Case Study
Amazon Prime Video digital wallet integration
Project Summary
FIRST THING
In this UX case study, we will explore how digital wallet payments were added to the check out flow for Asia-Pacific (APAC) streaming market customers for "Amazon Prime Video."
SECOND THING
The goal was to create a seamless check out flow that was a light technical lift, consistent with the Amazon interface and user-friendly for APAC digital wallet users.
Problem Statement and Goals
Key metrics
Launching alternate payment methods is critical to expanding acquisition in emerging locales. Enabling digital wallets widens the socio-economic bands that can subscribe to APV.
70%
APAC customers use digital wallets for online payments
12%
APAC customers use credit cards for online payments
2027
digital wallets are expected to capture 77% of APAC online payments, while credit cards are expected to fall to 9%
Insights
Problem
The shift towards digital wallets over credit cards among Asia-Pacific consumers posed a challenge for Amazon Prime Video. To stay competitive the platform had to quickly adapt by integrating digital wallet payments.
Solution
Create digital wallet integration for check out that seamlessly fits within Amazon 's existing development framework.
UI adheres to the platform's established design guidelines, ensuring consistency and brand alignment.
TO ACHIEVE THIS (Starting with Indonesian market)
Conduct users Interviews
Competitor Analysis
Design prototype, test, repeat
Goals
User Interiews
Conduct users Interviews with Indonesian consumers who use digital wallet to pay for streaming video competitors.
Design Solution
Create deliverables that can be quickly turned into prototypes and iterated on as needed.
Fits Within Scope
Must be a light technical lift for developers to implement that can go live within the stakeholders established time and parameters.
Business Impact
Increased Customer Retention & Revenue Growth
Expanded market reach
Enhanced customer experience
Research
FIRST
I did a competitor analysis to see how major players in streaming and ecomerce in Indonesia set up digital wallet payments options.
SECOND
I created a test plan and wrote a script.
THIRD
I conducted virtual interviews with 20+ international APAC customers that use digital wallet payment on a daily basis.
FOURTH
Lastly I designed flows, high resolution wire frames and created prototypes that were iterated on after usability testing.
Ma'ruf Amin
“I use my digital wallet to pay for everything. It just feels safer”
Design & Prototype
New customer flow
In this prototype, a first time Indonesian user signs up for Prime Video. They have no payment method on file, and no address on file.
Design & Prototype
New field for digital wallet 
Wallet selection drop down
New field for digital wallet Challenges: Technical Limitations
PAYMENT AGGREGATOR
Given the high awareness and preference for digital wallets in APAC, and time delegated to finishing the project, the dev team had to use a payments aggregator (Boku) to move faster with a single integration.
EASY SERVICE
As part of this launch, we developed a EasyService to solve for subscription cancelation using digital wallets. This also solves for non-recurring payment method use cases
Team Challenges
A challenged emerged when stakeholders wanted to keep payment processing in-house due to control and security concerns.
By collaborating with the development team, we demonstrated the benefits of a third-party payment gateway, including enhanced security and user convenience.
We reached a compromise by agreeing to add the gateway integration to the tech roadmap, ensuring a phased and controlled implementation.
&#@*!
Proving the solution
Results So Far
Because of the work done on this project, future work with digital wallets will be easier
65%
Reduction in development time for new digital wallets in any country
12%
International PV revenue now comes from subscribers who use digital wallet
+111K
Digital wallets have driven PV starts
58%
Increase in new paid subscribers