With the increase of Amazon customers sharing their accounts with others in their families or households, there was a need to create a CX (and secure data storage solution) that would allow customers to declare who was logged in, shopping, watching, listening or talking (Alexa) that would allow Amazon to continue to personalize the experience appropriately based on their profile.
Develop a “person-centric” identity model and CX that introduces the concept of profiles and multiple profiles in a shared account scenario, which will be common and reusable across all of Amazon, including Alexa, Video, and Shopping, and will enable privacy, personalization and shared experiences for both new and existing Amazon customers.
The consumer Profile team gathered use cases from across Amazon to begin to integrate profile usage and onboard customers. One of the first instances was allowing a customer the ability to provide highly sensitive data (body weight, height, measurements and images) that would result in personalized fit recommendations while shopping for clothing and shoes.
Customers who share their account, but shop for themselves on their own device don't want to be shown recommendations for the other members in their account and vice versa. Storing personal data and surfacing personalized recommendations in clothing and shoes helps reduce the ambiguity for customers when shopping online that is otherwise a very visceral, tangible item to ultimately decide on.
With the customer's size and fit preferences now saved to their central profile, recommendations would populate their shopping experience based on both implicit and explicit signals retrieved from the customer data, matched with data also stored about the item they were viewing. For example, the recommendations were intelligent enough to adjust based on reviews that reported a garment fit loose, paired how the customer preferred their clothing to fall.
With the successful launch of fit and size recommendation, the Profile team expanded their data storage use cases to allow for and utilize data stored securely for the Prime Stylist and Personal Shopper programs. From a CX perspective, this felt like an opportune time to also develop a reusable, scalable profile card system. This ensured the customer trusted that they were viewing and answering questions for their unique profile, that they were storing inputs to one central location, and that each input was only being stored in their profile once. This alleviated dual, sometimes conflicting versions of data and allowed for ease of use when customers wanted to view, edit, or delete their information or profile. This stored data was also available to be used across other departments on the retail site, allowing for an expansion of recommendations. A customer's height and weight, for instance has many uses in terms of providing highly personalized, contextually relevant recommendations from healthcare, sporting goods, to furniture and clothing.
