Coach Brand Store on Echo Family Devices
With the recent launch of the Coach Store on desktop, Amazon looked to bring a similar shopping experience to Echo Family Devices (EFDs) with Alexa’s assistance
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3 weeks
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UX/UI Designer
helped pitch the coach concept to the brand
collaborated with the marketing team
consulted with product managers to decide which cards to surface
created collection views for product groups
initiated handoff
INTRODUCTION
For 3 weeks, I worked with several stakeholders (developers, marketing professionals, and project managers) as the main UX Designer to provide highly relevant Coach products and content important to customers based on previous interactions with the brand and their interests.
Since the Coach launch was on desktop, there needed to be a similar experience on other screened Amazon devices.
The goal of this project was to support the launch of Coach on Amazon.com by creating high-fidelity mocks and flows for the Echo Show and FireTV devices that would be presented for brand proposals and eventually brand launch. A Brand Store is the place where brands can showcase their products, videos, and more, exclusively, from the general population of products on Amazon.
BRAND ALIGNMENT
To ensure that both experiences were cohesive but still maintained their unique identity, I analyzed the current User Interface on desktop to synchronize assets, colors, and copy.
(see images of Coach on desktop >>)
I decided to feature the images that would be the most fitting for the brand and most inviting for the consumer - considering that it could be their first introduction to the Coach Brand as well as a frequent Coach shopper seeing the new items (ex: Accessories collection, cover image of accessories). Keeping in mind the number of items that could be shown in the store and the small interface, I needed to group all of the items by category and create several collections: Crossbody Bags, Totes & Carryalls, Satchels, and more.
(see examples of open view of collections below)
After creating the collection view(s), video detail page, and several detail pages for one item (ex: Tabby Shoulder Bag), I created a userflow to send to the Project Managers for the launch pitch.
(see Coach Brand Store userflow below)
Then, after communicating with the marketing team, I compiled each of the items that could potentially be showcased in the Brand Store. There were items ranging from bags, accessories, backpacks, and more.
To begin creating the official flow of the Coach Brand Store, I evaluated the only existing Brand Store experience on EFDs; the Barbie Brand Store. Although Barbie references a movie, I was able to recreate the movie experience into a more retail-centered one. (similar, yet different experience)
RESULTS
In September 2023, the Coach Brand Store launched on Echo Family Devices. Today, you can access it by saying, “Alexa, open the Coach Store.”
This was a huge success especially due to the widely-known “Coach Rebrand” (see article below)
SUCCESS METRICS
As a result of this, I helped the Alexa Shopping Design Ads Team scale another Brand Store which as of 9/19/23 has increased to the second highest since the Barbie store launched.
Number of customers (18,032)
Unique sessions (22431)… and growing.
REFLECTIONS & NEXT STEPS
Reflection:
Brand Stores give brands the ability to show high-quality products in real-life examples or lifestyle images to sell the quality; allowing customers to envision themselves with/in the product. KEY: providing value to customers and brands.
Customers get all the benefits of Coach brand while easily shopping from Amazon - adding items to their cart in the comfort of their home along with the unique benefits of Prime 1- or 2-day shipping. Not to mention, the combined Coach classic quality certification of authenticity.
Next steps:
Research and analyze how and when to integrate ads within the store so that customers can discover other brands similar to Coach (price point, audience, etc.)