Using your voice to shop
Amazon Live Creator App
By enhancing the features of what Amazon Live Creator App carries, we’re now bringing you additional insights as to how your livestream performs
Product Design
New Feature
0 to 1
Timeline
Design to Development: Feb 2023 - Ongoing
Launches:
- Real-Time Metrics (April 2023)
- Analytics Graphs (Jan 2024)
- Multi-Stream Broadcasts (Aug 2024)
- Clips (Nov 2024)
Collaborators for the projects
Product Managers: Abhimanyu Sahai (Principal - Player), Nandita Mathews (Principal - Distribution)
Software Development Managers: Alok Singh, Prateek Ramachandra, Wen Qu
Software Development Engineers (Player Team): Tingyu Chen, Joshua Howard, Tushar Govil, Ming Li, Rajat Bhavnani, Kareem Khan, Siddharth Mishra, Chris Mills, Avery Nguyen, Nitish Gupta,
Software Development Engineers (Distribution Team): Christina Ko, Connor Buckley, Phyllis Gan
QA Engineers: Ellen He, Xiao Liu, Nrupali Patil
Business Intelligence: David Sensibaugh, Yujia Lian, Ryan Gamadia
Marketing: Catharine Duane, Shawna Motley, Nadine Gamie, Celine Bossart
Business Development: Liana Thompson, Melissa Miller, Franchesca Surun
Overall impact
Launched on Amazon Live Creator App for both iOS and Android
My contributions
Sole designer in building out key analytics graphings, clipping capabilities to share out segments of your livestreams, as well as enabling the ability to now stream from external cameras outside of the Amazon Live Creator App.
TL;DR context
Business needs began to shift a lot with the Creator App where we wanted to bring additional autonomy to creators to better understand their performance metrics and being able to better connect with their viewers.
To make the app become even more useful for creators to monetize and have better reach to customers to increase sales, I’ve helped to lead the end-to-end experience to allow creators to see comparison charts and advanced sharing capabilities through higher quality cameras to connect to OBS (streaming tool) and clip their favorite segments in their livestreams to share to their socials.
How to use:Clips: How to Create Video Shorts in the Creator App
The context
Understanding the livestreaming market
Since the growing market in the livestream shopping industry, Amazon has chosen to tackle upon a very niche side of business to boost sales through partnerships with well-known content creators. (Left to right: Lala Kent, Paige DeSorbo, Madison LeCroy)
What were the business asks?
There were two major asks coming from leadership:
We needed to bring additional ways to allow for customers to engage with shorter-form content, as well as making sure creators know what they’re doing well/unwell in to further bring additional engagement to the livestreams they post.
And what were the complaints from our creators and customers?
Creators were complaining Amazon Live Creator App due to these main reasons:
- “Numbers can be overwhelming. We need better data visualizations that are important to us.”
- “Livestreams in general can be too long. I want to be able to trim portions out in order for me to share on my Instagram.”
- “I want to be able to use tools outside of the app to better portray myself other than my phone camera.”
The designs
Give what the creators want.
We had to move fast knowing that these implementations needed to be made before having to potentially come across the chance of losing our 1P creators and 3P creators to other popular products like TikTok Shop, TalkShopLive, Bambuser, and Whatnot.
These competitors had a lot of similar shares as to what helped to make them succeed. I knew that taking on the challenges of being a sole designer and receiving inspiration behind these notable platforms to help in enhancing the Creator App in various projects was going to be a long process. However, through many iterations and conversations with my product managers, engineers, data, business intelligence, QA, and marketing teams, we were finally able to launch several projects over the course of the past 2 years.
Stream with quality.
Originally, the design of our Live Creator App prevented the use of external cameras. By designing a new option to provide creators stream keys, this allows our creators to enhance their overall streaming capabilities as well by having better angles and better streaming quality overall.
Check your performance.
When checking across all seller platforms and getting an understanding of their performance, the common theme was performance visualization through the use of graphs. Now, we carry them, too.
Before
After
Stream with quality.
Originally, the design of our Live Creator App prevented the use of external cameras. By designing a new option to provide creators stream keys, this allowed for our creators to enhance their overall streaming capabilities as well by having better angles and better streaming quality overall.
Clip and share.
Since it’s common for these livestreams to surpass the short-form content, we wanted to make it easier for creators to trim down their videos and create short-form content to help in sharing and promoting their livestreams across various socials.
Before
After
Results & Takeaways
Lots of great news.
Since launch, I was able to see so much success throughout the past two years and was able to see how much impact these small, yet powerful changes impacted the app for the better.
Delivered high-impact features with great quality
- Multi-stream Broadcasts: Multi-orient stream project stands out as one of our most complex undertakings in the recent past, touching every critical workflow in the Creator and tools ecosystem. From initial design to final implementation, team executed with precision, effectively managing risks and collaborating across teams. This innovation, for which we've filed a patent, unlocked Inspire (a now sunsetted feature from Shopping Design team) distribution during Prime Day and resulted in enhanced customer experience (8.2% increase in average view duration and a 3.6% increase in OPS).
- Trimming: Previously Live Trimming has been one of the most impactful features that was rolled-out during 2024, project was particularly complex as it also required work in Player codebase. This feature not only improved CX for US streams but also proved crucial during our Japan and UK streams, effectively addressing unexpected encoder/studio issues that caused extended static content. Post-trimming launch, we have trimmed content worth of 712 hours across our catalog.
- Clipping: Successfully developed and launched the post-live clip feature, empowering creators to boost traffic and earnings from their Previously Live content. The feature's impact is evident in its widespread adoption, with over 7000 clips created by 200+ creators since launch. We as a team, enhanced this functionality with the direct upload to storefront feature, which saw impressive uptake with 400+ clips uploaded by creators in just a month, demonstrating our commitment to providing valuable tools that drive creator success and engagement.
- International Expansion: Since these changes have been pushed onto the JP and UK markets, this allowed in upgrading our ecosystem to handle multiple high-quality broadcasts during HVE (High Velocity Events). Team ensured all key features were available and functioning optimally in these new regions. We received overwhelmingly positive feedback from both creators and customers. (For JP - BF offline event welcomed 4,133 visitors. Landing page saw impressive traffic of 504,187 unique visitors. Additionally, being able to place the Livestream on the Black Friday Event page brought us 1,376,489 viewers).
Exceptional roadmap velocity
Due to the fast movement from the team and myself, we were able to exceed our expectations for our roadmap goals! Since deliveries were on >85% of our planned roadmap items this year, this was a BIG win for the stakeholders and team. While team learnt from the issues faced during earlier quarters and course corrected, better planning and accurate sizing of tasks (considering testing, CRs, bug-fixes) has resulted in better quality and timely delivery.
What’s next?
AI!
We’re looking to incorporate the possibilities of making the overall Creator App experience to become more autonomous and efficient through the use of Rufus AI. As Amazon is continuing to progress into the direction of utilizing AI into our everyday work, we’ll most likely look to use Cedric and other forms of Amazon’s in-house tools to allow our projects to become more streamlined.
Understand your creator metrics more
Amazon Live Creator App
By enhancing the features of what Amazon Live Creator App carries, we’re now bringing you additional insights as to how your livestream performs
Product Design
New Feature
0 to 1
Timeline
Design to Development: Feb 2023 - Ongoing
Launches:
- Real-Time Metrics (April 2023)
- Analytics Graphs (Jan 2024)
- Multi-Stream Broadcasts (Aug 2024)
- Clips (Nov 2024)
Collaborators for the projects
Product Managers: Abhimanyu Sahai (Principal - Player), Nandita Mathews (Principal - Distribution)
Software Development Managers: Alok Singh, Prateek Ramachandra, Wen Qu
Software Development Engineers (Player Team): Tingyu Chen, Joshua Howard, Tushar Govil, Ming Li, Rajat Bhavnani, Kareem Khan, Siddharth Mishra, Chris Mills, Avery Nguyen, Nitish Gupta,
Software Development Engineers (Distribution Team): Christina Ko, Connor Buckley, Phyllis Gan
QA Engineers: Ellen He, Xiao Liu, Nrupali Patil
Business Intelligence: David Sensibaugh, Yujia Lian, Ryan Gamadia
Marketing: Catharine Duane, Shawna Motley, Nadine Gamie, Celine Bossart
Business Development: Liana Thompson, Melissa Miller, Franchesca Surun
My contributions
Sole designer in building out key analytics graphings, clipping capabilities to share out segments of your livestreams, as well as enabling the ability to now stream from external cameras outside of the Amazon Live Creator App.
Overall impact
Launched on Amazon Live Creator App for both iOS and Android
TL;DR context
Business needs began to shift a lot with the Creator App where we wanted to bring additional autonomy to creators to better understand their performance metrics and being able to better connect with their viewers.
To make the app become even more useful for creators to monetize and have better reach to customers to increase sales, I’ve helped to lead the end-to-end experience to allow creators to see comparison charts and advanced sharing capabilities through higher quality cameras to connect to OBS (streaming tool) and clip their favorite segments in their livestreams to share to their socials.
How to use:Clips: How to Create Video Shorts in the Creator App
The context
Understanding the livestreaming market
Since the growing market in the livestream shopping industry, Amazon has chosen to tackle upon a very niche side of business to boost sales through partnerships with well-known content creators. (Left to right: Lala Kent, Paige DeSorbo, Madison LeCroy)
What were the business asks?
There were two major asks coming from leadership:
We needed to bring additional ways to allow for customers to engage with shorter-form content, as well as making sure creators know what they’re doing well/unwell in to further bring additional engagement to the livestreams they post.
And what were the complaints from our creators and customers?
Creators were complaining Amazon Live Creator App due to these main reasons:
- “Numbers can be overwhelming. We need better data visualizations that are important to us.”
- “Livestreams in general can be too long. I want to be able to trim portions out in order for me to share on my Instagram.”
- “I want to be able to use tools outside of the app to better portray myself other than my phone camera.”
The designs
Give what the creators want.
We had to move fast knowing that these implementations needed to be made before having to potentially come across the chance of losing our 1P creators and 3P creators to other popular products like TikTok Shop, TalkShopLive, Bambuser, and Whatnot.
These competitors had a lot of similar shares as to what helped to make them succeed. I knew that taking on the challenges of being a sole designer and receiving inspiration behind these notable platforms to help in enhancing the Creator App in various projects was going to be a long process. However, through many iterations and conversations with my product managers, engineers, data, business intelligence, QA, and marketing teams, we were finally able to launch several projects over the course of the past 2 years.
Stream with quality.
Originally, the design of our Live Creator App prevented the use of external cameras. By designing a new option to provide creators stream keys, this allows our creators to enhance their overall streaming capabilities as well by having better angles and better streaming quality overall.
Before
After
Check your performance.
When checking across all seller platforms and getting an understanding of their performance, the common theme was performance visualization through the use of graphs. Now, we carry them, too.
Clip and share.
Since it’s common for these livestreams to surpass the short-form content, I wanted to make it easier for creators to trim down their videos and create short-form content to help in sharing and promoting their livestreams across various socials.
Before
After
Understanding how many people are loving what you’re showing.
I knew that having to go back and forth between product insights was difficult for many creators with the initial design.
Pill placements reflect:
- how many people are watching
- how many people have clicked into the livestream
- how many like the livestream
- how many clicked into the products
- how many took the promo codes
Results & Takeaways
Lots of great news.
Since launch, I was able to see so much success throughout the past two years and was able to see how much impact these small, yet powerful changes impacted the app for the better.
Delivered high-impact features with great quality
- Multi-stream Broadcasts: Multi-orient stream project stands out as one of our most complex undertakings in the recent past, touching every critical workflow in the Creator and tools ecosystem. From initial design to final implementation, team executed with precision, effectively managing risks and collaborating across teams. This innovation, for which we've filed a patent, unlocked Inspire (a now sunsetted feature from Shopping Design team) distribution during Prime Day and resulted in enhanced customer experience (8.2% increase in average view duration and a 3.6% increase in OPS).
- Trimming: Previously Live Trimming has been one of the most impactful features that was rolled-out during 2024, project was particularly complex as it also required work in Player codebase. This feature not only improved CX for US streams but also proved crucial during our Japan and UK streams, effectively addressing unexpected encoder/studio issues that caused extended static content. Post-trimming launch, we have trimmed content worth of 712 hours across our catalog.
- Clipping: Successfully developed and launched the post-live clip feature, empowering creators to boost traffic and earnings from their Previously Live content. The feature's impact is evident in its widespread adoption, with over 7000 clips created by 200+ creators since launch. We as a team, enhanced this functionality with the direct upload to storefront feature, which saw impressive uptake with 400+ clips uploaded by creators in just a month, demonstrating our commitment to providing valuable tools that drive creator success and engagement.
- International Expansion: Since these changes have been pushed onto the JP and UK markets, this allowed in upgrading our ecosystem to handle multiple high-quality broadcasts during HVE (High Velocity Events). Team ensured all key features were available and functioning optimally in these new regions. We received overwhelmingly positive feedback from both creators and customers. (For JP - BF offline event welcomed 4,133 visitors. Landing page saw impressive traffic of 504,187 unique visitors. Additionally, being able to place the Livestream on the Black Friday Event page brought us 1,376,489 viewers).
Exceptional roadmap velocity
Due to the fast movement from the team and myself, we were able to exceed our expectations for our roadmap goals! Since deliveries were on >85% of our planned roadmap items this year, this was a BIG win for the stakeholders and team. While team learnt from the issues faced during earlier quarters and course corrected, better planning and accurate sizing of tasks (considering testing, CRs, bug-fixes) has resulted in better quality and timely delivery.
What’s next?
AI!
We’re looking to incorporate the possibilities of making the overall Creator App experience to become more autonomous and efficient through the use of Rufus AI. As Amazon is continuing to progress into the direction of utilizing AI into our everyday work, we’ll most likely look to use Cedric and other forms of Amazon’s in-house tools to allow our projects to become more streamlined.
Understand your creator metrics more
Amazon Live Creator App
By enhancing the features of what Amazon Live Creator App carries, we’re now bringing you additional insights as to how your livestream performs
Product Design
New Feature
0 to 1
Timeline
Design to Development: Feb 2023 - Ongoing
Launches:
- Real-Time Metrics (April 2023)
- Analytics Graphs (Jan 2024)
- Multi-Stream Broadcasts (Aug 2024)
- Clips (Nov 2024)
Collaborators for the projects
Product Managers: Abhimanyu Sahai (Principal - Player), Nandita Mathews (Principal - Distribution)
Software Development Managers: Alok Singh, Prateek Ramachandra, Wen Qu
Software Development Engineers (Player Team): Tingyu Chen, Joshua Howard, Tushar Govil, Ming Li, Rajat Bhavnani, Kareem Khan, Siddharth Mishra, Chris Mills, Avery Nguyen, Nitish Gupta,
Software Development Engineers (Distribution Team): Christina Ko, Connor Buckley, Phyllis Gan
QA Engineers: Ellen He, Xiao Liu, Nrupali Patil
Business Intelligence: David Sensibaugh, Yujia Lian, Ryan Gamadia
Marketing: Catharine Duane, Shawna Motley, Nadine Gamie, Celine Bossart
Business Development: Liana Thompson, Melissa Miller, Franchesca Surun
Overall impact
Launched on Amazon Live Creator App for both iOS and Android
My contributions
Sole designer in building out key analytics graphings, clipping capabilities to share out segments of your livestreams, as well as enabling the ability to now stream from external cameras outside of the Amazon Live Creator App.
TL;DR context
Business needs began to shift a lot with the Creator App where we wanted to bring additional autonomy to creators to better understand their performance metrics and being able to better connect with their viewers.
To make the app become even more useful for creators to monetize and have better reach to customers to increase sales, I’ve helped to lead the end-to-end experience to allow creators to see comparison charts and advanced sharing capabilities through higher quality cameras to connect to OBS (streaming tool) and clip their favorite segments in their livestreams to share to their socials.
How to use:
Real Time Metrics in the Creator AppClips: How to Create Video Shorts in the Creator App
The context
Understanding the livestreaming market
Since the growing market in the livestream shopping industry, Amazon has chosen to tackle upon a very niche side of business to boost sales through partnerships with well-known content creators. (Left to right: Lala Kent, Paige DeSorbo, Madison LeCroy)
What were the business asks?
There were two major asks coming from leadership:
We needed to bring additional ways to allow for customers to engage with shorter-form content, as well as making sure creators know what they’re doing well/unwell in to further bring additional engagement to the livestreams they post.
And what were the complaints from our creators and customers?
Creators were complaining Amazon Live Creator App due to these main reasons:
- “Numbers can be overwhelming. We need better data visualizations that are important to us.”
- “Livestreams in general can be too long. I want to be able to trim portions out in order for me to share on my Instagram.”
- “I want to be able to use tools outside of the app to better portray myself other than my phone camera.”
The designs
Give what the creators want.
We had to move fast knowing that these implementations needed to be made before having to potentially come across the chance of losing our 1P creators and 3P creators to other popular products like TikTok Shop, TalkShopLive, Bambuser, and Whatnot.
These competitors had a lot of similar shares as to what helped to make them succeed. I knew that taking on the challenges of being a sole designer and receiving inspiration behind these notable platforms to help in enhancing the Creator App in various projects was going to be a long process. However, through many iterations and conversations with my product managers, engineers, data, business intelligence, QA, and marketing teams, we were finally able to launch several projects over the course of the past 2 years.
Stream with quality.
Originally, the design of our Live Creator App prevented the use of external cameras. By designing a new option to provide creators stream keys, this allows our creators to enhance their overall streaming capabilities as well by having better angles and better streaming quality overall.
Before
After
Check your performance.
When checking across all seller platforms and getting an understanding of their performance, the common theme was performance visualization through the use of graphs. Now, we carry them, too.
Clip and share.
Since it’s common for these livestreams to surpass the short-form content, I wanted to make it easier for creators to trim down their videos and create short-form content to help in sharing and promoting their livestreams across various socials.
Before
After
Understanding how many people are loving what you’re showing.
I knew that having to go back and forth between product insights was difficult for many creators with the initial design.
Pill placements reflect:
- how many people are watching
- how many people have clicked into the livestream
- how many like the livestream
- how many clicked into the products
- how many took the promo codes
Results & Takeaways
Lots of great news.
Since launch, I was able to see so much success throughout the past two years and was able to see how much impact these small, yet powerful changes impacted the app for the better.
Delivered high-impact features with great quality
- Multi-stream Broadcasts: Multi-orient stream project stands out as one of our most complex undertakings in the recent past, touching every critical workflow in the Creator and tools ecosystem. From initial design to final implementation, team executed with precision, effectively managing risks and collaborating across teams. This innovation, for which we've filed a patent, unlocked Inspire (a now sunsetted feature from Shopping Design team) distribution during Prime Day and resulted in enhanced customer experience (8.2% increase in average view duration and a 3.6% increase in OPS).
- Trimming: Previously Live Trimming has been one of the most impactful features that was rolled-out during 2024, project was particularly complex as it also required work in Player codebase. This feature not only improved CX for US streams but also proved crucial during our Japan and UK streams, effectively addressing unexpected encoder/studio issues that caused extended static content. Post-trimming launch, we have trimmed content worth of 712 hours across our catalog.
- Clipping: Successfully developed and launched the post-live clip feature, empowering creators to boost traffic and earnings from their Previously Live content. The feature's impact is evident in its widespread adoption, with over 7000 clips created by 200+ creators since launch. We as a team, enhanced this functionality with the direct upload to storefront feature, which saw impressive uptake with 400+ clips uploaded by creators in just a month, demonstrating our commitment to providing valuable tools that drive creator success and engagement.
- International Expansion: Since these changes have been pushed onto the JP and UK markets, this allowed in upgrading our ecosystem to handle multiple high-quality broadcasts during HVE (High Velocity Events). Team ensured all key features were available and functioning optimally in these new regions. We received overwhelmingly positive feedback from both creators and customers. (For JP - BF offline event welcomed 4,133 visitors. Landing page saw impressive traffic of 504,187 unique visitors. Additionally, being able to place the Livestream on the Black Friday Event page brought us 1,376,489 viewers).
Exceptional roadmap velocity
Due to the fast movement from the team and myself, we were able to exceed our expectations for our roadmap goals! Since deliveries were on >85% of our planned roadmap items this year, this was a BIG win for the stakeholders and team. While team learnt from the issues faced during earlier quarters and course corrected, better planning and accurate sizing of tasks (considering testing, CRs, bug-fixes) has resulted in better quality and timely delivery.
What’s next?
AI!
We’re looking to incorporate the possibilities of making the overall Creator App experience to become more autonomous and efficient through the use of Rufus AI. As Amazon is continuing to progress into the direction of utilizing AI into our everyday work, we’ll most likely look to use Cedric and other forms of Amazon’s in-house tools to allow our projects to become more streamlined.