For my second project at TripleTen, I conducted user research focused on the Amazon Prime streaming experience. While Amazon is widely used for shopping, I noticed that Prime Video was rarely discussed among friends and family. Compared to other streaming platforms, it seemed that Amazon Prime had lower visibility and engagement. This had me questioning: Why isn’t Prime Video top-of-mind for users despite its large content library?

I had interviewed three participants about their experiences with Amazon Prime Video. Across all interviews, users described the platform’s content as disorganized and difficult to navigate. They struggled to discover relevant shows and felt that recommendations did not reflect their viewing history or interests. Another major point of confusion was distinguishing which titles were included in their membership versus which required additional payment.

Through these interviews, I found key usability and clarity gaps in content organization, personalization, and pricing transparency. The lack of clear categorization and tailored recommendations reduced content discoverability, while unclear labeling of paid versus included titles eroded trust and caused frustration. These insights highlighted opportunities to improve information hierarchy, recommendation systems, and visual cues to create a more intuitive and confidence-building streaming experience.