Customer Experience Outcomes Framework

Amazon

May 2023 – Aug 2023

Research Process

Understand MCF

I conducted research to understand what MCF and 3PL entail. Additionally, I spoke with various stakeholders within the organization to identify knowledge gaps. While everyone within the organization possesses substantial knowledge, there is no centralized documentation of individual expertise. This absence of documentation creates challenges when prioritizing UX work.

Define a clear and realistic research scope

I spoke with various researchers, designers, and PMs to redefine our research approach, ensuring it is clear and realistic.

Organize customer needs

After conducting secondary research on what customers seek when using a 3PL and consulting with stakeholders familiar with current customers within the organization, I organized customer needs, categorizing them into 'enterprise' and 'small-medium businesses'.

Generate a discussion guide (interview guide)

Pre-work exercise

• An exercise sent to participants prior to the interview, asking them to fill out a journey describing their experience when using a 3PL service. This will serve as a guide for the interview, and the first half of the interview section will be dedicated to discussing this exercise and addressing questions about merchants' journeys, including any high points or challenges.

Card sorting activity

• In the second half of the interview, participants will engage in a card sorting activity in which they will arrange the outcome statements (merchants' needs) from most to least important. Subsequently, participants will be asked questions to explain each of the top 10 most important statements they selected.

Conduct pilot interviews

Reached out to 5 internal team members, including PMs and individuals from the Sales and Marketing teams, for feedback on the interview and framework. They work closely with merchants daily and have insights into customer needs that the UX team may not be aware of. Each interview lasted approximately 2 hours, involving discussions about the pre-work exercise, card sorting activity, and a debrief at the end.

Analyze interview data

Using the pilot interview data, I refined my interview guide and research plan, also identifying the top 5 most important outcomes that represent merchants' needs.

Refine research plan

Towards the end of the internship, I utilized the findings from the pilot interviews to refine the research plan, which will ultimately be used to complete the MCF-XO. Continuous updates should be made to the MCF-XO to serve as a central guide for the UX team, similar to what the Prime Video teams are currently doing.