Amazon

Prime onboarding, delivered efficiently

Onboarding
Learning

A forward-thinking experience, fuelled by a strong EVP

UX Design Gamification Interactivity

Challenge

Like most employers who recruit in large numbers, Amazon were facing many challenges in light of the recruitment crisis following the pandemic. Particularly with day one no-shows, high early-life attrition and low engagement of new employees. Although unlike many employers, some initial training had to be completed by new recruits before they started, and it was delivered online via a lengthy powerpoint presentation. 

Solution

We needed to develop a digital solution which was accessible by anyone, at any time.  It needed to be engaging and provide a platform for Amazon to get across the vibrant culture of the fulfilment centres, as well as important information the new employees needed to know. It also needed to be easy and intuitive to use so that people of all ages, abilities and nationalities would feel included.

Outcome

The resulting development work has seen us produce a mobile-first, onboarding experience. Containing essential training mixed with content that conveys the culture and diversity, and information that reinforces why they made the right choice by joining Amazon. It familiarises people with the role to avoid job shock, builds excitement, shows the impact they’ll have, and embeds loyalty before they’ve even started.

concept

Overcoming challenging times for recruitment

During and throughout the pandemic, recruitment and retention was challenging for all employers, but with the increased demand for online shopping, the Amazon fulfilment and delivery functions were under added pressure.  And this was in addition to the usual issues of attrition and day 1 no-shows generally experienced in volume recruitment. 

Amazon’s onboarding process involved a 2-hour training session, delivered online via a lengthy Powerpoint presentation.  And although paid for this, new employees had to attend this in their own time, at a time set by Amazon.  No shows were high and interest was difficult to keep high during the presentation.

gamification

Redefining the experience

The new onboarding experience had to tick a lot of boxes. It had to:

  • Be engaging, fun and easy to use
  • Be accessible for all 
  • Be interactive to cement learning
  • Allow feedback to review the experience
  • Convey culture and environment
  • Reiterate why people should work at Amazon
  • Embed Amazon values

showing the journey

Accessibility

One of our primary factors in design was making the experience accessible for all – in every way possible.  As well as making sure people with disabilities were well-catered for, there were many other factors to consider to make the experience truly accessible. The demographics of our new employees meant that devices being used would be much more varied, connectivity and internet speed might be more limited, and English would not be a first language in many cases, 

Through careful design, we used animations, imagery and familiar iconography. We also took a visual-heavy and word-light approach to keep the platform clean, simple and engaging for all.  Where text was unavoidable, users would be served the learning content in their preferred language, preset in Cornerstone.  This meant providing 15 versions of the SCORM file but it was an essential factor in ensuring total inclusion.  

Catering for all devices and connectivity provided some challenges but clear designs and an adaptable approach to development meant these were accommodated.

Keeping engagement high

 

Designing the user experience so that all elements were completed and absorbed was paramount to the success of this project.  The user first lands on a page that sets the mood for the experience whilst introducing the platform, modules and how to get started.

Each module has a dedicated space within the portal, clearly mapping out the content, which can then be opened and explored one by one. The content is delivered clearly and succinctly without overwhelming and disengaging the user.

The important learning element of the experience was built around the progression through six modules delivered in a linear fashion:

  • Welcome to Amazon
  • Safety Tour
  • Quality
  • Learner Journey
  • RSG 
  • Compliance. 

Mini-quizzes are included throughout, not only to double-check that the content has been properly understood but to encourage learning and participation. Through proving their knowledge, the quizzes will help build confidence in the user that they are ready to join Amazon. Wrong answers are not punished – instead, users have the ability to find the correct answers and try again.

Progress through the experience is shown visually as a journey. Warehouse tools are earned as badges by completing modules which eventually build your toolkit.

The reach

600
Applications per month up from 300
720%
Increase in social engagement
12%
Decrease in ad spend due to the creative going viral

Learning through play

Safety in the fulfilment centres is paramount so this section of learning needed to be fully absorbed. Hazard perception is difficult to embed let alone test through 2D images, so we created an interactive game to draw people in.  In 2 minutes, users had to find as many hazards as possible, clicking to identify the danger zones, being helped by heat spots and hints, and getting an overall rank on completion. It is an interactive way of learning, a different way to experience the working environment, and it’s addictive – encouraging users to replay until they find all the hazards!

Reinforcing messages throughout 

The ‘Why Amazon’ section helps us to reiterate some of the deeper reasons why people should complete their onboarding and join Amazon.  This demographic of jobseekers don’t necessarily research employers before they choose to apply, often applying to companies en masse just to secure a job.  This naturally leads to a low level of commitment to the role and a tendency to leave should they receive another offer.

By providing new employees with information such as the benefits of working at Amazon, the culture and details of the role they’ll be doing, we’re helping to cement the idea that the choice they’ve made is a good one.  This goes on to help reduce no-shows, job shock and early life attrition, and helps build loyalty to the brand from day 0.

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