Amazon Quest
A gamified campaign that transformed passive browsers into active buyers
UX Designer — Sebastien Chery
Problem
How can gamification increase digital content purchases among passive Japanese Kindle users?
Our Japanese customers did not frequently purchase digital content. Despite engaging with the Kindle platform, they were often passive, browsing content without converting to active buyers.
Solution
A gamified purchase quest that rewards customers with Amazon points after buying specific books. The campaign transforms passive browsing into active purchasing behavior by providing clear progression, rewards, and a sense of achievement that appeals to Japanese gaming culture.
Team
Cross-functional collaboration with engineering, global teams, and product managers.
My Role — Onboarded mid-project to lead UX strategy, facilitate stakeholder alignment, localization, and work within Amazon's card framework.
Deliverable — Full end-to-end widget ready for launch.
Key Challenge
Securing placement on Amazon's Thank You Page (TYP)
To ensure visibility among low-purchasing users, the campaign required integration with Amazon's post-purchase page (TYP). This page had strict technical constraints as it was managed by a card framework. The challenge was integrating an entry point to the campaign without disrupting performance or existing promotions.
Design Process
Stakeholder Alignment — I conducted alignment sessions with engineering and global teams to understand the TYP's technical constraints.
Technical Discovery — I interviewed engineers to understand the TYP's card framework limitations.
Competitive Analysis — I researched gamification patterns in Japanese mobile gaming to understand cultural preferences for progression mechanics and reward systems.
User Flow — To better understand the current state of the project, I laid out the User Flow. From there, I refined the quest to progress from initial engagement through purchase completion and reward redemption, identifying key friction points in the conversion.
Iterative Wireframing — I created multiple design options for the TYP placement, balancing campaign visibility with existing global promotions, testing both stylistic and minimal approaches with stakeholders.
Negotiation — I reduced card height and simplified content to maintain global promotions above the fold while preserving campaign effectiveness. In turn, the global team offered a dedicated placement for this campaign's entry point and any thereafter.
Engineering Handoff — I collaborated with the global engineering team to implement the card within TYP's technical constraints while maintaining zero performance impact. For my engineers, I structured Amazon AUI (UI Pattern Library) and custom components in Figma Dev Mode using Auto Layout with 4px consistent spacing increments, and clear annotations for developer implementation.
Results
+2279% Target Cohort Purchase Increase
Secured TYP Slot For Future Campaigns
29K Campaign Enrollment
0 Performance Issues