1. Name: Sourabh Pal
Email id: getsourabhpal@gmail.com
Role, Company: Swaniti Intiative, Project Manager
Assignment 1
Intent Framework & User Flows

2. The objective of this case study is to clearly articulate and
understand the use of 4 part intent framework.
● Define at least 2 user flows (each >3 steps) for the product and differentiate
between the specific needs, intents of users during each of those steps.
● Design new processes/actions using the above insights to develop new
user flows that optimize for users completing the entire flow
PS: If you believe the current flows are already perfect, describe how the current
flow accurately serves the user intent at each step.
Problem Statement

3. Contents
● Background
● Intent Framework
● Existing User Flows
● Optimised Flows

4. Background
Amazon
Amazon offers a range of advantages spanning e-commerce, entertainment,
and digital content, including:
• Swift and complimentary shipping for eligible products.
• Exclusive deals and discounts.
• Expedited shipping options for a convenient shopping experience.
• Access to an extensive collection of movies, TV shows, and original content
through Prime Video.
• Access to a music streaming service with a vast library of millions of songs
through Prime Music.

5. Intent
framework
The intent framework is a strategic method to enhance user
experiences and increase conversions. Its main components are
as follows:
1.Generate: Stimulate interest by utilizing advertising, content,
and referrals.
2.Attract: Draw in users who have a specific need or intention
through targeted campaigns.
3.Enhance: Bolster purchase intent, tackle objections, and
optimize product pages.
4.Deliver: Offer a smooth user experience with onboarding
resources and responsive support.
By implementing the intent framework, we can effectively steer
users through the conversion process, leading to improved
success and customer satisfaction.

6. Existing User Flow
User Journey 1: Subscription to Amazon Prime
● User visits the Amazon Prime subscription page.
● User explores the benefits and features of
Amazon Prime.
● User selects the desired subscription plan.
● User provides payment information.
● User completes the subscription process and
becomes a Prime member.
User Journey 2: Buying a Product
● User searches for a product on Amazon.
● User finds the desired product and views its
details.
● User adds the product to the cart.
● User proceeds to the checkout page.
● User provides shipping and payment information.
● User completes the purchase and receives an
order confirmation.

7. Opportunity and Solution
Subscription to Amazon Prime
Create:
Opportunity: Increase
awareness of Amazon
Prime benefits and
features.
Solution: Implement
personalized
recommendations based on
user preferences and
previous purchases to
highlight the value
proposition of Prime.
Acquire:
Opportunity: Simplify
the subscription process to
reduce friction.
Solution: Implement a
one-click subscription
option for returning
customers and streamline
the checkout flow by
minimizing the number of
steps required.
Shape:
Opportunity: Optimize
payment information entry
to reduce abandonment.
Solution: Integrate with
secure payment providers
and offer a variety of
payment methods. Enable
auto-fill or saved payment
options to streamline the
process.
Serve:
Opportunity: Enhance
onboarding experience for
new Prime subscribers.
Solution: Provide a
personalized welcome
guide upon subscription,
highlighting popular Prime
features and offering a
seamless transition to the
Prime services.

8. Buying a Product
Create:
Opportunity: Improve
product discovery and
selection.
Solution: Enhance the
search functionality to
provide accurate and
relevant results. Implement
personalized product
recommendations based on
browsing history and
preferences.
Acquire:
Opportunity: Simplify
the checkout process and
reduce cart abandonment.
Solution: Implement a
persistent shopping cart
that follows the user across
devices and sessions. Offer
guest checkout for new
customers to minimize
barriers to purchase.
Shape:
Opportunity: Optimize
the shipping and payment
options.
Solution: Offer multiple
shipping options with
transparent delivery
estimates. Provide a wide
range of payment methods
and ensure a seamless
transition from cart to
payment.
Serve:
Opportunity: Enhance
post-purchase
communication and
tracking.
Solution: Send timely
order updates and tracking
information via email or
SMS. Integrate with
delivery partners to provide
real-time tracking within
the Amazon app and
website.
Opportunity and Solution

9. Lorem Ipsum
Subscription to Amazon Prime
Awareness - Amazon utilizes multiple channels such
as online advertisements, email marketing, and
website banners to generate awareness about
Amazon Prime.
Interest - The Amazon Prime landing page presents
comprehensive details regarding membership
features, pricing, and benefits, effectively piquing the
interest of potential users.
Sign-up - The sign-up process is simple and
straightforward, enabling users to effortlessly complete
the required steps and become Prime members.
Buying a Product
Browsing - Users have the option to browse through
Amazon's wide range of products and categories,
taking advantage of the platform's extensive selection.
Selection - Amazon offers comprehensive product
information, reviews, and recommendations to aid
users in making well-informed buying choices.
Purchase - The purchasing process is smooth and
streamlined, enabling users to efficiently finalize
transactions.
User Journey 1 User Journey 2
Optimised User Flow

10. Thank You!