A companion device to shop with your TV
Free Ad-Supported Streaming TV Channel Experience
As live shopping is becoming ever so popular, Amazon enhances your viewing opportunities through the use of Prime Video and Freevee’s channels to promote our creators.
Product Design
New Feature
0 to 1
Timeline
Design to Development: Jan 2023 - Jan 2024
Launch Date: Mar 2024
Ongoing Improvements: Mar 2024 - Now
Collaborators
Kevin Xu, Senior Product Manager
Jia Zhang, Senior QA Engineer
Craig Shih, Senior Software Development Engineer
Dumitru Lupanciuc, Software Development Engineer
Matt Walsh, Senior Software Development Engineer
Gordon Zhang, Software Development Engineer II
Overall impact
Launched on Amazon.com for both iOS and Android for the 10-foot experience (TV)
My contributions
First & sole designer in designing and creating Amazon’s first companion experience for the TV from 0-1.
Have undergone 20+ various iterations before narrowing down the designs.
Ran many user test sessions + bug bashes to help in optimization and building a clear path to a strong user experience.
Still ongoing with new ways to better build partnerships with Prime Video and other big brands.
TL;DR context
Amazon has been looking to grow the creator space through the use of live shopping content. With additional partnerships that happened internally, we’re proud to announce that Amazon’s expansion in the shoppable video space will now integrate with Prime Video and Freevee to further bring customers to shop at the tip of the fingers, and remote.
Source articles:
About Amazon - Amazon Live introduces an interactive and shoppable channel on Prime Video and Amazon FreeveeAmazon News on XTechCrunch - UMV: 7,168,307
The Information - UMV: 859,542
The U.S. Sun - UMV: 24,227,993
Chain Store Age - UMV: 159,045
Fashion United - UMV: 103,844
Marketing Dive - UMV: 129,037
PYMNTS - UMV: 822,216
Retail Dive - UMV: 292,355
Retail Wire - UMV: 180,719
Retail TouchPoints - UMV: 53,488
The context
62% of consumers find new brands or products through TV.
With shoppable TV becoming a rapid-growing space, the world is expected to have a 108.7 million shoppable media buyers by 2027.
Upward trends and the growing link between content, commerce, product.
Around 50.8% of consumers reported spending between $100 and $499 on TV-inspired purchases over 2023. In addition, 40.3% plan to spend more during 2024, while 32.8% expect to spend the same amount.
Companies are finding clever ways to advertise to bring more traction through TV.
Take a look at Coinbase’s 2022 Super Bowl QR code ad. With a very simple exposure, they were able to see a number of successes:
- 445,000 new users signed up for Coinbase after the ad aired
- The company's landing page received more than 20 million visits in just one minute
- Skyrocketed from 186th to the second most downloaded app on the Apple App Store
- Coinbase's market value increased by nearly $1 billion following the ad (estimated)
- The campaign drove a 300% boost in brand consideration
With the context of online shopping and product videos, what are the challenges that we see today?
Overload of information
With a lot of endless research + info, you could feel overwhelmed
Disconnect from creators
Watchers may have questions for creators, but cannot ask questions in real-time
Maintaining view duration
High drop rates after a little over a minute due to lack of engagement
Online reviews from shopping apps
Sometimes, you may come across poorly-made reviews that doesn’t provide enough context about things customers may want to know more about
Justin
TV commercials don’t do enough to be able to provide real-time answers for questions we customers may have
Casey
There are times that whatever you may come across on TV, it’s hard to find the product on shopping platforms
Roseanne
It’d be nice for my phone to capture the context from what my TV is showing to immediately link me to the product
Darren
Got it! Thank you for the feedback!
The must-haves
Think like a shopper.
After receiving various feedback through interviews and research, I was able to understand that when it comes down to the general shopper’s experience, it always comes down to three things to make a delivery at Amazon:
Make it easy to grab
+
Easy access to details
+
Great deals & discounts
=
Delivery
Our approach
Create a companion for your TV.
This was a brand new approach + expansion as to how Amazon could bring about not just engagement, but easy shoppability through the use of a host.
By having a set list of products that our creators that we’ve partnered alongside will help in promoting to our customers, I wanted to make sure that we incorporate this experience to Amazon’s Fire TV experience where we load our favorite creators into a free ad-supported TV channel experience (FAST) to allow for easy visibility as to what Amazon Live has to offer without the need for going on your mobile device or computer to access these videos.
After a long year’s process of having to lead and facilitate how the designs would ultimately go as the sole designer for this experience, I was able to launch this product officially in March 2024.
Tap to easily access your favorite creators on your Amazon Fire TV.
Type in “Shop the show” by following the instructions on TV with your Amazon app.
Scroll to see what the app has to offer.
Want to jump back to featured product? Tap to go back.
Access chat to see how people are reacting to the live show!
Wanna check out other creators? See what’s next by swiping
Mapping out the journey
Understanding all use-cases for the customer.
Throughout the entire planning with Kevin, my product manager, we’ve wanted to make sure to build out the various edge cases of when things register as intended, or even if in the case that the app comes across the error to ensure that customers know what to do and have a blast while shopping on our new experience.
Results & Takeaways
As we’ve been looking to expand on the idea of FAST channels into Amazon, the idea dawned on me: why not bring this not just in the form of creator-oriented livestream shopping, but rather take the approach to help in expanding across various partnerships across Amazon?
Since we’ve already took it upon ourselves to help bring this newly-made experience come to life, I’ve began to build out use-cases of what this possible design would be when having to partner with Prime Video’s hit shows, such as Jack Ryan’s Tom Clancy, or even The Boys.
Next steps are to be explore around the possibilities of this.
Since launch, we were able to achieve the following:
- 4,612 incremental watch hours over the 2-days (~+700% vs T2M non-GTM daily average) of launch.
- News generated 22 stories (17 unique, 5 syndications) within our target media list, resulting in 142.5M+ media impressions.
- Overall coverage was neutral to positive, with strong key message pick-up from our About Amazon blog post.
- AdExchanger, as well as Digiday, have expressed huge interest in writing follow-up stories regarding this experience. Leveraging this interest into embargoed interviews for our content collaboration news at Cannes Cannes Film Festival.
Even received recognition from the SVP of Amazon Ads!
A companion device to shop with your TV
Free Ad-Supported Streaming TV Channel Experience
As live shopping is becoming ever so popular, Amazon enhances your viewing opportunities through the use of Prime Video and Freevee’s channels to promote our creators.
Product Design
New Feature
0 to 1
Timeline
Design to Development: Jan 2023 - Jan 2024
Launch Date: Mar 2024
Ongoing Improvements: Mar 2024 - Now
Collaborators
Kevin Xu, Senior Product Manager
Jia Zhang, Senior QA Engineer
Craig Shih, Senior Software Development Engineer
Dumitru Lupanciuc, Software Development Engineer
Matt Walsh, Senior Software Development Engineer
Gordon Zhang, Software Development Engineer II
Overall impact
Launched on Amazon.com for both iOS and Android for the 10-foot experience (TV)
My contributions
First & sole designer in designing and creating Amazon’s first companion experience for the TV from 0-1.
Have undergone 20+ various iterations before narrowing down the designs.
Ran many user test sessions + bug bashes to help in optimization and building a clear path to a strong user experience.
Still ongoing with new ways to better build partnerships with Prime Video and other big brands.
TL;DR context
Amazon has been looking to grow the creator space through the use of live shopping content. With additional partnerships that happened internally, we’re proud to announce that Amazon’s expansion in the shoppable video space will now integrate with Prime Video and Freevee to further bring customers to shop at the tip of the fingers, and remote.
Source articles:
About Amazon - Amazon Live introduces an interactive and shoppable channel on Prime Video and Amazon FreeveeAmazon News on XTechCrunch - UMV: 7,168,307
The Information - UMV: 859,542
The U.S. Sun - UMV: 24,227,993
Chain Store Age - UMV: 159,045
Fashion United - UMV: 103,844
Marketing Dive - UMV: 129,037
PYMNTS - UMV: 822,216
Retail Dive - UMV: 292,355
Retail Wire - UMV: 180,719
Retail TouchPoints - UMV: 53,488
The context
62% of consumers find new brands or products through TV.
With shoppable TV becoming a rapid-growing space, the world is expected to have a 108.7 million shoppable media buyers by 2027.
Upward trends and the growing link between content, commerce, product.
Around 50.8% of consumers reported spending between $100 and $499 on TV-inspired purchases over 2023. In addition, 40.3% plan to spend more during 2024, while 32.8% expect to spend the same amount.
Companies are finding clever ways to advertise to bring more traction through TV.
Take a look at Coinbase’s 2022 Super Bowl QR code ad. With a very simple exposure, they were able to see a number of successes:
- 445,000 new users signed up for Coinbase after the ad aired
- The company's landing page received more than 20 million visits in just one minute
- Skyrocketed from 186th to the second most downloaded app on the Apple App Store
- Coinbase's market value increased by nearly $1 billion following the ad (estimated)
- The campaign drove a 300% boost in brand consideration
With the context of online shopping and product videos, what are the challenges that we see today?
Overload of information
With a lot of endless research + info, you could feel overwhelmed
Online reviews from shopping apps
Sometimes, you may come across poorly-made reviews that doesn’t provide enough context about things customers may want to know more about
Disconnect from creators
Watchers may have questions for creators, but cannot ask questions in real-time
Maintaining view duration
High drop rates after a little over a minute due to lack of engagement
Justin
TV commercials don’t do enough to be able to provide real-time answers for questions we customers may have
There are times that whatever you may come across on TV, it’s hard to find the product on shopping platforms
Casey
Roseanne
It’d be nice for my phone to capture the context from what my TV is showing to immediately link me to the product
Darren
Got it! Thank you for the feedback!
The must-haves
Think like a shopper.
After receiving various feedback through interviews and research, I was able to understand that when it comes down to the general shopper’s experience, it always comes down to three things to make a delivery at Amazon:
Make it easy to grab
+
Easy access to details
+
Great deals & discounts
=
Delivery
Our approach
Create a companion for your TV.
This was a brand new approach + expansion as to how Amazon could bring about not just engagement, but easy shoppability through the use of a host.
By having a set list of products that our creators that we’ve partnered alongside will help in promoting to our customers, I wanted to make sure that we incorporate this experience to Amazon’s Fire TV experience where we load our favorite creators into a free ad-supported TV channel experience (FAST) to allow for easy visibility as to what Amazon Live has to offer without the need for going on your mobile device or computer to access these videos.
After a long year’s process of having to lead and facilitate how the designs would ultimately go as the sole designer for this experience, I was able to launch this product officially in March 2024.
Tap to easily access your favorite creators on your Amazon Fire TV.
Type in “Shop the show” by following the instructions on TV with your Amazon app.
Scroll to see what the app has to offer.
Want to jump back to featured product? Tap to go back.
Access chat to see how people are reacting to the live show!
Wanna check out other creators? See what’s next by swiping
Mapping out the journey
Understanding all use-cases for the customer.
Throughout the entire planning with Kevin, my product manager, we’ve wanted to make sure to build out the various edge cases of when things register as intended, or even if in the case that the app comes across the error to ensure that customers know what to do and have a blast while shopping on our new experience.
Results & Takeaways
As we’ve been looking to expand on the idea of FAST channels into Amazon, the idea dawned on me: why not bring this not just in the form of creator-oriented livestream shopping, but rather take the approach to help in expanding across various partnerships across Amazon?
Since we’ve already took it upon ourselves to help bring this newly-made experience come to life, I’ve began to build out use-cases of what this possible design would be when having to partner with Prime Video’s hit shows, such as Jack Ryan’s Tom Clancy, or even The Boys.
Next steps are to be explore around the possibilities of this.
Since launch, we were able to achieve the following:
- 4,612 incremental watch hours over the 2-days (~+700% vs T2M non-GTM daily average) of launch.
- News generated 22 stories (17 unique, 5 syndications) within our target media list, resulting in 142.5M+ media impressions.
- Overall coverage was neutral to positive, with strong key message pick-up from our About Amazon blog post.
- AdExchanger, as well as Digiday, have expressed huge interest in writing follow-up stories regarding this experience. Leveraging this interest into embargoed interviews for our content collaboration news at Cannes Cannes Film Festival.
Even received recognition from the SVP of Amazon Ads!
A companion device to shop with your TV
Free Ad-Supported Streaming TV Channel Experience
As live shopping is becoming ever so popular, Amazon enhances your viewing opportunities through the use of Prime Video and Freevee’s channels to promote our creators.
Product Design
New Feature
0 to 1
Timeline
Design to Development: Jan 2023 - Jan 2024
Launch Date: Mar 2024
Ongoing Improvements: Mar 2024 - Now
Collaborators
Kevin Xu, Senior Product Manager
Jia Zhang, Senior QA Engineer
Craig Shih, Senior Software Development Engineer
Dumitru Lupanciuc, Software Development Engineer
Matt Walsh, Senior Software Development Engineer
Gordon Zhang, Software Development Engineer II
Overall impact
Launched on Amazon.com for both iOS and Android for the 10-foot experience (TV)
My contributions
First & sole designer in designing and creating Amazon’s first companion experience for the TV from 0-1.
Have undergone 20+ various iterations before narrowing down the designs.
Ran many user test sessions + bug bashes to help in optimization and building a clear path to a strong user experience.
Still ongoing with new ways to better build partnerships with Prime Video and other big brands.
TL;DR context
Amazon has been looking to grow the creator space through the use of live shopping content. With additional partnerships that happened internally, we’re proud to announce that Amazon’s expansion in the shoppable video space will now integrate with Prime Video and Freevee to further bring customers to shop at the tip of the fingers, and remote.
Source articles:
About Amazon - Amazon Live introduces an interactive and shoppable channel on Prime Video and Amazon FreeveeAmazon News on XTechCrunch - UMV: 7,168,307
The Information - UMV: 859,542
The U.S. Sun - UMV: 24,227,993
Chain Store Age - UMV: 159,045
Fashion United - UMV: 103,844
Marketing Dive - UMV: 129,037
PYMNTS - UMV: 822,216
Retail Dive - UMV: 292,355
Retail Wire - UMV: 180,719
Retail TouchPoints - UMV: 53,488
The context
62% of consumers find new brands or products through TV.
With shoppable TV becoming a rapid-growing space, the world is expected to have a 108.7 million shoppable media buyers by 2027.
Upward trends and the growing link between content, commerce, product.
Around 50.8% of consumers reported spending between $100 and $499 on TV-inspired purchases over 2023. In addition, 40.3% plan to spend more during 2024, while 32.8% expect to spend the same amount.
Companies are finding clever ways to advertise to bring more traction through TV.
Take a look at Coinbase’s 2022 Super Bowl QR code ad. With a very simple exposure, they were able to see a number of successes:
- 445,000 new users signed up for Coinbase after the ad aired
- The company's landing page received more than 20 million visits in just one minute
- Skyrocketed from 186th to the second most downloaded app on the Apple App Store
- Coinbase's market value increased by nearly $1 billion following the ad (estimated)
- The campaign drove a 300% boost in brand consideration
With the context of online shopping and product videos, what are the challenges that we see today?
Overload of information
With a lot of endless research + info, you could feel overwhelmed
Online reviews from shopping apps
Sometimes, you may come across poorly-made reviews that doesn’t provide enough context about things customers may want to know more about
Disconnect from creators
Watchers may have questions for creators, but cannot ask questions in real-time
Maintaining view duration
High drop rates after a little over a minute due to lack of engagement
Justin
TV commercials don’t do enough to be able to provide real-time answers for questions we customers may have
Casey
There are times that whatever you may come across on TV, it’s hard to find the product on shopping platforms
Roseanne
It’d be nice for my phone to capture the context from what my TV is showing to immediately link me to the product
Darren
Got it! Thank you for the feedback!
The must-haves
Think like a shopper.
After receiving various feedback through interviews and research, I was able to understand that when it comes down to the general shopper’s experience, it always comes down to three things to make a delivery at Amazon:
Make it easy to grab
+
Easy access to details
+
Great deals & discounts
=
Delivery
Our approach
Create a companion for your TV.
This was a brand new approach + expansion as to how Amazon could bring about not just engagement, but easy shoppability through the use of a host.
By having a set list of products that our creators that we’ve partnered alongside will help in promoting to our customers, I wanted to make sure that we incorporate this experience to Amazon’s Fire TV experience where we load our favorite creators into a free ad-supported TV channel experience (FAST) to allow for easy visibility as to what Amazon Live has to offer without the need for going on your mobile device or computer to access these videos.
After a long year’s process of having to lead and facilitate how the designs would ultimately go as the sole designer for this experience, I was able to launch this product officially in March 2024.
Tap to easily access your favorite creators on your Amazon Fire TV.
Type in “Shop the show” by following the instructions on TV with your Amazon app.
Scroll to see what the app has to offer.
Want to jump back to featured product? Tap to go back.
Access chat to see how people are reacting to the live show!
Wanna check out other creators? See what’s next by swiping
Mapping out the journey
Understanding all use-cases for the customer.
Throughout the entire planning with Kevin, my product manager, we’ve wanted to make sure to build out the various edge cases of when things register as intended, or even if in the case that the app comes across the error to ensure that customers know what to do and have a blast while shopping on our new experience.
Results & Takeaways
As we’ve been looking to expand on the idea of FAST channels into Amazon, the idea dawned on me: why not bring this not just in the form of creator-oriented livestream shopping, but rather take the approach to help in expanding across various partnerships across Amazon?
Since we’ve already took it upon ourselves to help bring this newly-made experience come to life, I’ve began to build out use-cases of what this possible design would be when having to partner with Prime Video’s hit shows, such as Jack Ryan’s Tom Clancy, or even The Boys.
Next steps are to be explore around the possibilities of this.
Since launch, we were able to achieve the following:
- 4,612 incremental watch hours over the 2-days (~+700% vs T2M non-GTM daily average) of launch.
- News generated 22 stories (17 unique, 5 syndications) within our target media list, resulting in 142.5M+ media impressions.
- Overall coverage was neutral to positive, with strong key message pick-up from our About Amazon blog post.
- AdExchanger, as well as Digiday, have expressed huge interest in writing follow-up stories regarding this experience. Leveraging this interest into embargoed interviews for our content collaboration news at Cannes Cannes Film Festival.
Even received recognition from the SVP of Amazon Ads!