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Redesigning Prime Video app
Redesigning Prime Video app
A redesign focused on improving usability, visual consistency, and addressing user frustrations.
Project Overview
Project Overview
Role
Role
UX/UI Designer
UX/UI Designer
Duration
Duration
3-day sprint
3-day sprint
Scope
Scope
Business competitive analysis, Heuristic Evaluation, Visual Design & Prototyping
Business competitive analysis, Heuristic Evaluation, Visual Design & Prototyping
Tools
Tools
FIGMA
FIGMA
Prime video is one of the leading streaming platforms, offering a vast selection of movies and TV shows. However, its user interface presents several usability challenges, impacting the overall user experience. Through a heuristic evaluation, I identified key areas for improvement to enhance navigation, readability and visual consistency.
Challenge
Redesign six key screens of the Prime Video app, focusing on enhancing usability and improving UI inconsistencies.
Prime video is one of the leading streaming platforms, offering a vast selection of movies and TV shows. However, its user interface presents several usability challenges, impacting the overall user experience. Through a heuristic evaluation, I identified key areas for improvement to enhance navigation, readability and visual consistency.
Challenge
Redesign six key screens of the Prime Video app, focusing on enhancing usability and improving UI inconsistencies.
Heuristics Analysis
Heuristics Analysis
10
Severity #1 Problems
3
Severity #2 Problems
5
Severity #4 & #5 Problems
In the process of redesigning the Amazon Prime Video app, I conducted a comprehensive heuristic evaluation to identify key usability issues that could hinder a smooth and intuitive user experience. These principles—such as consistency, user control, feedback, and aesthetic clarity—are essential to creating a seamless interface that allows users to navigate and interact with the app effortlessly.
During the evaluation of Prime Video’s app, several issues were identified. These problems included:
1. Navigation and Hierarchy Issues – The app’s navigation was not intuitive, causing confusion in content discovery, as the information was scattered across multiple sections with little clarity.
2. Inconsistent Visual Design – The thumbnails for content had inconsistent proportions, which not only made the design feel cluttered but also hindered the visual coherence of the interface.
3. Poor Visibility of Key Information – Important distinctions between “Watch Now” and “Purchase” content were unclear, leaving users frustrated when trying to distinguish between free and paid content.
4. Limited Interaction Feedback – The app lacked clear visual feedback when users interacted with elements like adding content to “My List” or “Watch Later,” leaving users unsure whether their actions were successful.
5. Legibility Issues – Some text was hard to read due to small font size or poor contrast, which is a major issue for accessibility.
6. Inconsistent Filters and Categories – Users faced difficulties finding relevant content quickly due to a lack of clear categories and search options.
Heuristics Analysis
10
Severity #1 Problems
3
Severity #2 Problems
5
Severity #4 & #5 Problems
In the process of redesigning the Amazon Prime Video app, I conducted a comprehensive heuristic evaluation to identify key usability issues that could hinder a smooth and intuitive user experience. These principles—such as consistency, user control, feedback, and aesthetic clarity—are essential to creating a seamless interface that allows users to navigate and interact with the app effortlessly.
During the evaluation of Prime Video’s app, several issues were identified. These problems included:
1. Navigation and Hierarchy Issues – The app’s navigation was not intuitive, causing confusion in content discovery, as the information was scattered across multiple sections with little clarity.
2. Inconsistent Visual Design – The thumbnails for content had inconsistent proportions, which not only made the design feel cluttered but also hindered the visual coherence of the interface.
3. Poor Visibility of Key Information – Important distinctions between “Watch Now” and “Purchase” content were unclear, leaving users frustrated when trying to distinguish between free and paid content.
4. Limited Interaction Feedback – The app lacked clear visual feedback when users interacted with elements like adding content to “My List” or “Watch Later,” leaving users unsure whether their actions were successful.
5. Legibility Issues – Some text was hard to read due to small font size or poor contrast, which is a major issue for accessibility.
6. Inconsistent Filters and Categories – Users faced difficulties finding relevant content quickly due to a lack of clear categories and search options.
The Redesign
The Redesign
For my redesign of the Amazon Prime Video app, I focused on improving the user experience by making navigation simpler and the content easier to view. In the original app, the content was displayed horizontally, in circles, and in different styles, which felt inconsistent and distracting. I decided to use a vertical layout for the content, as it is much more intuitive on mobile devices. This way, everything is clearer and more organized.
For my redesign of the Amazon Prime Video app, I focused on improving the user experience by making navigation simpler and the content easier to view. In the original app, the content was displayed horizontally, in circles, and in different styles, which felt inconsistent and distracting. I decided to use a vertical layout for the content, as it is much more intuitive on mobile devices. This way, everything is clearer and more organized.
Before
Before
After
After
A major change I made was to the “Continue Watching” section, which I moved to the top to make it easier to find. I also simplified the process of starting a movie. In my redesign, pressing the Play button takes you directly to the video player, so you can start watching right away. In the original app, no matter where you click—whether it’s the Play button or the content tile—it first takes you to a detailed information page before you can actually play the movie, which adds unnecessary steps to what should be a quick process.
In addition to these navigation improvements, I made significant changes to the multimedia content player, particularly with the X-Ray feature. In the original app, the X-Ray information (such as fun facts, songs, and actor details) was displayed without any background, making it hard to read as it blended with the scene playing in the background. In my redesign, I added a background behind the text of the X-Ray feature and reduced the opacity of the video content when viewing this information, making it much easier to read.
A major change I made was to the “Continue Watching” section, which I moved to the top to make it easier to find. I also simplified the process of starting a movie. In my redesign, pressing the Play button takes you directly to the video player, so you can start watching right away. In the original app, no matter where you click—whether it’s the Play button or the content tile—it first takes you to a detailed information page before you can actually play the movie, which adds unnecessary steps to what should be a quick process.
In addition to these navigation improvements, I made significant changes to the multimedia content player, particularly with the X-Ray feature. In the original app, the X-Ray information (such as fun facts, songs, and actor details) was displayed without any background, making it hard to read as it blended with the scene playing in the background. In my redesign, I added a background behind the text of the X-Ray feature and reduced the opacity of the video content when viewing this information, making it much easier to read.
I also reworked the top navigation bar’s UX writing, restructuring the search and filtering options. I divided these options into distinct categories: “TV Shows,” “Movies,” and “Categories,” where users can explore specific genres and themes. In the original app, these filtering options were not as clearly defined. I chose this approach because it improves the user’s ability to quickly locate content based on their preferences, making the app more intuitive and responsive to the user’s needs.
Furthermore, I decided to remove the “Sports” and “Live TV” sections from the main navigation and integrate them into “Categories.” This change was made for several reasons. First, it helps streamline the navigation, reducing clutter and unnecessary options. By placing these features within the broader “Categories” section, users can access a variety of content in one place without feeling overwhelmed by isolated sections. This approach fosters a more cohesive and simplified user journey.
By making these changes, I focused on making the app easier to use, helping users get to what they want faster and improving the overall readability of important features.
I also reworked the top navigation bar’s UX writing, restructuring the search and filtering options. I divided these options into distinct categories: “TV Shows,” “Movies,” and “Categories,” where users can explore specific genres and themes. In the original app, these filtering options were not as clearly defined. I chose this approach because it improves the user’s ability to quickly locate content based on their preferences, making the app more intuitive and responsive to the user’s needs.
Furthermore, I decided to remove the “Sports” and “Live TV” sections from the main navigation and integrate them into “Categories.” This change was made for several reasons. First, it helps streamline the navigation, reducing clutter and unnecessary options. By placing these features within the broader “Categories” section, users can access a variety of content in one place without feeling overwhelmed by isolated sections. This approach fosters a more cohesive and simplified user journey.
By making these changes, I focused on making the app easier to use, helping users get to what they want faster and improving the overall readability of important features.
Another significant improvement in the redesign was the addition of arrow buttons on the right side of each recommended section on the homepage. These arrows clearly indicate to the user that they can access the full category without needing to endlessly scroll through the homepage. Clicking on an arrow takes the user to a dedicated page where all items within that category (e.g., recommended movies) are neatly displayed. This contrasts with the original Prime Video design, where some sections included an arrow, others featured a circular thumbnail linking to a category, and others had no clear navigation cues at all. This inconsistency created confusion for users, making it unclear how to explore categories efficiently. By standardizing the navigation with clear, consistent arrow buttons, the redesign significantly improved the discoverability and usability of these sections.
To further improve usability, I added quick-action buttons (“Play” and “Add to List”) to the recommendations section on the homepage. This allows users to interact with content without needing to open a separate screen, reducing unnecessary steps.
Another significant improvement in the redesign was the addition of arrow buttons on the right side of each recommended section on the homepage. These arrows clearly indicate to the user that they can access the full category without needing to endlessly scroll through the homepage. Clicking on an arrow takes the user to a dedicated page where all items within that category (e.g., recommended movies) are neatly displayed. This contrasts with the original Prime Video design, where some sections included an arrow, others featured a circular thumbnail linking to a category, and others had no clear navigation cues at all. This inconsistency created confusion for users, making it unclear how to explore categories efficiently. By standardizing the navigation with clear, consistent arrow buttons, the redesign significantly improved the discoverability and usability of these sections.
To further improve usability, I added quick-action buttons (“Play” and “Add to List”) to the recommendations section on the homepage. This allows users to interact with content without needing to open a separate screen, reducing unnecessary steps.
Ángela Menéndez - UX/UI Designer
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