Aaron Mayor | UX/UI Designer
experience designer

Amazon X-Ray


Watching + Shopping = Immersive Experience

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. It takes the viewer away from the world the show has built.

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



Amazon is not just a streaming platform, it’s much more than that.

Much like other big tech companies, Amazon has behind it an ecosystem of products/platforms that can be used not only to differentiate but leverage them to provide more value to their users.



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

2. Mobile-Commerce is on the uptrend with 56% of smart device users intend on searching and/or purchasing goods on their device.


3. Amazon's competitive advantage is its eCommerce platform.



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. 




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.

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


The Sweet Spot


  • 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.



The Super Fan

A user persona that we have dubbed as the Super Fan has a fixation on not just the show and it's 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.


The Use Cases


The User Journey



To further develop Amazon's ecosystem we want 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 in Final Cut Pro. 



Josh Clayton, Copywriter

Aaron Mayor, Experience Designer

Allison Rinaldi, Art Director

Tools Used

  • Sketch

  • Principle

  • Final Cut Pro X