Fix low discoverability of the save-to-List option on Amazon product pages

On Amazon's product detail page, shoppers can save a product to a List. The company wants more shoppers to save products to Lists from that page, and user testing has found that many shoppers do not know the List feature exists. You are the product manager: propose how you would raise the number of shoppers who save products to a List. Pick either the desktop or the mobile experience and stay with it. Visuals can be rough: a hand sketch, a quick wireframe or, without a whiteboard, a clear description of the layout is enough. Your proposal will be judged on empathy for what motivates shoppers, instinct for what makes a product usable and delightful, a structured breakdown of the problem, and a clear, persuasive presentation. ### Clarifying Questions - Is success more shoppers saving at least once, more saves per shopper, or the return visits and purchases that saving might lead to? - Is there a reason the team cares more about desktop or about mobile, or is the choice entirely mine? - Are signed-out shoppers in scope, and do they have to sign in before they can save? - May I move the existing List control, or should the page layout stay largely as it is? ### Part 1 — Why Lists are underused today What assumptions would you make about the current product detail page, and why might the List feature not be used much? ```hint Separate the barriers Not knowing the control exists is one barrier. Think about what else could stop a shopper who does notice it: what they think a List is for, and what it costs them to use one. ``` #### What This Part Should Cover - Hypotheses about visibility: where the control sits relative to the purchase buttons on the chosen platform. - Hypotheses about understood value and about friction, beyond awareness. - How each hypothesis would be checked with data or research. ### Part 2 — What you would build and test What would you build and test to increase List usage, roughly what would it look like on the page, and why do you think it will work? ```hint Match the moment A shopper comparing options or waiting for a better price is in a different moment from one ready to buy now. Ask where on the page, and when, saving solves a problem for the shopper. ``` #### What This Part Should Cover - One or two concrete concepts tied to the Part 1 hypotheses rather than a list of small tweaks. - A rough layout showing where the new elements sit relative to price and the purchase buttons. - A rationale grounded in shopper motivation, and an experiment design (variants, randomization unit, duration). ### Part 3 — Measuring success and failure How would you measure whether your change succeeded or failed? ```hint Saves are not the end A save that never leads to a return visit or a purchase may be worth little. Pair the main metric with signals that would show the change backfired. ``` #### What This Part Should Cover - A precisely defined primary metric with its denominator and a decision rule set in advance. - Signals that saves create downstream value. - Guardrails protecting purchases and page experience, read by segment. ### Part 4 — Downsides and risks What are the downsides or risks of your proposed changes, if any? ```hint Mind the Buy button The detail page's most valuable job is the purchase. Consider how a more prominent save option could interact with that job and with an already busy page. ``` #### What This Part Should Cover - Effects on immediate purchases and on page clutter. - Ways the metric could be inflated without real value. - Mitigations and the results that would stop the launch. ### What a Strong Answer Covers - A clear choice of desktop or mobile, with a reason, applied consistently across all parts. - A traceable line from shopper motivation to hypothesis to design to metric. - Specific, testable proposals instead of generic suggestions. - A simple, readable sketch or layout description. - A structured, persuasive delivery that acknowledges trade-offs. ### Follow-up Questions - Your test lifts saves sharply, but purchases started from the detail page fall slightly. Do you ship? - How would your design change if you had picked the other platform? - How would you use saved items afterward, such as reminders or price alerts, without it feeling like spam?