The Amazon Business Ads team owns the advertising experience on Amazon Business. Our team’s vision is to personalize the B2B shopper’s discovery process and enable them to make more informed policy and purchasing decisions to meet their organization’s complex sourcing needs. In parallel, we provide advertisers unique channels and capabilities to effectively engage and connect with B2B shoppers.
The administrator of an Amazon Business account can set buying policies to block, prefer or restrict purchase at the order, seller or product level. Subsequently, any shopper from that admin’s organization will have augmented search result like badged and highlighted results for preferred and restricted & no result for blocked.
My Role
UI/UX Design
Lead UX Research
Responsible for User Testing, Prototyping
Duration
3 Months
Team
Clients
Stakeholders
Product Managers
EngineersUX Researchers
Tools
Figma
Austin 78758
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All
Enter keyword or product number
4-star picks for work
Departments
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Buy Again
Quantity Discounts
Recommendations
Gift Cards
Workplace Essentials
PPE for Work
44
Lists
Account for ACME
Hello, Juliette
EN
Business Prime
Try
Brother
Brother
How do we know there is a problem ...
- From customers we hear “Tried setting up guided buying policy and found that it wasn’t user friendly. We would like additional help or improvement on UX.”
- For the 2M policies that are currently active, only ~ 10% policies are associated with Preferred Brand policy
- From Customer Connect interview “It would be interesting to see related brands and brands preferred by others in my industry. I would like to see their star rating and all of the products they offer.”
How might we help business buyers discover and learn more about other options ?
Austin 78758
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4-star picks for work
Departments
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Recommendations
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44
Lists
Account for ACME
Hello, Juliette
EN
Business Prime
Try
Brother
Brother
“I am looking forward to a little bit more AI here, where it can sort of read my mind a bit and provide me some recommendations”
“I have to type the brand name and search them one by one, I want to compare different brands and have a list of important brand information, side by side.”
- Search the brand one by one without any additional recommendations
- Open a lot of different tabs to compare brand information by their own
Austin 78758
Deliver to Juliette
All
Enter keyword or product number
4-star picks for work
Departments
Add People
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Quantity Discounts
Recommendations
Gift Cards
Workplace Essentials
PPE for Work
44
Lists
Account for ACME
Hello, Juliette
EN
Business Prime
Try
Brother
Brother
We launched a lightweight ads widget experiment on the Preferred Brand policy page first.
We launched this experiment by using the existing Sponsored Brand ad widget format following Amazon Ads design guideline. This experience will return sponsored brand recommendations that share common attributes with the searched brand categories.
Austin 78758
Deliver to Juliette
All
Enter keyword or product number
4-star picks for work
Departments
Add People
Buy Again
Quantity Discounts
Recommendations
Gift Cards
Workplace Essentials
PPE for Work
44
Lists
Account for ACME
Hello, Juliette
EN
Business Prime
Try
Brother
Sponsored
Brands related to your search
HP
Unleash business productivity with industry-leading print technology and solutions.
Shop HP Store ›
Add to policy
Canon
Canon printers can handle all your work needs from documents, reports and faxing.
Shop Canon Store ›
Add to policy
EPSON
Epson has the best printers for your business- from Network to Wide-Format.
Shop EPSON Store ›
Add to policy
Page 1 of 3
Brother
I worked together with PM to conducted 10 qualitative interviews with business buyers. My objective was to better understand their user behaviors and pain points for the Preferred Brand Policy UX.
10 qualitative interviews
What we want to learn :
- Are you the decision maker? If not, how does it happen?
- What makes you make the decision to remove / edit your preferred brand list?
- Could you tell me a little bit about how you choose a preferred brand?
- What are the deciding factors?
- How do they make comparisons at a brand level?
- Do you have any feedbacks about our new ad UX on the Preferred Brand Policy page?
DELL / Amazon account manager
“I want more granularity when preferring brands. I want to prefer categories and not the entire brand.”
Nutrien / Procurement manager
“I think this test version looks good, but there is not a lot of information here. I am just seeing the company slogan.”
ABB LTD / Business manager
“I need ways to know if the recommended brands meet our specific purchasing guideline, it will be great if they can show some of their business certifications.”
Goals & Needs:
Business buyers need more brand information to help making decisions.
Business buyers need to prefer product categories rather than the whole brand.
Business buyers need to search and browse brand information efficiently.
We also conducted MaxDiff surveys to learn customers’ preference among different brand attributes.
The MaxDiff survey asks the same question over and over requiring the recipient to rank which kind of brand information is most and least important. No two surveys are the same because the answers from one question alter the available options to select from for the following question. Forcing to choose the most and least important attributes from the list. Based on the survey results, we found the Top 5 brand attributes for customers.
Rank
Brand attribute
1
- Categories of product
2
- Business certifications
3
- Incorporate employee & professional reviews
4
- Brand’s top products
5
- Brand educational videos
Alibaba
Company Profile
Target Market
Store Key Features
Store UX Strengths
Store UX Weaknesses
Alibaba, founded in 1999 by Jack Ma and Peng Lei, is the world’s largest B2B marketplace for wholesale goods. This market has a highly sophisticated and aggressive approach that has kept it at the top of its game for many years. It has become particularly popular as a venue for Chinese firms to promote their products. Alibaba is one of the most streamlined platforms for various trading services, including B2B, B2C, and C2C, with over 900 million active users. Its clients can access a variety of services, including online fund transfers, mobile commerce, digital auctions, e-commerce, and digital shopping. It employs more than 50,000 people and crossed nearly 100 billion in revenue last financial year as a result of the versatility and distinctive facilities it provides to manufacturers and purchasers.
Alibaba target two marketplaces which include
the global marketplace based in English Language that
cater to international exporters and importers, and the
Chinese marketplaces whose aim is to focus on suppliers
and buyers trading locally in China.
Alibaba is a Chinese e-commerce company that provides consumer-to-consumer, business-to-consumer and business-to-business sales services via web portals.
- Company Photo Album
- Insurance/Assurance Gaurantees
- Certifications (Downloadable Factory Inspection Certifications / 3rd Party Certified)
- Supplier Chat/Call/Email / Online chat available
- Communication Response Rate / Time Estimate
- Transaction History
- Production Flow Info
- Samples Purchase
- Plenty of merchant or product information
- Multiple ways to contact supplier directly
- Product filters to help narrow down
- Feeds/product demos to view
- Buy Samples
- Lack of enough information for customer cases and reviews
- UX design is not in alignment between different sections
- UX design is not in alignment between different sections,each page seems using different UI design system. The overall user experience feels confused.
- Store feeds could be a place for tradeshow that customers can view live product demos or product review.
- Buy samples coule be an important feature, since the overall procurement process is complex, it will be great that customers could have a product trial before official procurement.
- Store feeds could be a place for tradeshow that customers can view live product demos or product review.
- Lack of detail information about customer cases and reviews. The data is too simple that barely to get any information about other customer’s reviews about this brand.
Brand profile screenshots
Key Takeaways
Company Photo Album
Assurance Gaurantees
Certifications
Supplier Contacts / Online chat available
Communication Response Rate / Time Estimate
Transaction History
Production Flow Info
Samples Purchase
Global Sources
Company Profile
Target Market
Store Key Features
Store UX Strengths
Store UX Weaknesses
Global Sources is one of the earliest B2B platforms to be listed on NASDAQ. It is a Hong Kong-based B2B marketplace that was created in the 1970s, making it one of the industry’s pioneers. With its separated export and import services, this platform has amassed over a million monthly active users. It features a large inventory, unique media possibilities, and even conducts online trade events, allowing vendors to showcase their products to their full potential and communicate seamlessly with a variety of customers. It provides a secure environment for its users by incorporating aspects like functionality, durability, customer service, and design, to name a few.
Global Sources pioneered the world’s first international B2B e-commerce website, globalsources.com, in 1995 and today has over 10 million registered international buyers.
- Quick Compare
- Certification / Report
- Supplier Assessment
- Supplier Contact / Online chat available
- Communication Response Time Estimate
- Trade Show History
- Production Capacity
- Following List
- Plenty of merchant or product information
- Store’s UX page structure is in a strong consistency
- Compare different products within store
- Trade show records
- Lack of enough information for customer cases and reviews
- Select the products you would like to compare and get a quick comparison chart for your selections. This could help customers narrow down their purchase options.
- Page navigatione / layout design needs to be in strong alignment between different sections within the store, make sure customers won’t get lost among large amount of information.
- Quick compare feature could help customers narrow down their purchase options, increase the procurement efficiency.
Brand profile screenshots
Key Takeaways
Quick Compare
Following List
Certification / Report
Supplier Assessment
Supplier Contact / Online chat available
Communication Response Time Estimate
Trade Show History
Production Capacity
Competitor Analysis
Brand attributes
Brand store features
UX highlights & lowlights
UI design patterns
As the UX lead for the team, I organized a competitor analysis workshop. During the workshop, we explored the UX designs of various e-commerce platforms, including their UI design patterns, UX strengths, weaknesses, and brand attributes showcased in their brand stores.
Before we met with customers, I did some design explorations to illustrate the potential future state of brand recommendations. So that we can have better understanding about customer ideas.
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Makita
Add to policy
Flow rate impacts on job speed
Certifications
Climate Pledge Friendly
UL2054 Safety Certification
Discount pricing
Makita XPH12Z 18V LXT Lithium-Ion Brushless Cordless
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$
$79.99 with quantity discounts
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$
View all
Business services
Extended business warranty
24/7 direct repairs
Bulk delivery
Product registration
Before: Lack of important brand information
HP
Unleash business productivity with industry-leading print technology and solutions.
Shop HP Store ›
Add to policy
After: Explore other brand information
Add to policy
Recommended brands for your search
Sponsored | Based on your organization spending
Page 1 of 3
Black + Decker
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Black and Decker
DEWALT
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Makita
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Makita FD09Z 12V max CXT...
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Certifications
Climate Pledge Friendly
UL2054 Safety Certification
CSA Certification
Recommended deals for you
Business price for Makita
Makita offers business price for 12 products.
Shop Makita with business price
Quantity discount for Makita
Makita offers quantity discounts for 6 products.
Shop Makita with quantity discounts
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Makita XSR01PT 18V x2 LXT Lithium-Ion (36V) Brushless Cordless Rear Handle 7-1/4" Circular Saw Kit (5.0Ah) (Renewed)
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BLACK+DECKER 20V MAX C...
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Black & Decker offers business price for 10 products.
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Quantity discount for Black & Decker
Black & Decker offers quantity discounts for 4 products.
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BLACK+DECKER LDX220C 20V MAX 2-Speed Cordless Drill Driver (Includes Battery and Charger)
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BLACK+DECKER 20V MAX* Cordless Drill / Driver, 3/8-Inch (LDX120C)
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BLACK+DECKER 20V MAX Cordless Drill/Driver (BDCDD120C),Pack of 1
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$
BLACK+DECKER 7.0 Amp 1/2 in. Electric Drill/Driver Kit
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60
$
Black + Decker Matrix Quick Connect System
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BOSCH FD09Z 12V max CXT...
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UL2054 Safety Certification
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Business price for BOSCH
Bosch offers business price for 8 products.
Shop BOSCH with business price
Quantity discount for BOSCH
Bosch offers quantity discounts for 9 products.
Shop BOSCH with quantity discounts
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BOSCH XDT13Z 18-Volt LXT Lithium-ion Brushless Cordless Impact Driver (Renewed)
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BOSCH XT269M 18V LXT Lithium-Ion Brushless Cordless 2-Pc. Combo Kit (4.0Ah), Blue
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$
BOSCH AH728 12-Volt LXT Lithium-ion Brushless Cordless Impact Driver (Renewed)
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BOSCH XSR01PT 18V x2 LXT Lithium-Ion (36V) Brushless Cordless Rear Handle 7-1/4" Circular Saw Kit (5.0Ah) (Renewed)
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Bosch Tools You Must Buy in 2022
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Your orders from last 30 days
Order Date
Product
Quantity
ASIN
05.12.2022
Makita FD09Z 12V max CXT...
10
B00M9D5JIO
05.08.2022
Makita XST01Z 18V Lithium...
20
B074BHJQB3
View more
Certifications
Climate Pledge Friendly
UL2054 Safety Certification
CSA Certification
Recommended deals for you
Business price for Makita
Makita offers business price for 12 products.
Shop Makita with business price
Quantity discount for Makita
Makita offers quantity discounts for 6 products.
Shop Makita with quantity discounts
Explore more from Makita
Makita XDT13Z 18-Volt LXT Lithium-ion Brushless Cordless Impact Driver (Renewed)
205
95
62
$
Makita XT269M 18V LXT Lithium-Ion Brushless Cordless 2-Pc. Combo Kit (4.0Ah), Blue
142
95
72
$
Makita AH728 12-Volt LXT Lithium-ion Brushless Cordless Impact Driver (Renewed)
621
99
69
$
Makita XSR01PT 18V x2 LXT Lithium-Ion (36V) Brushless Cordless Rear Handle 7-1/4" Circular Saw Kit (5.0Ah) (Renewed)
173
95
90
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Upcoming Makita Tools + 18v Rear Handle Chainsaw
Brand Star Rating
Previous Purchase Summary
Number of business price products
Product Carousel
Brand video
Number of quantity discount products
Certifications
How might we help business buyers to understand sponsored brands better?
How might we help business buyers browse brand information efficiently and focus on the most important attribute?
How might we help business buyers to prefer categories of product rather than the whole brand?
Before: Lack of important brand information
Before: Business buyers have to prefer the whole brand
Displaying all attributes in one place won’t be good UX
After: Add more brand attributes
Keep the most important attributes in the first layer and add “Quickview” CTA to let business buyers browsing other information
After: Add categories preferred options and display the top products
HP
Unleash business productivity with industry-leading print technology and solutions.
Shop HP Store ›
Add to policy
HP
Unleash business productivity with industry-leading print technology and solutions.
Shop HP Store ›
Add to policy
Add to policy
Add to policy
Brands related to your search
Sponsored
Page 1 of 3
Black + Decker
Add to policy
Black and Decker
EPSON
EPSON
Quickview
Add to policy
Add to policy
Add to policy
Add to policy
Brands related to your search
Sponsored
Page 1 of 3
Black + Decker
Add to policy
Black and Decker
EPSON
EPSON
Quickview
Add to policy
Quickview
Add to policy
Quickview
Add to policy
Quickview
Top categories
Preferred category
Category A
Category B
Category C
Top categories
HP OfficeJet Pro 8025e Wireless Color All-in-One Printer
205
$
179
99
HP DeskJet 3755 Compact All-in-One Wireless Printer with Mobile Printing
142
$
109
49
HP DeskJet 2755e Wireless Color All-in-One Printer with bonus 6
621
$
119
99
HP OfficeJet 3830 All-in-One Wireless Printer /Copier/Scanner/Fax,
173
$
299
99
Preferred category
Office supplies
IT Peripherals
Accessories
Certifications
ENERGY STAR
ECOLOGO
EPEAT
HP
Quickview
Add to policy
About
We are a technology company born of the belief that companies should do more than just make a profit. They should make the ...
Learn more
01. New Sponsored Brand Ad Card
New sponsored brand ad card helps business buyers focus on the most important brand attributes efficiently.
Certification section shows the most important business certifications of this brand.
Business buyers can access to more information through Quickview.
Business buyers can have a better understanding about the categories of this brand now, they also can prefer categories based on their needs.
Brands related to your search
Sponsored
Page 1 of 3
Black + Decker
Add to policy
Black and Decker
EPSON
EPSON
Top categories
HP OfficeJet Pro 8025e Wireless Color All-in-One Printer
205
$
179
99
HP DeskJet 3755 Compact All-in-One Wireless Printer with Mobile Printing
142
$
109
49
HP DeskJet 2755e Wireless Color All-in-One Printer with bonus 6
621
$
119
99
HP OfficeJet 3830 All-in-One Wireless Printer /Copier/Scanner/Fax,
173
$
299
99
Preferred category
Office supplies
IT Peripherals
Accessories
Certifications
ENERGY STAR
ECOLOGO
EPEAT
HP
Quickview
Add to policy
About
We are a technology company born of the belief that companies should do more than just make a profit. They should make the ...
Learn more
Top categories
Canon PIXMA MG36 20 Wireless All-in-One Color Inkjet
335
$
129
99
Canon TR8620a All-in-One Printer Home Office | Copier |Scanner
182
$
149
49
Canon MAXIFY GX4020 Wireless MegaTank All-in-One Color Printer
325
$
319
99
Canon G7020 All-in-One Printer Home Office | Wireless Supertank
863
$
279
99
Preferred category
Office supplies
Cameras
Lenses
Certifications
ENERGY STAR
Carbonfree
Fair for Life
Canon
Quickview
Add to policy
About
Canon U.S.A., Inc. is a leading provider of consumer, business-to-business, and industrial digital imaging solutions to the ...
Learn more
Top categories
Brother HL-L2300D Monochrome Laser Printer with Duplex Printing
1,334
$
119
99
Brother MFC-J1010DW Wireless Color Inkjet All-in-One Printer with Mobile Device
695
$
99
49
Brother HL-L3210CW Compact Digital Color Printer Providing Laser Printer Quality Results with Wireless
2,941
$
248
99
Brother MFC-L3750CDW Digital Color All-in-One Printer, Laser Printer Quality
1,119
$
468
99
Preferred category
Office supplies
Cutting & Crafting
Sewing Machines
Certifications
Bluesign
U.S.EPA Safer Choice
HP
Quickview
Add to policy
About
Brother has earned a reputation as a premier provider of home office and business products and solutions, products for the se ...
Learn more
02. Brand Quickview
Brand Quickview helps business buyers to browse all the important brand information including Professional reviews and Brand videos etc.
Business buyers can watch brand videos to better understand company’s culture or product news.
Business buyers can browse professional reviews & incorporate employee reviews about some of top products from this brand.
We first launched the new design in the US providing access to a limited set of accounts for testing.These accounts include internal users and existing business customers we have established relationships with. Following this 1 month testing period we will launch next experiment in the US, CA, EU5.
Metrics to be collected:
- Page impressions
- Ad clicks
- “Add to policy” conversions
- Number of new policies include at least one brand recommendation
Outcome:
- 2% of new policies include at least 1 brand from the new brand widget
- 210 new policies were created during the experiment and 4 policies included a recommended brand
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