Amazon Shopping Profile
Mobile App UI for Personalized Shopping
Sometimes you do want a company to know more about you
I supported the Amazon Prime: Campus team with UI design-work for their new "Shopping Profile" feature.
The Shopping Profile is collects personal information about Amazon customers to support Amazon business initiatives and future projects.
By providing Amazon with details about yourself including your age, gender, and more, Amazon can show you more-relevant products when you shop for things like clothing and other items.
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With a small banner on the home screen, our team could target specific interest-groups with relevant content (like a search for 'ugly sweaters' during the holidays) before rolling the feature out to the whole site.
After saving your information for the first time, you have access to the profile bottom sheet where you access your information and toggle recommendations.
You can edit your profile or add additional profiles for people you shop for.
You can also toggle the shopping profile through the filter menu.
High-Level Research Summary
Although the initial focus for the shopping profile was collecting age and gender, the intention is to scale the feature to eventually include clothing sizes; preferred clothing-fit; preferred brands; allergy, diet, and affiliation information; a general 'taste' profile.
Extensive research was conducted with Amazon Customers between the ages of 18 and 35 to understand which aspects were most interesting, and what reservations -if any- they might have about using this type of feature.
The most common feedback provided was a general concern that they might "miss" something they're interested in if Amazon filters the search.
To address this concern, Amazon needs to earn their customers' trust by showing that the filtered results are better. My team's decision was to inject a widget at the top of the search results to show the filtered list rather than filtering everything automatically.
The concerns expressed by our research participants were incorporated into the FAQ.