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Dash Replenishment Service CX Guidelines Overview

This document is intended for product managers and designers, to be used as a guide to ensure your customer's experience with Dash Replenishment Service (DRS) has been considered end-to-end, prevent common design mistakes, and drive the customer experience (CX) reviews during the design phase.

At the end of the day it's about our customers, whose trust we are earning to safely shop on their behalf. We do this by creating a great customer experience—the culmination of clear value propositions, elegant design solutions, and efficient engineering.

Customer Experience Core Principles

  1. Make it hard to fail, easy to recover

    Customers should be presented with straightforward choices and clear calls to action. Any errors are actionable and give the customer a clear path forward.

  2. Streamline when possible

    We respect our customer's time and attention by presenting them with essential information and deferring choices that can be made in a “just in time” context. Fewer simpler choices lead to better decisions and greater confidence especially during setup.

  3. First impressions matter

    We want customers to feel like VIP's when using our products. First touch experiences during setup are significant in shaping and building customer trust.

  4. We always work on behalf of the customer

    Customer delight can come in the form of “that was easy”, “that was fun”, or anticipating a customer need before they even realize they have it. Customers should never have to do work that we can do for them.

  5. Customers should have access to Dash Replenishment regardless of where they're at in their customer journey

    Whether it's new customers setting their new device up or existing customers running out of supplies, there should always be a clear path to signing up for Dash Replenishment.

CX Review Requirements

What to bring

Please prepare a presentation PDF detailing your end-to-end customer experience. We expect to see this demonstrated through these two formats: task flows (customer journey, service blueprint, etc.) and wireframes, high-fidelity mock ups, or prototypes.

What to show

We expect to see the following scenarios included in your deck:

  1. Feature Discovery: All planned touch points where you will be communicating DRS to your customers in the following scenarios:
    • Prior to purchase product detail page, product packaging, etc.
    • Prior to device setup Quick start emails, stickers/inserts in the package, instruction manuals, companion app/website, etc.
    • Feature release for current customers Feature release emails, notification in companion app, etc.
  2. Device Setup: All setup steps required for customers to use your device, including:
    • Physical device setup
    • How customers will discover the companion app/website/skill needed to setup their device
    • Device setup in companion app/website/skill (if applicable):
    • Login or registration flow
    • New account creation
    • Device pairing (if applicable)
    • Connect to WiFi
    • Any additional required device settings
    • DRS Teaser page (please refer to the Teaser Page Guidelines)
  3. Dash Replenishment Sign Up: All touch points where customers can sign up for Dash Replenishment
    • DRS sign up in the setup flow (required)
    • Any additional examples of when and how your customers can sign up for Dash Replenishment such as:
    • Just-in time scenarios (Low inventory notification, a link from where you show inventory/supply levels, etc.)
    • “Sign up for Amazon Dash Replenishment” in device settings * Setup flow if the device has been pre-registered (if applicable) * Inventory management (if applicable) * DRS sign up success screen (or any screen after customer skips or completes setup)
  4. Dash Replenishment Management and Reorders: This will encompass everyday usage such as:
    • Low supply and an order is placed (notifications, supply status indicators, sounds, etc.)
    • Replenished supply (notifications, supply status indicators, sounds, etc.)
    • How customers access DRS settings from your device/app
    • If you have an inventory management system, show how product status/level is shown

Note: Deregistration isn't required for review, but there may be important aspects to consider while building your experience.

Best Practices

Be respectful of your customer's time; streamline if possible

Customers want to use their new device as soon as possible, so the setup process should get them there as quickly as possible. We strongly recommend having a target end-to-end setup time to ensure your experience is respecting your customer's time. While there's not a perfect timeframe or number of steps as it's relative to the complexity of the device, we do encourage our partners to make sure each step is clear and carries its weight in the process.

Consider current and new customers

What steps will a current customer need take versus a new customer? How will you present the Dash Replenishment offer to each?

Leverage your current experience

When considering how customers will set up and manage their devices, there's many platforms to choose from such as web, mobile web, iOS, Android, the device itself, Alexa Skill, etc. We recommend thinking of DRS as an extension of your current experience instead of creating a standalone app to manage DRS settings. Otherwise, we recommend directing customers to manage their settings on

A cohesive design creates more customer confidence

Is your design framework, iconography, illustration style, color palette, etc. consistent across the device? Consistency and familiarity are key to building customer confidence, especially with less technically-savvy customers.

Reduce decision fatigue by keeping slot and product choices to a minimum

While our search capability within DRS is improving, we recommend you curate your available products to be less than 50 per slot and have no more than 4 slots. This will be easier for customers to browse.

Test your experience with customers early

One of the best way to uncover customer confusion is to perform usability testing. Even if you don't have dedicated user researchers, sites like can be valuable in gathering customer feedback early.

Your experience should be accessible to everyone

Roughly 15% of the world's population has a significant disability. All customers should receive the same benefit, regardless of their ability. Start here for initial accessibility evaluations.

Add instruments to collect customer data and analytics

Analytics that help analyze the customer journey and detect points of friction, crashes and can break down drop out rate on each screen. Screen heatmaps are also a useful tool to see how the customer interacts with a specific page.

Last updated: Feb 14, 2019