After nearly ten years of a very sub-optimal user interface, Amazon has shared a preview of their improved user interface for the Amazon Prime Video service with The Wrap.
The company has been working on the improved look for 18 months now, with Amazon saying they felt the “need to evolve the customer experience.”
The new user interface is more user friendly with a simplified menu, six primary pages: Home, Store, Find, Live TV, Free With Ads, and My Stuff and the use of larger boxes for some contents to highlight them.
“We’ve now employed scale to help customers easily identify some of our best content,” said Helena Cerna, Prime Video’s core tech director of product management. “On the home page, customers will see Amazon Originals and Exclusives presented using large poster art with in-line trailer playback.”
The “Continue Watching” row will now be stationed high for viewers looking to easily jump back into a recent title.
The “Sports” tab on the sub-navigation menu provides easy access to MLB, NBA, soccer and more. The “Live TV” page also functions as a hub for streaming stations, including live sports and events.
A new Super Carousel will promote key Prime Video exclusive titles, while a “Top 10 Chart” to showcase trending content. A blue checkmark will also signify whether content is included within a Prime membership, while content which is not free will be marked by a shopping bag icon.
“We’ve invested in better content descriptors to give customers a sense of what a title is like,” Cerna told us. “Customers will notice them on the detail page with tags like ‘Inspiring,’ ‘Frightening,’ or ‘Feel-good.’”
Amazon will begin rolling out the new, redesigned user experience, with the update coming first to Prime Video on living room and Android devices and then to all Prime customers worldwide this summer.
