Aaron Mayor | UX/UI Designer
experience designer

Amazon X-Ray



My Role: Concept | UX | Prototype | Video Editing
Tools Used: Sketch | Principle | Final Cut Pro X

“We see our customers as invited guests to a party, and we are the hosts. It is our job to make the customer experience a little better.”
— Jeff Bezos


Amazon has 90 million subscribers to Amazon Prime, yet only 1/4 of them make use of Prime Video.

How can we differentiate Amazon's video streaming platform from the established players to increase its usage?



When watching a show, the last thing anyone wants is to be interrupted by advertising.

How can we advertise in a manner that is not intrusive, but instead further immerses the viewers into the story world of the show? 



Enhancing Amazon's already existing X-Ray feature with behind-the-scenes content, bonus footage, and relevant merchandise that is readily available for purchase in Amazon's shopping platform via a 2nd screen. 

This enhancement also gives the viewers the option to choose if, when, and what to view besides the show that they are watching. 







To kick-off the project we first conducted several interviews, sent out a survey that received dozens of responses, and turned to good old fashioned desk research i.e. google. From our research, we found key insights that would inform our design decisions moving forward.


Key Insights


(1) 81% of people use another device while they watch TV.

(2) 56% of people purchase goods on their smart device.


(3) Binge-watching and rewatching old favorites as background noise is fairly common.


These key insights helped us find a new opportunity in a space that Amazon is already in. While Amazon’s streaming platform may not be as successful as they want, their eCommerce platform is the golden standard. This is where we realized if those two platforms were better integrated with each other than we could create a space for Amazon customers to watch their shows and shop for merchandise related to the show ideally at the same time.

“As much as they’ve tried, Facebook and Google have never been able to turn their platforms into shopping destinations. Amazon doesn’t have that problem.”

The Sweet Spot

We synthesized this opportunity in a manner that explained the value of this endeavor to both Amazon’s customers and to Amazon itself.



  • Commercials and targeted advertising are intrusive, but Amazon X-Ray gives their users the power to choose if, when, and what to view besides the show that they are watching.

  • If people don't want to choose and want it all, the 2nd screen feature let's them do just that.



  • Amazon's current ecosystem has a lot of pieces in play, but they all need to work together in a seamless manner where a user would never want to leave Amazon's ecosystem.


  • Enhancing the X-Ray feature is simply a matter of updating what they already have with tangential bonus content and relevant merchandise.

  • Amazon would not be the first to implement 2nd screen technology, Disney and Nintendo have already incorporated 2nd screens into their offerings with success.



Initial Thoughts & Sketches

Based on the insights we uncovered during the Discovery Phase of the project, we began brainstorming with the mindset of just getting down as many ideas as possible on paper.

Many of the ideas were broad in thinking. We brought our research, key insights, and initial thoughts to our professors for their feedback and general guidance on what direction we should move forward on.

These initial sketches was a great exercise in thinking outside of the box and from the point of view our intended audience.



User Persona

With the research we had, we created a user persona that we have dubbed as the Super Fan. This super fan has a fixation on not just the show and its story and characters, but also on the world and time period that it is set in.

  • Has seen every episode of her favorite shows at least once

  • Has a strong passion for her favorite shows which has led her to watch cast interviews, crew commentary, behind-the-scenes footage, etc.

  • Has a strong desire to learn anything and everything that is even remotely related to the show and its characters.


Use Cases

We developed two separate use cases for this new enhancement to Amazon’s X-Ray feature.

We realized that having a 2nd smart device is pretty common but that is always not the case. With that in mind, we mapped out how this new feature would live on with a 2nd screen and with just one viewing screen.

In both instances, our users would still be able to choose when they want to use this new feature.


User Journey

Before jumping right into the design and prototyping phase, we wanted to make sure there were no holes in the execution of this idea.

This user journey helped serve as a roadmap when I began to build out screens in Sketch.



The 2nd Screen Shopping Experience

Incorporating a 2nd Screen feature on a separate device will keep their viewers fully immersed in the story worlds created by their favorite shows by taking advantage of the newly enhanced Amazon X-Ray.

See something in the show that piques your interest, the newly enhanced Amazon X-Ray can scratch that itch for you.

Browse the bonus content and related merch. When you feel ready to go back to viewing your show, it's just a tap away.

Or do both. At the same time. Watch your show and browse the content or shop the merch.


Shop the Show

If a 2nd screen isn't available, bonus content and show merchandise still all live on in Amazon's ecosystem.

A common complaint that we found in during our discovery phase is that Amazon is great if you know exactly what you are looking for but it can be overwhelming to pull the trigger with so many options to choose from.

With that thought, we created micro-sites dedicated to the shows where Amazon will curate relevant merchandise to be purchased.


The Near-Future

To further develop Amazon's ecosystem we got feedback to:

  • integrate Alexa into the X-Ray feature for users who need their hands free while watching their show

  • leverage data that Amazon already has on who's watching what and where then placing themed pop-up kiosks based on that data

Team Dynamic

Josh, Allison, and I pushed the idea of combining online shopping and online streaming to create a less intrusive way to showcase merchandise related to the show. 

For the video, Josh created the script and was the voiceover talent, Allison sourced the footage and audio, and I created mockups of the 2nd Screen using Sketch and Principle. I then brought it all together using Final Cut Pro. 



Josh Clayton, Copywriter

Aaron Mayor, Experience Designer

Allison Rinaldi, Art Director

Tools Used

  • Sketch

  • Principle

  • Final Cut Pro X