Working Backwards AI is a generative-AI platform that simulates feedback from virtual customers and domain experts to help PMs refine product ideas and develop stronger PR/FAQ documents. Through multi-agent orchestration, WBAI evaluates concepts, identifies CX risks, and delivers customer-backed insights that turn early ideas into validated product directions.
Working Backwards AI
My Roles
Product Design
UI/UX Design
UX Research
Tools
Figma
Timeline
Feb 2025 - Present
I want to write a PRFAQ document.
I need some guidance.
Working Backwards is Amazon's approach to innovation that starts with the customer and works backward to create products, services, and experiences that truly meet their needs. Rather than starting with what's technically possible or what the business wants, we focus on what would genuinely delight customers.
Today, we'll structure our discussion around the 5 Customer Questions framework. Here's how we'll proceed:
Once we've thoroughly explored these questions, I'll help you generate a first-draft PRFAQ document that captures your idea in Amazon's standard format.
Would you like to proceed directly to the Listen stage, or do you have any questions about the Working Backwards process first?
Was this information helpful?
I can help you with writing a PRFAQ (Press Release/Frequently Asked Questions). Before we begin, I'd like to know your preference:
Was this information helpful?
Message Working Backwards AI
Usage is subject to data handling guidelines.
Working
Backwards ai
My projects
Help
WBAI rapidly generates customer problems, opportunity spaces, and concept directions from a simple prompt—helping PMs explore and shape ideas without long chat interactions.
AI-Powered Ideation
WBAI rapidly generates customer problems, opportunity spaces, and concept directions from a simple prompt—helping PMs explore and shape ideas without long chat interactions.
Working
Backwards ai
My projects
Help
Message Working Backwards AI
I can help you with writing a PRFAQ (Press Release/Frequently Asked Questions). Before we begin, I'd like to know your preference:
I will generate an example PRFAQ for you, skipping the Working Backwards questions process. Here’s a sample PRFAQ.
Created PRFAQ document
I want to write a PRFAQ for Amazon Haul.
Let’s write a sample PRFAQ and skip the Working Backwards questions process.
View all versions
Export
Comments
Customer Personas
PRFAQ - Amazon Haul
SEATTLE — Amazon.com (NASDAQ: AMZN) today announced Amazon Haul, a new delivery option that lets customers choose a specific day to receive all their Amazon orders from the previous week, reducing delivery trips and offering more predictable delivery times.
Starting today, Prime members in select U.S. cities can opt to receive all their Amazon purchases in a single weekly delivery on their preferred day. This new service helps customers who want to ensure they're home for deliveries while also reducing Amazon's carbon footprint through consolidated shipping.
"Our customers have told us they want more control over when their packages arrive, and they care about sustainability," said [Senior VP of Amazon Operations]. "Amazon Haul addresses both needs by letting customers choose their delivery day while significantly reducing the number of delivery trips to their homes."
With Amazon Haul, customers simply select their preferred delivery day during checkout. All orders placed throughout the week are automatically consolidated and delivered together on their chosen day. The service is free for Prime members.
"As a working parent, knowing exactly when my packages will arrive has been game-changing," said Sarah Chen, an Amazon Haul beta tester in Seattle. "Instead of multiple deliveries throughout the week, I get everything on Saturdays when I'm home. It's more convenient and I feel good about reducing delivery trips to my house."
Based on the service description, here are relevant customer personas and their pain points:
PersonaDescriptionPain PointsThe Busy ProfessionalWorking parent who values predictability and wants weekend deliveries- Missing packages during work hours
FAQ
Q: How does Amazon Haul work? A: Customers select their preferred delivery day during checkout. Orders placed throughout the week are held at our fulfillment centers and consolidated for delivery on their chosen day. Customers can change their preferred day anytime.
Q: Is there an extra cost for Amazon Haul? A: No, Amazon Haul is included free with Prime membership.
Q: What if I need an item urgently? A: Customers can still select standard Prime delivery options for urgent items while maintaining Amazon Haul for other orders.
Q: Which cities have Amazon Haul? A: The service is launching in Seattle, Los Angeles, New York City, and Chicago, with plans to expand to additional cities throughout 2024-2025.
Q: How does this help sustainability? A: By consolidating multiple deliveries into one, we reduce the number of delivery trips and associated carbon emissions. Initial pilots show up to 30% reduction in last-mile delivery emissions.
Q: What happens if I'm not home on my delivery day? A: Customers can provide delivery instructions or select an Amazon Hub Locker as their delivery location. If no one is available to receive the delivery, we'll follow standard Amazon delivery procedures.
Documents Generation & Refinement
WBAI simulates targeted feedback from virtual customers and domain experts, surfacing blind spots and CX risks early so teams can strengthen their product direction.
View all versions
Export
Comments
Customer Personas
PRFAQ - Amazon Haul
SEATTLE—Amazon.com (NASDAQ: AMZN) today announced Amazon Haul, a new delivery option that lets customers choose a specific day to receive all their Amazon orders from the previous week, reducing delivery trips and offering more predictable delivery times.
Starting today, Prime members in select U.S. cities can opt to receive all their Amazon purchases in a single weekly delivery on their preferred day. This new service helps customers who want to ensure they're home for deliveries while also reducing Amazon's carbon footprint through consolidated shipping.
"Our customers have told us they want more control over when their packages arrive, and they care about sustainability," said [Senior VP of Amazon Operations]. "Amazon Haul addresses both needs by letting customers choose their delivery day while significantly reducing the number of delivery trips to their homes."
With Amazon Haul, customers simply select their preferred delivery day during checkout. All orders placed throughout the week are automatically consolidated and delivered together on their chosen day. The service is free for Prime members.
"As a working parent, knowing exactly when my packages will arrive has been game-changing," said Sarah Chen, an Amazon Haul beta tester in Seattle. "Instead of multiple deliveries throughout the week, I get everything on Saturdays when I'm home. It's more convenient and I feel good about reducing delivery trips to my house."
Based on the service description, here are relevant customer personas and their pain points:
PersonaDescriptionPain PointsThe Busy ProfessionalWorking parent who values predictability and wants weekend deliveries- Missing packages during work hours
FAQ
Q: How does Amazon Haul work? A: Customers select their preferred delivery day during checkout. Orders placed throughout the week are held at our fulfillment centers and consolidated for delivery on their chosen day. Customers can change their preferred day anytime.
Q: Is there an extra cost for Amazon Haul? A: No, Amazon Haul is included free with Prime membership.
Q: What if I need an item urgently? A: Customers can still select standard Prime delivery options for urgent items while maintaining Amazon Haul for other orders.
Q: Which cities have Amazon Haul? A: The service is launching in Seattle, Los Angeles, New York City, and Chicago, with plans to expand to additional cities throughout 2024-2025.
Q: How does this help sustainability? A: By consolidating multiple deliveries into one, we reduce the number of delivery trips and associated carbon emissions. Initial pilots show up to 30% reduction in last-mile delivery emissions.
Q: What happens if I'm not home on my delivery day? A: Customers can provide delivery instructions or select an Amazon Hub Locker as their delivery location. If no one is available to receive the delivery, we'll follow standard Amazon delivery procedures.
Shuai Xu
Reply or @ mention someone
While I appreciate the focus on delivery control, as a busy parent, I need to know specifically how flexible these delivery windows are. Will I be able to select evening deliveries after my kids are home from activities, or weekend times when I'm not juggling work and family commitments?
Recommended Action: Update the quote to include specific time window options that resonate with busy families.
Busy Parent
10:02 AM
BP
Was this information helpful?
Resolve
Consider adding explicit messaging about tracking status anomalies during customer clearance. CS data shows orders may incorrectly display ‘out for delivery’ while still in transit through customers, which drives customer contacts.
Customer Service Expert
9:42 AM
CS
Resolve
Consider adding a customer FAQ addressing the mobile-only limitation at launch, as CS data shows customers contacting support when unable to view orders on desktop.
Customer Service Expert
9:40 AM
CS
Resolve
Comments Filter
Resolve all
Working
Backwards ai
My projects
Help
Virtual Customer & Expert Feedback
PMs can’t access customer insights easily.
PM: Every day I’m trying to understand what customers need…but all the information lives in different places. I spend too much time manually connecting insights across disconnected systems ...
To understand the problem, let’s step into a PM’s day ...
PMs struggle to write high-quality PRDs with limited guidance.
PM: When I write a PRFAQ, I’m constantly unsure whether I’m focusing on the right customer, using the right insights, or crafting the narrative correctly. The worst part? I usually don’t realize I’m on the wrong path until the review meeting—after investing a ton of time and energy. I wish I had someone who could challenge my thinking earlier, before I get too far.
PMs don’t know when or how to involve the right experts
PM: Half of my anxiety comes from not knowing which expert I’m supposed to talk to.There are so many domain owners across Amazon, and every team sees risk differently. I hate the feeling of discovering—weeks later—that I should’ve involved CS or Tech much earlier. It makes me feel like I’m guessing my way through the process.
More sections are coming soon ...
Working Backwards AI is a generative-AI platform that simulates feedback from virtual customers and domain experts to help PMs refine product ideas and develop stronger PR/FAQ documents. Through multi-agent orchestration, WBAI evaluates concepts, identifies CX risks, and delivers customer-backed insights that turn early ideas into validated product directions.
Working Backwards AI
My Roles
Product Design
UI/UX Design
UX Research
Tools
Figma
Timeline
Feb 2025 - Present
I want to write a PRFAQ document.
I need some guidance.
Working Backwards is Amazon's approach to innovation that starts with the customer and works backward to create products, services, and experiences that truly meet their needs. Rather than starting with what's technically possible or what the business wants, we focus on what would genuinely delight customers.
Today, we'll structure our discussion around the 5 Customer Questions framework. Here's how we'll proceed:
Once we've thoroughly explored these questions, I'll help you generate a first-draft PRFAQ document that captures your idea in Amazon's standard format.
Would you like to proceed directly to the Listen stage, or do you have any questions about the Working Backwards process first?
Was this information helpful?
I can help you with writing a PRFAQ (Press Release/Frequently Asked Questions). Before we begin, I'd like to know your preference:
Was this information helpful?
Message Working Backwards AI
Usage is subject to data handling guidelines.
Working
Backwards ai
My projects
Help
WBAI rapidly generates customer problems, opportunity spaces, and concept directions from a simple prompt—helping PMs explore and shape ideas without long chat interactions.
AI-Powered Ideation
WBAI rapidly generates customer problems, opportunity spaces, and concept directions from a simple prompt—helping PMs explore and shape ideas without long chat interactions.
Working
Backwards ai
My projects
Help
Message Working Backwards AI
I can help you with writing a PRFAQ (Press Release/Frequently Asked Questions). Before we begin, I'd like to know your preference:
I will generate an example PRFAQ for you, skipping the Working Backwards questions process. Here’s a sample PRFAQ.
Created PRFAQ document
I want to write a PRFAQ for Amazon Haul.
Let’s write a sample PRFAQ and skip the Working Backwards questions process.
View all versions
Export
Comments
Customer Personas
PRFAQ - Amazon Haul
SEATTLE — Amazon.com (NASDAQ: AMZN) today announced Amazon Haul, a new delivery option that lets customers choose a specific day to receive all their Amazon orders from the previous week, reducing delivery trips and offering more predictable delivery times.
Starting today, Prime members in select U.S. cities can opt to receive all their Amazon purchases in a single weekly delivery on their preferred day. This new service helps customers who want to ensure they're home for deliveries while also reducing Amazon's carbon footprint through consolidated shipping.
"Our customers have told us they want more control over when their packages arrive, and they care about sustainability," said [Senior VP of Amazon Operations]. "Amazon Haul addresses both needs by letting customers choose their delivery day while significantly reducing the number of delivery trips to their homes."
With Amazon Haul, customers simply select their preferred delivery day during checkout. All orders placed throughout the week are automatically consolidated and delivered together on their chosen day. The service is free for Prime members.
"As a working parent, knowing exactly when my packages will arrive has been game-changing," said Sarah Chen, an Amazon Haul beta tester in Seattle. "Instead of multiple deliveries throughout the week, I get everything on Saturdays when I'm home. It's more convenient and I feel good about reducing delivery trips to my house."
Based on the service description, here are relevant customer personas and their pain points:
PersonaDescriptionPain PointsThe Busy ProfessionalWorking parent who values predictability and wants weekend deliveries- Missing packages during work hours
FAQ
Q: How does Amazon Haul work? A: Customers select their preferred delivery day during checkout. Orders placed throughout the week are held at our fulfillment centers and consolidated for delivery on their chosen day. Customers can change their preferred day anytime.
Q: Is there an extra cost for Amazon Haul? A: No, Amazon Haul is included free with Prime membership.
Q: What if I need an item urgently? A: Customers can still select standard Prime delivery options for urgent items while maintaining Amazon Haul for other orders.
Q: Which cities have Amazon Haul? A: The service is launching in Seattle, Los Angeles, New York City, and Chicago, with plans to expand to additional cities throughout 2024-2025.
Q: How does this help sustainability? A: By consolidating multiple deliveries into one, we reduce the number of delivery trips and associated carbon emissions. Initial pilots show up to 30% reduction in last-mile delivery emissions.
Q: What happens if I'm not home on my delivery day? A: Customers can provide delivery instructions or select an Amazon Hub Locker as their delivery location. If no one is available to receive the delivery, we'll follow standard Amazon delivery procedures.
Documents Generation & Refinement
WBAI simulates targeted feedback from virtual customers and domain experts, surfacing blind spots and CX risks early so teams can strengthen their product direction.
View all versions
Export
Comments
Customer Personas
PRFAQ - Amazon Haul
SEATTLE—Amazon.com (NASDAQ: AMZN) today announced Amazon Haul, a new delivery option that lets customers choose a specific day to receive all their Amazon orders from the previous week, reducing delivery trips and offering more predictable delivery times.
Starting today, Prime members in select U.S. cities can opt to receive all their Amazon purchases in a single weekly delivery on their preferred day. This new service helps customers who want to ensure they're home for deliveries while also reducing Amazon's carbon footprint through consolidated shipping.
"Our customers have told us they want more control over when their packages arrive, and they care about sustainability," said [Senior VP of Amazon Operations]. "Amazon Haul addresses both needs by letting customers choose their delivery day while significantly reducing the number of delivery trips to their homes."
With Amazon Haul, customers simply select their preferred delivery day during checkout. All orders placed throughout the week are automatically consolidated and delivered together on their chosen day. The service is free for Prime members.
"As a working parent, knowing exactly when my packages will arrive has been game-changing," said Sarah Chen, an Amazon Haul beta tester in Seattle. "Instead of multiple deliveries throughout the week, I get everything on Saturdays when I'm home. It's more convenient and I feel good about reducing delivery trips to my house."
Based on the service description, here are relevant customer personas and their pain points:
PersonaDescriptionPain PointsThe Busy ProfessionalWorking parent who values predictability and wants weekend deliveries- Missing packages during work hours
FAQ
Q: How does Amazon Haul work? A: Customers select their preferred delivery day during checkout. Orders placed throughout the week are held at our fulfillment centers and consolidated for delivery on their chosen day. Customers can change their preferred day anytime.
Q: Is there an extra cost for Amazon Haul? A: No, Amazon Haul is included free with Prime membership.
Q: What if I need an item urgently? A: Customers can still select standard Prime delivery options for urgent items while maintaining Amazon Haul for other orders.
Q: Which cities have Amazon Haul? A: The service is launching in Seattle, Los Angeles, New York City, and Chicago, with plans to expand to additional cities throughout 2024-2025.
Q: How does this help sustainability? A: By consolidating multiple deliveries into one, we reduce the number of delivery trips and associated carbon emissions. Initial pilots show up to 30% reduction in last-mile delivery emissions.
Q: What happens if I'm not home on my delivery day? A: Customers can provide delivery instructions or select an Amazon Hub Locker as their delivery location. If no one is available to receive the delivery, we'll follow standard Amazon delivery procedures.
Shuai Xu
Reply or @ mention someone
While I appreciate the focus on delivery control, as a busy parent, I need to know specifically how flexible these delivery windows are. Will I be able to select evening deliveries after my kids are home from activities, or weekend times when I'm not juggling work and family commitments?
Recommended Action: Update the quote to include specific time window options that resonate with busy families.
Busy Parent
10:02 AM
BP
Was this information helpful?
Resolve
Consider adding explicit messaging about tracking status anomalies during customer clearance. CS data shows orders may incorrectly display ‘out for delivery’ while still in transit through customers, which drives customer contacts.
Customer Service Expert
9:42 AM
CS
Resolve
Consider adding a customer FAQ addressing the mobile-only limitation at launch, as CS data shows customers contacting support when unable to view orders on desktop.
Customer Service Expert
9:40 AM
CS
Resolve
Comments Filter
Resolve all
Working
Backwards ai
My projects
Help
Virtual Customer & Expert Feedback
PMs can’t access customer insights easily.
PM: Every day I’m trying to understand what customers need…but all the information lives in different places. I spend too much time manually connecting insights across disconnected systems ...
To understand the problem, let’s step into a PM’s day ...
PMs struggle to write high-quality PRDs with limited guidance.
PM: When I write a PRFAQ, I’m constantly unsure whether I’m focusing on the right customer, using the right insights, or crafting the narrative correctly. The worst part? I usually don’t realize I’m on the wrong path until the review meeting—after investing a ton of time and energy. I wish I had someone who could challenge my thinking earlier, before I get too far.
PMs don’t know when or how to involve the right experts
PM: Half of my anxiety comes from not knowing which expert I’m supposed to talk to.There are so many domain owners across Amazon, and every team sees risk differently. I hate the feeling of discovering—weeks later—that I should’ve involved CS or Tech much earlier. It makes me feel like I’m guessing my way through the process.
More sections are coming soon ...
Working Backwards AI is a generative-AI platform that simulates feedback from virtual customers and domain experts to help PMs refine product ideas and develop stronger PR/FAQ documents. Through multi-agent orchestration, WBAI evaluates concepts, identifies CX risks, and delivers customer-backed insights that turn early ideas into validated product directions.
Working Backwards AI
My Roles
Product Design
UI/UX Design
UX Research
Tools
Figma
Timeline
Feb 2025 - Present
I want to write a PRFAQ document.
I need some guidance.
Working Backwards is Amazon's approach to innovation that starts with the customer and works backward to create products, services, and experiences that truly meet their needs. Rather than starting with what's technically possible or what the business wants, we focus on what would genuinely delight customers.
Today, we'll structure our discussion around the 5 Customer Questions framework. Here's how we'll proceed:
Once we've thoroughly explored these questions, I'll help you generate a first-draft PRFAQ document that captures your idea in Amazon's standard format.
Would you like to proceed directly to the Listen stage, or do you have any questions about the Working Backwards process first?
Was this information helpful?
I can help you with writing a PRFAQ (Press Release/Frequently Asked Questions). Before we begin, I'd like to know your preference:
Was this information helpful?
Message Working Backwards AI
Usage is subject to data handling guidelines.
Working
Backwards ai
My projects
Help
WBAI rapidly generates customer problems, opportunity spaces, and concept directions from a simple prompt—helping PMs explore and shape ideas without long chat interactions.
AI-Powered Ideation
WBAI rapidly generates customer problems, opportunity spaces, and concept directions from a simple prompt—helping PMs explore and shape ideas without long chat interactions.
Working
Backwards ai
My projects
Help
Message Working Backwards AI
I can help you with writing a PRFAQ (Press Release/Frequently Asked Questions). Before we begin, I'd like to know your preference:
I will generate an example PRFAQ for you, skipping the Working Backwards questions process. Here’s a sample PRFAQ.
Created PRFAQ document
I want to write a PRFAQ for Amazon Haul.
Let’s write a sample PRFAQ and skip the Working Backwards questions process.
View all versions
Export
Comments
Customer Personas
PRFAQ - Amazon Haul
SEATTLE — Amazon.com (NASDAQ: AMZN) today announced Amazon Haul, a new delivery option that lets customers choose a specific day to receive all their Amazon orders from the previous week, reducing delivery trips and offering more predictable delivery times.
Starting today, Prime members in select U.S. cities can opt to receive all their Amazon purchases in a single weekly delivery on their preferred day. This new service helps customers who want to ensure they're home for deliveries while also reducing Amazon's carbon footprint through consolidated shipping.
"Our customers have told us they want more control over when their packages arrive, and they care about sustainability," said [Senior VP of Amazon Operations]. "Amazon Haul addresses both needs by letting customers choose their delivery day while significantly reducing the number of delivery trips to their homes."
With Amazon Haul, customers simply select their preferred delivery day during checkout. All orders placed throughout the week are automatically consolidated and delivered together on their chosen day. The service is free for Prime members.
"As a working parent, knowing exactly when my packages will arrive has been game-changing," said Sarah Chen, an Amazon Haul beta tester in Seattle. "Instead of multiple deliveries throughout the week, I get everything on Saturdays when I'm home. It's more convenient and I feel good about reducing delivery trips to my house."
Based on the service description, here are relevant customer personas and their pain points:
PersonaDescriptionPain PointsThe Busy ProfessionalWorking parent who values predictability and wants weekend deliveries- Missing packages during work hours
FAQ
Q: How does Amazon Haul work? A: Customers select their preferred delivery day during checkout. Orders placed throughout the week are held at our fulfillment centers and consolidated for delivery on their chosen day. Customers can change their preferred day anytime.
Q: Is there an extra cost for Amazon Haul? A: No, Amazon Haul is included free with Prime membership.
Q: What if I need an item urgently? A: Customers can still select standard Prime delivery options for urgent items while maintaining Amazon Haul for other orders.
Q: Which cities have Amazon Haul? A: The service is launching in Seattle, Los Angeles, New York City, and Chicago, with plans to expand to additional cities throughout 2024-2025.
Q: How does this help sustainability? A: By consolidating multiple deliveries into one, we reduce the number of delivery trips and associated carbon emissions. Initial pilots show up to 30% reduction in last-mile delivery emissions.
Q: What happens if I'm not home on my delivery day? A: Customers can provide delivery instructions or select an Amazon Hub Locker as their delivery location. If no one is available to receive the delivery, we'll follow standard Amazon delivery procedures.
Documents Generation & Refinement
WBAI simulates targeted feedback from virtual customers and domain experts, surfacing blind spots and CX risks early so teams can strengthen their product direction.
View all versions
Export
Comments
Customer Personas
PRFAQ - Amazon Haul
SEATTLE—Amazon.com (NASDAQ: AMZN) today announced Amazon Haul, a new delivery option that lets customers choose a specific day to receive all their Amazon orders from the previous week, reducing delivery trips and offering more predictable delivery times.
Starting today, Prime members in select U.S. cities can opt to receive all their Amazon purchases in a single weekly delivery on their preferred day. This new service helps customers who want to ensure they're home for deliveries while also reducing Amazon's carbon footprint through consolidated shipping.
"Our customers have told us they want more control over when their packages arrive, and they care about sustainability," said [Senior VP of Amazon Operations]. "Amazon Haul addresses both needs by letting customers choose their delivery day while significantly reducing the number of delivery trips to their homes."
With Amazon Haul, customers simply select their preferred delivery day during checkout. All orders placed throughout the week are automatically consolidated and delivered together on their chosen day. The service is free for Prime members.
"As a working parent, knowing exactly when my packages will arrive has been game-changing," said Sarah Chen, an Amazon Haul beta tester in Seattle. "Instead of multiple deliveries throughout the week, I get everything on Saturdays when I'm home. It's more convenient and I feel good about reducing delivery trips to my house."
Based on the service description, here are relevant customer personas and their pain points:
PersonaDescriptionPain PointsThe Busy ProfessionalWorking parent who values predictability and wants weekend deliveries- Missing packages during work hours
FAQ
Q: How does Amazon Haul work? A: Customers select their preferred delivery day during checkout. Orders placed throughout the week are held at our fulfillment centers and consolidated for delivery on their chosen day. Customers can change their preferred day anytime.
Q: Is there an extra cost for Amazon Haul? A: No, Amazon Haul is included free with Prime membership.
Q: What if I need an item urgently? A: Customers can still select standard Prime delivery options for urgent items while maintaining Amazon Haul for other orders.
Q: Which cities have Amazon Haul? A: The service is launching in Seattle, Los Angeles, New York City, and Chicago, with plans to expand to additional cities throughout 2024-2025.
Q: How does this help sustainability? A: By consolidating multiple deliveries into one, we reduce the number of delivery trips and associated carbon emissions. Initial pilots show up to 30% reduction in last-mile delivery emissions.
Q: What happens if I'm not home on my delivery day? A: Customers can provide delivery instructions or select an Amazon Hub Locker as their delivery location. If no one is available to receive the delivery, we'll follow standard Amazon delivery procedures.
Shuai Xu
Reply or @ mention someone
While I appreciate the focus on delivery control, as a busy parent, I need to know specifically how flexible these delivery windows are. Will I be able to select evening deliveries after my kids are home from activities, or weekend times when I'm not juggling work and family commitments?
Recommended Action: Update the quote to include specific time window options that resonate with busy families.
Busy Parent
10:02 AM
BP
Was this information helpful?
Resolve
Consider adding explicit messaging about tracking status anomalies during customer clearance. CS data shows orders may incorrectly display ‘out for delivery’ while still in transit through customers, which drives customer contacts.
Customer Service Expert
9:42 AM
CS
Resolve
Consider adding a customer FAQ addressing the mobile-only limitation at launch, as CS data shows customers contacting support when unable to view orders on desktop.
Customer Service Expert
9:40 AM
CS
Resolve
Comments Filter
Resolve all
Working
Backwards ai
My projects
Help
Virtual Customer & Expert Feedback
PMs can’t access customer insights easily.
PM: Every day I’m trying to understand what customers need…but all the information lives in different places. I spend too much time manually connecting insights across disconnected systems ...
To understand the problem, let’s step into a PM’s day ...
PMs struggle to write high-quality PRDs with limited guidance.
PM: When I write a PRFAQ, I’m constantly unsure whether I’m focusing on the right customer, using the right insights, or crafting the narrative correctly. The worst part? I usually don’t realize I’m on the wrong path until the review meeting—after investing a ton of time and energy. I wish I had someone who could challenge my thinking earlier, before I get too far.
PMs don’t know when or how to involve the right experts
PM: Half of my anxiety comes from not knowing which expert I’m supposed to talk to.There are so many domain owners across Amazon, and every team sees risk differently. I hate the feeling of discovering—weeks later—that I should’ve involved CS or Tech much earlier. It makes me feel like I’m guessing my way through the process.
More sections are coming soon ...
Working Backwards AI is a generative-AI platform that simulates feedback from virtual customers and domain experts to help PMs refine product ideas and develop stronger PR/FAQ documents. Through multi-agent orchestration, WBAI evaluates concepts, identifies CX risks, and delivers customer-backed insights that turn early ideas into validated product directions.
Working Backwards AI
My Roles
Product Design
UI/UX Design
UX Research
Tools
Figma
Timeline
Feb 2025 - Present
I want to write a PRFAQ document.
I need some guidance.
Working Backwards is Amazon's approach to innovation that starts with the customer and works backward to create products, services, and experiences that truly meet their needs. Rather than starting with what's technically possible or what the business wants, we focus on what would genuinely delight customers.
Today, we'll structure our discussion around the 5 Customer Questions framework. Here's how we'll proceed:
Once we've thoroughly explored these questions, I'll help you generate a first-draft PRFAQ document that captures your idea in Amazon's standard format.
Would you like to proceed directly to the Listen stage, or do you have any questions about the Working Backwards process first?
Was this information helpful?
I can help you with writing a PRFAQ (Press Release/Frequently Asked Questions). Before we begin, I'd like to know your preference:
Was this information helpful?
Message Working Backwards AI
Usage is subject to data handling guidelines.
Working
Backwards ai
My projects
Help
WBAI rapidly generates customer problems, opportunity spaces, and concept directions from a simple prompt—helping PMs explore and shape ideas without long chat interactions.
AI-Powered Ideation
WBAI rapidly generates customer problems, opportunity spaces, and concept directions from a simple prompt—helping PMs explore and shape ideas without long chat interactions.
Working
Backwards ai
My projects
Help
Message Working Backwards AI
I can help you with writing a PRFAQ (Press Release/Frequently Asked Questions). Before we begin, I'd like to know your preference:
I will generate an example PRFAQ for you, skipping the Working Backwards questions process. Here’s a sample PRFAQ.
Created PRFAQ document
I want to write a PRFAQ for Amazon Haul.
Let’s write a sample PRFAQ and skip the Working Backwards questions process.
View all versions
Export
Comments
Customer Personas
PRFAQ - Amazon Haul
SEATTLE — Amazon.com (NASDAQ: AMZN) today announced Amazon Haul, a new delivery option that lets customers choose a specific day to receive all their Amazon orders from the previous week, reducing delivery trips and offering more predictable delivery times.
Starting today, Prime members in select U.S. cities can opt to receive all their Amazon purchases in a single weekly delivery on their preferred day. This new service helps customers who want to ensure they're home for deliveries while also reducing Amazon's carbon footprint through consolidated shipping.
"Our customers have told us they want more control over when their packages arrive, and they care about sustainability," said [Senior VP of Amazon Operations]. "Amazon Haul addresses both needs by letting customers choose their delivery day while significantly reducing the number of delivery trips to their homes."
With Amazon Haul, customers simply select their preferred delivery day during checkout. All orders placed throughout the week are automatically consolidated and delivered together on their chosen day. The service is free for Prime members.
"As a working parent, knowing exactly when my packages will arrive has been game-changing," said Sarah Chen, an Amazon Haul beta tester in Seattle. "Instead of multiple deliveries throughout the week, I get everything on Saturdays when I'm home. It's more convenient and I feel good about reducing delivery trips to my house."
Based on the service description, here are relevant customer personas and their pain points:
PersonaDescriptionPain PointsThe Busy ProfessionalWorking parent who values predictability and wants weekend deliveries- Missing packages during work hours
FAQ
Q: How does Amazon Haul work? A: Customers select their preferred delivery day during checkout. Orders placed throughout the week are held at our fulfillment centers and consolidated for delivery on their chosen day. Customers can change their preferred day anytime.
Q: Is there an extra cost for Amazon Haul? A: No, Amazon Haul is included free with Prime membership.
Q: What if I need an item urgently? A: Customers can still select standard Prime delivery options for urgent items while maintaining Amazon Haul for other orders.
Q: Which cities have Amazon Haul? A: The service is launching in Seattle, Los Angeles, New York City, and Chicago, with plans to expand to additional cities throughout 2024-2025.
Q: How does this help sustainability? A: By consolidating multiple deliveries into one, we reduce the number of delivery trips and associated carbon emissions. Initial pilots show up to 30% reduction in last-mile delivery emissions.
Q: What happens if I'm not home on my delivery day? A: Customers can provide delivery instructions or select an Amazon Hub Locker as their delivery location. If no one is available to receive the delivery, we'll follow standard Amazon delivery procedures.
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Customer Personas
PRFAQ - Amazon Haul
SEATTLE—Amazon.com (NASDAQ: AMZN) today announced Amazon Haul, a new delivery option that lets customers choose a specific day to receive all their Amazon orders from the previous week, reducing delivery trips and offering more predictable delivery times.
Starting today, Prime members in select U.S. cities can opt to receive all their Amazon purchases in a single weekly delivery on their preferred day. This new service helps customers who want to ensure they're home for deliveries while also reducing Amazon's carbon footprint through consolidated shipping.
"Our customers have told us they want more control over when their packages arrive, and they care about sustainability," said [Senior VP of Amazon Operations]. "Amazon Haul addresses both needs by letting customers choose their delivery day while significantly reducing the number of delivery trips to their homes."
With Amazon Haul, customers simply select their preferred delivery day during checkout. All orders placed throughout the week are automatically consolidated and delivered together on their chosen day. The service is free for Prime members.
"As a working parent, knowing exactly when my packages will arrive has been game-changing," said Sarah Chen, an Amazon Haul beta tester in Seattle. "Instead of multiple deliveries throughout the week, I get everything on Saturdays when I'm home. It's more convenient and I feel good about reducing delivery trips to my house."
Based on the service description, here are relevant customer personas and their pain points:
PersonaDescriptionPain PointsThe Busy ProfessionalWorking parent who values predictability and wants weekend deliveries- Missing packages during work hours
FAQ
Q: How does Amazon Haul work? A: Customers select their preferred delivery day during checkout. Orders placed throughout the week are held at our fulfillment centers and consolidated for delivery on their chosen day. Customers can change their preferred day anytime.
Q: Is there an extra cost for Amazon Haul? A: No, Amazon Haul is included free with Prime membership.
Q: What if I need an item urgently? A: Customers can still select standard Prime delivery options for urgent items while maintaining Amazon Haul for other orders.
Q: Which cities have Amazon Haul? A: The service is launching in Seattle, Los Angeles, New York City, and Chicago, with plans to expand to additional cities throughout 2024-2025.
Q: How does this help sustainability? A: By consolidating multiple deliveries into one, we reduce the number of delivery trips and associated carbon emissions. Initial pilots show up to 30% reduction in last-mile delivery emissions.
Q: What happens if I'm not home on my delivery day? A: Customers can provide delivery instructions or select an Amazon Hub Locker as their delivery location. If no one is available to receive the delivery, we'll follow standard Amazon delivery procedures.
Shuai Xu
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While I appreciate the focus on delivery control, as a busy parent, I need to know specifically how flexible these delivery windows are. Will I be able to select evening deliveries after my kids are home from activities, or weekend times when I'm not juggling work and family commitments?
Recommended Action: Update the quote to include specific time window options that resonate with busy families.
Busy Parent
10:02 AM
BP
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Consider adding explicit messaging about tracking status anomalies during customer clearance. CS data shows orders may incorrectly display ‘out for delivery’ while still in transit through customers, which drives customer contacts.
Customer Service Expert
9:42 AM
CS
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Consider adding a customer FAQ addressing the mobile-only limitation at launch, as CS data shows customers contacting support when unable to view orders on desktop.
Customer Service Expert
9:40 AM
CS
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