I am a huge fan of Amazon, especially their easy purchasing process and fast shipping. I find what I need with their search bar, proceed to checkout and done. That being said, I do find it difficult to do anything else, aside from purchasing. So I decided to redesign Amazon.
- Role: UX design and research
- Platform: Web
- Tools: Figma
- Collaboration: Users
- Duration: 2-3 days
Since this is a personal project, many of the decisions were made based on my findings. In a real-life situation, a designer should invest MUCH MORE time to research and collaborate with different departments to understand the business and needs before tackling such a gigantic site like Amazon. Please take this redesign with a grain of salt.
Amazon’s mission statement is “to be the earth’s customer-centric company; to build a place where people can come to find and discover anything they might want to buy online”.
It is not difficult to understand why some people love Amazon, checkout is just 2 clicks, and the easy to use search bar at the top of the landing page really makes discovering quite inituitive. However, I was interested in learning more about pain points for this project, so I could determine if the website does have problems.
Understand the problem
I interviewed 2 users with semi-structured questions and asked them to perform tasks based on their answers. Here are some frustrations found:
- Users keep products they are not satisfied with - Users keep products they are not satisfied with because of the hassle of returns associated with online shopping. One user talked about the frustration of making a trip to the drop off site. They estimated that 10% to 20% of purchases are not satisfactory. Both users have never made a return.
- Users forget to review - Users heavily rely on other user’s reviews when deciding whether to purchase or not. They feel they should contribute more towards writing reviews to acknowledge other potential buyers. Both users have never wrote a review.
- Finding the return page is stressful - both users expressed some level of doubt when asked to make a return. Though they were able to find it, they expressed that it wasn’t as easy as buying
- Disconnection with customer service - link to customer service is tucked away in small font and many clicks away, this makes contacting CSR a huge frustration for users.
- Noisy landing page - products and ads are being recommended that is confusing the user.
While it became transparent that users experience frustration performing some functions that do not involve ‘purchasing or checking out’, due to timing, I decided to focus on the points above and limit the redesign to just the landing page.
A survey was later shared (to the same users) asking which section of the landing page they are interested in. Only 'labels' was mentioned on the survey (ie. Deal of the day, AmazonBasic...etc). Department-specific recommendations are not part of the survey since results are catered to the user.
Sections, where both users selected ‘no’, are highlighted in red.
I brainstormed methods to make some non-purchasing functionality more intuitive. For accessing customer service, I created a click flow to learn about Amazon's process and complexity.
Additional research was done on what makes a good e-commerce website to determine which features to keep. I decided to keep most user personalizations. For example, the user’s name on the account link, product recommendation list, and a list of recently viewed items. The search bar, one of the most important feature, was kept untouched.
Visit this link for Detailed Description of New Features
A few iterations of paper wireframes were created. This was the last version, few minor changes was made prior to mock.
Due to timing, high-fidelity version of the header, and return/review functionality was created first to start generating user feedback. One user volunteered to provide feedback on the mock.