Service Quick Access
2020 Dec — 2021 Feb, Amazon Care
Designing a quick access experience for common used services for Amazon Care users on iOS and Android mobile apps
I. Situation
Customer problems
Friction of use
Amazon Care users had to input their reason-for-visit and answer questions about symptom acuity before they could chat or call a clinician. The intent was good for care recommendation according to users' symptoms. However, for some common services such as COVID-19 testing, the mandatory effort became an unnecessary friction for users.
Service awareness
About half of Amazon Care users were not aware of the breadth of care services. Many users didn’t seek healthcare until being sick. Amazon Care actually offers behavioral health consultation, prescription refill for chronic disease, and more services that can benefit users beyond their understanding.
Business problems
Resource wasted
Clinicians were not fully utilized on serving users on healthcare; instead, customer service requests came to them sometimes. Healthcare providers sometimes received users’ requests that could be fulfilled by nurses. Both cases wasted clinicians’ time and resources and caused unnecessary transfer time to users.
II. Task
How might we serve users’ intents in the shortest manner and raise awareness of Amazon Care services?
III. Action
Discovering insights from data
We found:
Nearly half of Amazon Care users were not aware that they could get a vaccine, get a prescription delivered, or get a referral through our services.
About 25% of all provider visits were COVID-19 Test, customer service, and prescription refill.
These helped us determine what services to surface to users.
Facilitating multi-discipline collaborations
I hosted workshops with cross-functional teams to explore solutions. (Note: Since pandemic, I break down the Design Sprints into a series of short working sessions for better coordinating across time zones and remote participation.)
The design challenge was designing a holistic interaction model on home screen by considering:
existing call-to-action button,
upcoming scheduling features — action-item reminder and scheduled visit,
seasonal prompts, such as allergy med in Spring and flu shot in Fall, and
future scalability on personal healthcare need and behavioral health, such as exercise, nutrition, and sleep.
These were beyond simply adding shortcuts on the home screen.
Diverging ideas
I sketched ideas and compared pros & cons for UX decision trade-off. Some strong opinions were hotly debated.
The design direction landed on:
balancing visual attraction, below the primary call-to-action button, and combined graphical elements to catch users' attention but not over emphasizing
following the same card format as upcoming scheduling feature to cohesive style
Other explorations and pros & cons:
Converging to launch
Due to dev resource adjustment, the project was paused and resumed as a quick turnaround request. Although the ideal (and highly voted) solution above was to include graphical elements to delight users, the backend capability was not ready.
It ended up with text style secondary buttons beside the primary call-to-action button. This way Amazon Care can generate up-to-date service quick accesses from backend system whenever users launch the app without requiring app update.
IV. Results
Effectiveness
One month after the feature launched, 48% of users’ service requests originated from the service quick accessed, which also reduced 3-7 steps from users.
Future Utilization
Soon after that, the service quick access were also utilized to surface COVID-19 vaccination and primary care features.
More project and design details in a presentation deck