Amazon Easy
overview
Creating impact in
10' X 10'
research question
How might we build trust in online shopping in India's tier 2 and tier 3 cities?
AIM
to empower local businesses in India's tier 2 and tier 3 cities as trusted intermediaries, facilitating digital inclusion and fostering confidence in online shopping among diverse communities.
process
The project began with ethnographic research across India to understand local business and customer needs. Service blueprints were devised to map customer journeys and identify pain points. Co-design workshops were held to develop tailored solutions, including digital literacy training for businesses, ensuring effectiveness through iterative prototyping and user testing.
Solution
The solution entails Amazon Easy Stores, where local owners assist customers in placing orders on Amazon's marketplace, especially those less familiar with digital shopping. These stores offer guidance, facilitating informed decisions and providing options for pick-up or delivery, fostering trust in online shopping in India's tier 2 and tier 3 cities.
Objectives
Enhancing Digital Inclusion
Design initiatives to ensure that individuals from all backgrounds and levels of digital literacy have access to and can benefit from online services, thus narrowing the digital divide.
Facilitating Informed Decisions
Develop user-friendly interfaces and provide guidance to streamline the decision-making process for customers, making it easier for them to navigate options and confidently make purchases.
Empowering Local Business
Create support systems and tools that enable local businesses to adapt to digital platforms, equipping them with the resources needed to thrive in an increasingly online marketplace.
Expanding Amazon’s Footprint
Strategically expand Amazon's presence by leveraging partnerships with local businesses and communities, extending the reach and accessibility of its services to new markets and demographics.
Research
The process for the Amazon Easy project commenced with empathising with the demographics of tier 2 and 3 cities, understanding their aspirations, and delving deeply into their needs. Through extensive data analysis, we gained insights revealing a significant demand for e-commerce services in these cities.
Discovering New Frontiers
We visited existing cyber cafes and potential locations for Amazon Easy Stores in 15+ cities. The research commenced by interviewing over 50 store owners, customers, and local people. The following are the critical analysis parameters,
1) Demographics
2) Store characteristics
3) Digital infrastructure
4) Accessibility
5) Customer behaviour
6) Competitor analysis
7) Local partnerships
Key Takeaways From The Research
As we delve into speculative design, it's crucial to grasp how different systems interact to drive change. Societal, technological, economic, environmental, and political factors and their potential effects on BSS were studied. Understanding these dynamics provided valuable insights into potential future scenarios.
Developing the New Amazon Eazy Experience
Triangulation of primary research data derived from Survey, Empathy Mapping Workshop, and Expert Interviews was analysed to develop a deeper understanding of BSS in context test bed, Holloway Road.
Shop in Shop Model
Our research discovered untapped potential in local businesses. The "shop in shop" model, Amazon Easy, integrates its online marketplace into established retail infrastructures. This approach expands Amazon's reach and empowers local businesses to thrive in the digital era.
New Customer Experience
As we delve into speculative design, it's crucial to grasp how different systems interact to drive change. Societal, technological, economic, environmental, and political factors and their potential effects on BSS were studied. Understanding these dynamics provided valuable insights into potential future scenarios.
Store Features
Insights drove strategic placement of furniture and graphics, enhancing product visibility and flow. Communication posters were strategically positioned, creating an immersive user journey.
The result? A dynamic and engaging in-store experience that seamlessly guides customers through our diverse product offerings.
Modluar Display
A modular display unit which seamlessly accommodates Amazon's diverse product offerings. This versatile unit not only showcases products effectively but also provides prime advertising space for brands, enhancing both product visibility and brand engagement.
Communication Posters
Posters to exemplify Amazon's commitment to hassle-free experiences. Communicating user-friendly services andtrans parent return policies,these posters assure customers of a seamless shopping journey. Additionally, they increase awareness and anticipation among shoppers.
Dual Screen Display
A dual-screen setup, designed to enhance digital inclusion in the online shopping experience. This user-friendly system allows customers to observe and familiarise themselves with the operator's actions, providing a transparent and educational approach to online shopping.
