Amazon Product Details Page (PDP)
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Echostar/Boost Mobile/Amazon
Usability Testing, Time-out Tests
2 months
The Problem
Boost Mobile is unique among retail wireless companies because it can sell an iPhone+cellphone service plan bundle on Amazon. However in January of 2024, our stakeholders told us that returns for this product were quite high. Based on reviews, they hypothesized that our Amazon customers thought they were buying an iPhone only. Consequently, they wanted to return the device once they realized a plan was included. Our cross-functional team was tasked with testing this hypothesis and, if applicable, finding a design solution within our Amazon PDP page. Our OKR was to reduce our Amazon returns.
Research
Our cross-functional team decided to approach this problem with time-out tests because we wanted to find out if our users could quickly and easily understand what products they were purchasing from us.
Our target audience was given one minute to view our current Amazon PDP. Afterwards, they were asked a series of simple comprehension and rating questions about what they just viewed. In addition to assessing whether or not users understood the product being shown, these questions also highlighted the top areas of user attention on the PDP.
We repeated this test several times as we iterated on design solutions and collected a SUS score for each one to measure our improvement. Our sample size consisted of our target Amazon customer.
Old Screen
New Screen
Results
We were able to validate our stakeholders' hypothesis: only 9.1% of users correctly comprehended that they were purchasing a phone and a plan. It also revealed that areas of high user attention were the images, the first line of the title, and the price. None of these elements mentioned or implied a cellphone service plan on the original PDP. We iterated and tested new versions of our design three times. In the end, the image, title, and price were updated to reflect the concept of a bundle and give more visibility to the plan. This increased correct comprehension drastically: by the end of our project, 80% of users were able to identify that they were purchasing both a phone and a plan.
In the six months following the launch of our new PDP design, returns decreased by 15.7%. This is considered a significant win for our design and Amazon teams. We are continuing to monitor the status of our Amazon returns, as we expect there are still improvements we can make to the user experience as a whole, perhaps in our storefront.
Areas of high user attention on the original PDP