From Prime Access to Meaningful Watching
From Prime Access to Meaningful Watching
A research-led project to uncover user disengagement. Proposed a mood-based task flow to support strategy alignment.
Role
UX Research & Data Analysis
User Behavior Modeling & Visualization
Strategic Design Direction
Tools
Figma · Framer
Timeframe
2024 (3 weeks)
Project Overview
A UX research-led project exploring why Prime members rarely engage with Prime Video.
I uncovered emotional disengagement as a key barrier, driven by decision fatigue.
Proposed a mood-based entry flow with contextual AI to reframe discovery.
Visualized the new task through storyboard and refined strategy in 2 iterations.
Helped reframe discovery from algorithmic suggestions to intentional emotional entry.
Enabled strategic alignment across design and content through visual storytelling.
Turned fragmented usage data into actionable product direction
A UX research-led project exploring why Prime members rarely engage with Prime Video. I uncovered emotional disengagement as a key barrier, driven by decision fatigue. Proposed a mood-based entry flow with contextual AI to reframe discovery. Visualized the new task through storyboard and refined strategy in 2 iterations.
Helped reframe discovery from algorithmic suggestions to intentional emotional entry.
Enabled strategic alignment across design and content through visual storytelling.
Turned fragmented usage data into actionable product direction
A UX research-led project exploring why Prime members rarely engage with Prime Video.
I uncovered emotional disengagement as a key barrier, driven by decision fatigue.
Proposed a mood-based entry flow with contextual AI to reframe discovery.Visualized the new task through storyboard and refined strategy in 2 iterations.
Helped reframe discovery from algorithmic suggestions to intentional emotional entry.
Enabled strategic alignment across design and content through visual storytelling.
Turned fragmented usage data into actionable product direction
Strategy Change
2 Times
2 Times
2 Times
Iterated based on user testing & storyboard validation
User Flow Storyboarding
Visualization
Visualization
Visualization
Mapped new discovery flow from emotional intent to content engagement
Project Reflection
This project aligned closely with my background in user research and behavioral insight, allowing me to conduct in-depth audience analysis supported by platform data, industry reports, and usage trends. I explored how contextual signals, including mood, timing, and prior behavior could be combined through AI to support more emotionally relevant content discovery.
To communicate the new task flow, I created a storyboard that visualized the user journey from emotional intent to content engagement. This served as a strategic communication tool for stakeholders, helping to align cross-functional teams and effectively pitch the proposed experience direction.
While the concept remained exploratory, it contributed to internal discussions around intent-based content design and later influenced enhancements in the shipped Prime Video Search experience. The project reinforced my belief in research not just as an investigative process, but as a way to drive strategic clarity and product vision across teams.
This project aligned closely with my background in user research and behavioral insight, allowing me to conduct in-depth audience analysis supported by platform data, industry reports, and usage trends. I explored how contextual signals, including mood, timing, and prior behavior could be combined through AI to support more emotionally relevant content discovery.
To communicate the new task flow, I created a storyboard that visualized the user journey from emotional intent to content engagement. This served as a strategic communication tool for stakeholders, helping to align cross-functional teams and effectively pitch the proposed experience direction.
While the concept remained exploratory, it contributed to internal discussions around intent-based content design and later influenced enhancements in the shipped Prime Video Search experience. The project reinforced my belief in research not just as an investigative process, but as a way to drive strategic clarity and product vision across teams.
