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Designing for Access

Designing for Access is a comprehensive examination of the user experience (UX) provided by Amazon Prime Video, particularly on desktop platforms. We undertook a systematic approach to understand user interactions with the service and to assess its accessibility and inclusivity.

Our 
Team

  • Akshay Bhandary

  • Cindy Lopez

  • Shivam Shukla

  • Sanaz Khanali

  • Nivedita Dudyala

  • Lance Royce

ToolKit

FIGMA

Adobe XD

MIRO
Sketchbook

GPT 4.0

HTML
​​CSS
​JavaScript

Prime Objective

The primary objective was to dissect the current user experience offered by Amazon Prime Video and propose actionable solutions that could lead to a more intuitive, inclusive, and user-friendly service. By aligning the platform with the core principles of accessibility and usability, we sought to empower users with a seamless and engaging digital environment.

Tasks throughout
the project

User experience research

- Conducted in-depth research focusing on user experience for the existing platform.

- Aimed to understand and improve how users interact with and perceive the platform

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Principles Focused On:

  • Accessibility: Ensured the platform is usable by people with a wide range of abilities and disabilities.

  • Safety: Prioritized user safety in design, ensuring a secure environment for users.

  • Trustworthiness & Transparency: Emphasized building a trustworthy platform with clear, transparent policies and operations.

  • Peer Support: Incorporated features that facilitate peer-to-peer support and community building.

  • Collaboration and Mutuality: Fostered a sense of partnership and mutual respect among users and between users and the platform.

  •  Empower, Voice & Choice: Gave users control over their experience, ensuring they feel empowered and have a voice in the platform's community.

  • Cultural, Historical, and Gender Values: Respected and integrated diverse cultural, historical, and gender perspectives in the platform design.

Design 

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  • Sketches: Created initial sketches to conceptualize the design and layout of the application.

  • Lo-fidelity Design: Developed low-fidelity prototypes to map out basic design elements and user interface components.

  • High-Fidelity Design: Advanced to high-fidelity designs, which provided a more detailed and closer representation of the final product.

  • Clone of Amazon Prime: Utilized HTML, CSS, and JavaScript to create a clone of the Amazon Prime application. This process involved replicating the Amazon Prime app's look, feel, and functionality to demonstrate design and technical skills.

AI in UXR

GPT-4 has significantly enhanced UX research through its advanced data processing and analysis capabilities. It excels in analyzing large volumes of user feedback and survey data, identifying key patterns and insights that might be overlooked in manual analysis. This model is particularly adept at creating detailed user personas, providing a deeper understanding of target audiences.

We evolved our research process.

UXR analyzed by GPT 4.0

UXR analyzed by us

Two-target principals

  • Empowerment, Voice, and Choice: 

  1. Concentrated on features that empower users, giving them control and choices in their interactions with the platform.

  2. Ensured that users have a voice in the platform's community, fostering an environment where feedback and user opinions are valued and considered.

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  • Trust and Transparency + Accessibility:

  1. Emphasized building trust through transparent policies and clear communication with users.​

  2. Ensured the platform is accessible, catering to a diverse user base with varying abilities, thereby promoting inclusivity.

Empathy and experience analysis

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Brainstorming

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Design process.png

Design Clone 

Real-time class feedback

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Reflections

The project underscored the critical importance of a user-centric approach to design. Delving deep into user experience research, particularly focusing on accessibility, safety, and trustworthiness, was an eye-opener. It revealed how nuanced design aspects could significantly impact user satisfaction and usability. The process of creating a clone of the Amazon Prime application was not just a technical challenge but also a practical application of these research insights. It demanded a blend of creativity, technical skills, and a deep understanding of user needs.

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Collaboration within the team was another vital aspect of the project. It brought to light the value of diverse perspectives and the synergy that comes from effective teamwork. Balancing individual responsibilities with collective goals was a learning curve, enhancing both communication and collaborative skills.

My learnings

Techniques like surveys and interviews proved to be invaluable in understanding user needs and preferences. My hands-on experience in web development, particularly in HTML, CSS, and JavaScript, significantly enhanced my technical skills. It was a testament to the importance of continuous learning and staying updated with technological advancements.

 

The project also taught the delicate balance between creativity and functionality in design. Ensuring that a product is aesthetically appealing, intuitive, and easy to use was a key takeaway. Furthermore, the role of feedback and iterative design in refining a product became evident. Learning to incorporate feedback constructively and make iterative changes was crucial for the project's success.

 

The project was a comprehensive learning journey, blending research, design, technical development, and teamwork. It provided valuable insights into the complexities of UX design and the importance of a user-centred approach in creating effective and enjoyable digital experiences.

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