As part of my internship at Amazon, I designed screens for an experiment to get more Kindle device owners to try the Kindle Unlimited subscription service by eliminating the payment flow during the out-of-the-box device set-up flow. Device owners are offered a free trial and periodically reminded to continue with a paid subscription.
Currently, when a new Kindle owners sets up their device for the first time, they are guided through various upsells, including this offer to try Kindle Unlimited free for 30 days.
If customers want to start the free trial, they need to add a credit card before they can continue setting up their device. This adds friction to the customer’s set-up journey because it elongates the set-up process, delaying their opportunity to explore the device on their own.
Test a redesigned upsell page that eliminates the payment flow, and instead reminds trial customers to add a credit card later during the trial period.
Instead of sounding like a trial with an auto-renew trap, access to Kindle Unlimited is positioned as conveniently "already set up" and "included with the device." Additionally, customers are assured that the access ends automatically and no credit card is required, which were both pain points identified by internal research.
For the last 10 days of a free-access period, a stripe appears at the top of the Book Details page to remind customers that their free access is ending and to continue their membership.
In addition to the stripe, customers will see a modal when they tap ‘Read Now’ on their Nth book during the free trial. This could lead to customer confusion because they intended to start reading but instead see a CTA to set up payment. However, this modal guarantees that the customer sees the notification and they are given a convenient "Don't show again" option.
At first, I found UX copywriting to be a bit challenging. My previous work experience in digital marketing trained me to think about copy from a brand-voice perspective. But through this project, I learned that UX copy is a balance of both brand voice and also usability best-practices. So, to prepare for this project, I sought out a UX copywriting workshop offered by the UX writing team at Amazon, who shared with me a bunch of internal writing tools and guidelines.
Knowing the company's UX writing guidelines helped me with a second challenge – pushing back on some feedback from my PM, most of which was about copy. Being new to the team, I had to work to gain the confidence to disagree and advocate for my UX writing choices that were best for the customer. And being able to cite research and writing guidelines that supported my writing choices helped me get comfortable with pushing back.
The mockups I went through several rounds of feedback and approval from my PM and manager as well as product leadership and engineering. My designs will be built by the engineering team and shipped as part of an experiment to get more Kindle device owners to try the Kindle Unlimited subscription service.
