How would you increase the number of users who save products to a list on Amazon's product details page? Suppose that user testing has shown many users are unaware the list feature exists.

Introduction

The growth challenge we're addressing today is how to increase the number of users who save products to a list on Amazon's product details page, given that user testing has shown many users are unaware the list feature exists. This scenario highlights a classic product discovery and engagement problem. I'll outline my approach to solving this issue, focusing on user awareness, feature visibility, and engagement strategies.

Step 1

Clarifying Questions (3 minutes)

• Based on the growth challenge described, it seems we're focusing on an existing feature within Amazon's ecosystem. Is that correct?

Why it matters: This helps frame our growth strategies within Amazon's existing resources and user base. Expected answer: Yes, we're working on improving an existing feature. Impact on approach: We'll leverage Amazon's brand strength and vast user base.

• Are we looking at specific growth metrics or timeline for this feature improvement?

Why it matters: Helps set clear, measurable goals for our growth strategies. Expected answer: We're aiming for a 30% increase in list usage within 6 months. Impact on approach: Will focus on quick-win strategies alongside longer-term improvements.

• Do we have any data on current list usage patterns or user segments who are more likely to use this feature?

Why it matters: Identifies potential target segments and existing user behavior. Expected answer: Yes, we have data showing higher usage among frequent shoppers. Impact on approach: Will tailor strategies to expand usage beyond the current power users.

• Are there any technical or UX constraints we need to consider when proposing solutions?

Why it matters: Ensures proposed solutions are feasible within Amazon's current framework. Expected answer: Minor UI changes are possible, but major overhauls require longer approval. Impact on approach: Will focus on incremental improvements that can be implemented quickly.