes the sign-
up process and becomes an Amazon Prime
member.

7. Journey 2: Product Purchase with Prime Benefits
• Step 1: Browsing - User searches for a specific product or explores product
categories on Amazon.
• Step 2: Selection - User selects a product to purchase and adds it to the cart.
• Step 3: Purchase - User completes the purchase process using Amazon
Prime benefits.

8. Conversion
Improvement
Opportunities
• Utilize personalized ad campaigns: Show
tailored ads to potential customers based on
their preferences and browsing history to
generate interest in Amazon Prime.
• Leverage social media influencers:
Collaborate with influencers to create engaging
content showcasing the benefits of Amazon
Prime and its value proposition.
Creating Intent

9. Acquiring Intent
• Targeted advertising campaigns: Identify and target users who have
shown interest in similar services or have engaged with related content on
social media platforms.
• Referral program: Encourage existing Amazon Prime members to refer
friends and family by offering incentives, such as exclusive discounts or
additional benefits.

10. Shaping Intent
• Highlight exclusive benefits: Emphasize Prime-exclusive features like
free two-day shipping, access to Prime Video, Prime Music, and Prime
Reading to enhance purchase intent.
• Offer a free trial period: Provide new users with a limited-time free
trial to experience the benefits first-hand, which can help address
objections and increase conversion.

11. Serving Intent
• Onboarding and tutorial resources: Provide comprehensive
onboarding guides and tutorials to help new members understand and
utilize all the features of Amazon Prime effectively.
• Dedicated customer support: Offer a responsive customer support
system that can quickly address user queries, troubleshoot issues, and
provide assistance with Prime-related matters.

12. Proposed
Solution
• Develop targeted ad campaigns: Utilize
data-driven targeting to deliver ads that align
with users' interests and past behaviour on
Amazon.
• Content marketing: Create informative blog
posts, videos, and social media content that
highlight the unique benefits of Amazon Prime
and address common pain points.
Creating Intent

13. Acquiring Intent
• Social media advertising: Run targeted ads on platforms like
Facebook, Instagram, and Twitter, focusing on users who have shown
interest in e-commerce, online shopping, or similar subscription services.
• Referral program optimization: Simplify the referral process,
provide clear incentives, and offer easy sharing options through social
media or email to encourage existing members to refer others.

14. Shaping Intent
• Enhanced product pages: Optimize product pages to highlight the
Prime benefits, exclusive offers, and customer reviews, reinforcing the
value proposition and purchase intent.
• FAQ section and live chat support: Create a comprehensive FAQ
section addressing common queries and provide live chat support to
address any objections or concerns in real-time.

15. Serving Intent
• Interactive product tours: Create interactive tutorials and product
tours that guide users through various Prime features and demonstrate
how to make the most of their membership.
• 24/7 customer support: Implement a robust customer support system
that includes multiple channels (live chat, email, phone) to ensure prompt
assistance for any user issues or questions.

16. Optimized
User Flow
Journey 1: New User Sign-up
• Step 1: Awareness - Amazon already utilizes
various channels like online ads, email
marketing, and website banners to create
awareness about Amazon Prime.
• Step 2: Interest - The Amazon Prime landing
page provides detailed information about the
features, pricing, and benefits of the
membership, effectively generating interest.
• Step 3: Sign-up - The sign-up process is
straightforward, allowing users to easily
complete the necessary steps and become Prime
members.

17. Journey 2: Product Purchase with Prime Benefits
• Step 1: Browsing - Users can search for products or explore categories on
Amazon, benefiting from the platform's extensive product selection.
• Step 2: Selection - Amazon provides product details, reviews, and
recommendations to assist users in making informed purchase decisions.
• Step 3: Purchase - The purchase process is seamless, allowing users to
complete transactions efficiently with Amazon Prime benefits.

18. Thank You!