Case study
Personalized onboarding experiences for new Prime members — research, prototyping, and data-driven iteration.
At a glance
Before you scroll
- Role
- UX Designer Intern
- Timeline
- Summer 2024
- Team
- Amazon Prime — UX and Product
Tools
Overview
During my internship at Amazon Prime, I developed personalized onboarding experiences for new members — researching how different user segments enter the Prime ecosystem and designing interactive flows that make that first journey engaging and relevant.
The work combined user research, exploratory design, and data-driven iteration. I contributed to interactive elements aimed at improving retention and satisfaction, helping streamline onboarding into something more intuitive for customers joining Prime for the first time.
Experience
I conducted user research to tailor the onboarding process, ensuring each user's journey reflected their needs and context. I helped design interactive elements that enhanced engagement, and used data-driven insights to simplify flows — sharpening both my UX craft and my understanding of how personalization impacts customer loyalty at scale.
Learnings
I learned to interpret user behavior and preferences to create tailored experiences — and how much personalization matters in platforms serving hundreds of millions of customers. I also honed collaboration skills working closely with designers and product managers, where aligning on customer outcomes across functions was as important as the screens themselves.
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