A redesign of the Prime Video streaming service
tvOS Side project


Project length



Competitor Analysis
User Research
Cognitive walkthrough
Card Sorting
Task flows
Usability testing


Sketch App
Marvel app

Project team

Just myself 🙂


Prime Video is a streaming service provided by Amazon. As a devoted Prime user I have been using Prime Video to watch some of my favourite shows. I have heard some mixed reviews about experience with this app both from my family and friends, so I decided to evaluate this app and see if there is anything that I could do to improve experience with this app.

Project overview: Competitor Analysis > Interviews > Personas > Cognitive Walkthrough > Sitemap > Wireframes > Low and High-fidelity prototypes > Animation > Demo creation.


To understand what the current experience users have with the Amazon Prime Video streaming service, I looked at the following:

  • What the Amazon Prime Video users think about it (reviews).
  • What is the competition like (competitor analysis).

What the Prime Video users think

The preliminary research involved reading the reviews of people who are already using this streaming service. I’ve narrowed down the experience of the app based mostly on the experience of the app (rather than their content). Some of the most notable comments have been highlighted below.

The good:

  • There is a preview text on every show selected (text-wise) so the viewer can decide whether they want to see it by first reading about it.
  • Star rating of the shows.
  • The app provides the trailers of movies.
  • The app makes it clear the particular movie / show is included with Prime.
  • It makes it easy to select which season of a TV show I want to see.

The bad:

  • There is a lot of movies and TV shows in one pile / on one screen. This makes it quite hard to scan.
  • It shows films you have to pay extra for (supposedly included in your Amazon Prime subscription). If I am already subscribed and pay for Prime, why paying again?
  • Using it on TV is “pain in the butt”.
  • There is limited info and zero option to read further unless I Google or IMDB the show.
  • The app does not remember where the film was paused. When went back to, it is to RENT in order to be watched again.
  • There is no category “Continue” or “Resume” watching. The TV show needs to be first found and then watched.
  • There is no “skip intro” feature when an episode of a TV show is being played.

I’ve also done a competitor analysis of the other main two video streaming services: Netflix and Now TV. Their SWOT analysis can be seen below.

I also conducted content audit on the Prime Video app to see what content it displays to its users.


The experience with the Prime Video service clearly suggests there is a problem with how users discover new content (too many shows and films on one screens) and retrieve content they’ve previously been exposed to (no “Continue” or “Resume” feature). Many users are frustrated when they use it on TV too, i.e. they said they preferred watching their favourite content on their laptops. For the purposes of this project I decided to focus on improving the experience with the Prime Video app on a TV with existing customers.


To understand how current users interact with the Prime Video app, I used the “Cognitive Walkthrough” method, where I asked my participants to complete a series of tasks and asked some questions to evaluate how easy or difficult they find using the app.

I tested the app with two users. One who uses Prime Video on Apple TV (this evaluation happened on-site at the participant’s home), and the other one who uses Prime Video on Samsung TV (this evaluation took place off-site via Skype). Whilst the testing was taking place, I also asked my participants to think-aloud (so to understand their actions better).


From my interviews and cognitive walkthroughs, I pulled out a few recurring patterns about the features that are currently causing issues. To organise it better I created the affinity map.

Problem Statement

“Our busy working professional finds little time to watch her favourite shows. Our solution should improve her browsing experience so she can find what she likes more easily and more quickly.”


Once I better understood the needs of my users, explored the content in the Prime Video app, and learnt what the gaps that need filling were, I started forming my content strategy.

User journey mapping

To visualise how my users interact with the product I created some user journey maps. I decided to focus on representing the action of finding a show and adding it to favourites by Adam (the persona I’ve created). User journey maps are great to represent the direct contact the users have with the product (making it more user-centric).


The experience has been designed to be simple; the content easy to discover and – in order to avoid clutter – its choices reduced to minimum. Additionally, since the size of the TV screen is much larger than of a laptop or a mobile phone, it allowed me to make the graphics larger therefore creating a much richer user experience.