Kindle Store International Research

Problem: We were working on the China Kindle store and it was apparent that we had a lot of unanswered questions about our non-U.S. customer behavior. This was particularly important input when deciding when and where to diverge from US standard practices, and where we should maintain consistency.

My Role(s): I owned this project. I formulated the plan, worked with Kindle content leadership to make customer research an integral part of our international launch plans. I created the project plans, worked with vendors, created participant screeners and study guides, and managed budgets. After each project I worked with the product team to identify the areas for improvement.

Results: This program allowed the Kindle Store to identify specific customer problems in markets outside the US. I worked with the team to conduct customer research in China, Brazil, and Japan. From this initial ethnographic work, we followed up with baseline studies to see how effective our previous decisions were and where to focus priorities for the upcoming year. This program elevated our customer knowledge and resulted in multiple product decisions that we wouldn't have come to otherwise.