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 our Kindle platform, they were often passive, browsing content without converting to active buyers.
Solution
My team and I created Amazon Quest, a campaign that sent customers on a purchase quest. This campaign encouraged customers to buy certain books and receive a sum of Amazon points after every purchase. The points could then be used to purchase additional products to counteract low purchasing behavior.
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 global post-purchase 'Thank You Page.' 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 conflicting with existing promotions.
Design Process
Technical Discovery — Interviewed engineers to understand TYP's asynchronous loading and card design.
Iterative Approach — Iterated on both stylistic and minimalistic design options.
Performance Optimization — Reduced card height and content to maintain global promotions above the fold.
Stakeholder Alignment — Secured approval from global teams for a dedicated card slot.
Iterative Approach — Iterated on both stylistic and minimalistic design options.
Performance Optimization — Reduced card height and content to maintain global promotions above the fold.
Stakeholder Alignment — Secured approval from global teams for a dedicated card slot.
User Flow — Identifying where all the problems piled up helped me figure out how to break down this challenge into something I could solve:
Adjustments, such as reducing card height, ensured global promotions remained visible above the fold to balance the campaign and overall business goals. These were the final options that emerged from that collaborative process with stakeholders. The minimal option was chosen in the end:
Results
+2279% Target Cohort Purchase Increase
Secured TYP Slot For Future Campaigns
29K Campaign Enrollment
0 Performance Issues