Fire TV shopping experience
At NBCUniversal, my team and I wanted to push the boundaries of content viewing by integrating a shopping element. I decided to first test this concept with our Bravo viewers since they were the most shopping-inclined audience.
I would achieve this by contextual product placements in-app with UX/UI following Amazon's Watch and Shop guidelines. Viewers see products associated with the video via shopping hints/CTAs, which reveal a product carousel to browse and purchase any of the items related to the show they were viewing.
Core principles
- Viewers are here to watch video first. The in-line shopping experience is subtle and unobtrusive so it doesn't interfere with a user's ability to have an enjoyable viewing experience.
- The shopping experience is contextual. Products in-line are relevant to the applicable show/scene, and are exposed in a relatable manner to the content the viewer is already interacting with.
- The experience is personal. Personal experiences (Alexa voice control, product inquiries and suggestions) drive greater engagement and help us to understand how to better serve our viewers' individual needs.
Of course, we knew that not all viewers would want to shop, so I included the ability to toggle shopping on/off in the Bravo app settings.
In Phase 2, the team and I added partnerships and short-form 'mastery' videos to enhance the experience and serve as additional sources of revenue.
