Affinity @Amazon
Optimizing Chime’s Mobile Search for Enhanced Cross-Communication
product Design | Summer 2023
Background
Chime is a communications platform utilized by Amazon personnel for seamless coordination of team gatherings, mentor or manager 1:1 sessions, and for engaging with the broader Amazon community within a hybrid business environment.
Search functionality is integral to the Chime mobile/desktop experience, and is one of the key tools needed for developers, product managers, and other Amazonians to collaborate with employees both locally and globally.
The previous filtering experience on Chime:
Utilized a scrollable menu within the search bar
Was not a pleasant experience, requiring an employee’s full alias for differentiation
Mobile application’s limited functionality/personalization not meet design accessibility standards
Previous search experience on Chime
User scope and journey
Iconography
Market analysis
key takeaways
Qualitative Research
Low-Fidelity Exploration
Code
Project Scope Graphic
Timeline
CLIENT
2 Months
Amazon PXT
Tools used
Figma
AfterEffects
Python
Ultimately, users require a swift means of locating other Amazon employees using specific criteria, while also having the ability to customize their Chime profiles in an efficient and intuitive manner.
Chime’s primary user is an Amazonian in a corporate or field position communicating with other Amazonians using Chime’s global network.
For this case study, the focus was placed specifically on the ‘search’ filtering experience utilizing preexisting affinity groups at Amazon. As Chime develops, users will eventually be able to further customize their personalization.
SLACK
Utilizes a dual-faceted filter system
Combines keyword searches with contextual filters like date ranges, channels, and key phrases (i.e. “intern” or “Seattle”)
Includes personalization options, such as banners, tenure, and pronouns
MICROSOFT TEAMS
Uses NLP to narrow down messages or files in a conversational manner
Includes personalization options based on user activity
GOOGLE CHAT
Leverages Google’s search prowess by searching for organization-specific events, attachments, and key phrases within Google’s cloud network
KEY TAKEAWAYS
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is NOT a video
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This COULD be a video
This is avideo
Intra-firm communication tools refine their searches through continuous iterations, indicating the need for a more adaptable and easy-to-navigate search experience
There is a diverse range of entry points for filtering. High-level communication tools allow for a multitude of methods of narrowing down results
Search tools will often utilize preexsting technology and resources as a means of increasing connectivity
To visually enhance and personalize the user search experience, I decided to utilize Amazon’s 12 preexisting Affinity Groups to create personalizable icons reflective of an Amazon employee’s identity at Amazon.
The following icons were produced using Iconify for initial designs and Photoshop for adherence to Adobe’s color establishment guidelines
Integrating these groups into Amazon Chime’s search functionality not only capitalizes on an existing framework of personalization but also enhances user experience by offering a familiar way to connect.
Given that these groups already link to Amazon’s other communication tools -like PhoneTool, Outlook, and Slack—leveraging them within Chime feels intuitive, additionally fostering a sense of community and belonging.
Encompassing nature of affinity groups reflects Amazon’s commitment to diversity and inclusion along with an interconnected workforce.
Search is an iterative process
Multiple convenient entry points to filter results
Filter category framed in concise/digestible way
Affinity Groups as a Employee Resource Tool for better personalization and community-building opportunities
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This is avideo
This MAY be a video
This is avideo
My role
Product Strategy
User Experience
Back-End Processing
Usability Testing
code! beep boop beep boop
Final Designs
Contact Page
Settings Page
Call History
Status Page
Meeting Members Page
Conclusions
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AHHHHHHHHHHHH
AHHHHHHHHHHHH
AHHHHHHHHHHHH
AHHHHHHHHHHHH
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something like "like what you see?”
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