Prime Video Redesign
PROJECT TYPE
UX/UI Design + Branding Strategy
YEAR
2023
TEAM MEMBERS
The objective of this project was to transform the Prime Video app's user experience and interface through an in-depth redesign, addressing enhancements to the homepage’s organization, simplification of filters, streamlining of categories, and ensuring cohesive color consistency. Our goal was to create a visually pleasing, user-friendly environment that optimizes navigation and elevates the overall viewing experience for users.
To learn more about this project, check out the process book.
Existing User Audit
LOG IN
impersonal experience - generic interface
poor brand recognition + trust
HOME PAGE
no consistent design language - buttons, fonts, colors, and layout
overwhelming number of categories
NAVIGATION
overly complex navigation
buried menus + unclear labels
DESCRIPTION PAGE
poor information hierarchy
Current Information Architecture
Pretty complex for users to navigate with inconsistent organization + excessive filters and categories.
Benchmarking
Focused on analyzing app features like hierarchy, organization, personalized home screens, “send to friends,” + endless scrolling. These insights informed the redesign strategy for Prime Video, incorporating successful elements from other apps for an improved user experience.
HULU
DISNEY+
YOUTUBE
Design Objectives
PERSONALIZATION
To enhance the user experience + increase user engagement through profiles, watchlist customization, + content filters.
ORGANIZATION
Improving organization with intuitive navigation, content categories, + search functionality.
NEW FEATURES
Social sharing with new “send to friends” feature with time stamp, thumbnail, + comments. Streamlined discovery through an infinity scroll of trailers.
Proposed Information Architecture
Strives to streamline navigation throughout the entire app, prioritizing user ease + accessibility. Additionally, we have integrated new features to enhance the overall user experience.
