Company Context

Amazon Prime Video is a leading streaming service offering a wide range of movies and TV shows to millions of subscribers worldwide. With a growing user base and increasing competition, maintaining a seamless user experience is critical for user retention and satisfaction. The login page is often the first interaction users have with the service, making it essential for optimizing this entry point to ensure high conversion rates and user satisfaction.

Problem or Opportunity

Recent data indicates that the login page has a higher than average drop-off rate, with 25% of users abandoning the login process. User feedback highlights issues such as confusing error messages, slow loading times, and lack of clear guidance for password recovery. Addressing these pain points presents an opportunity to enhance the user experience and improve conversion rates.

Deliverables

1. Develop a comprehensive testing strategy for the login page, including A/B testing and usability testing.
2. Identify key metrics to measure the success of the login page improvements.
3. Create a prioritized list of user pain points based on qualitative and quantitative research.
4. Propose enhancements to the login page based on user feedback and testing results.
5. Outline a timeline for implementation and testing phases.

Constraints

• The project has a budget of $50,000 for user research and testing.
• All changes must be implemented within a 3-month timeline.
• The technical team has limited capacity, with only one developer available for front-end changes.