Amazon Case Study

UX Case Study

Do I need a GPS to navigate this website?

Project Overview 

Amazon strives to be Earth’s most customer-centric company.It offers Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon.

 It focuses its effort to fulfill customers’ desire for lower prices, better selection, and convenient services. Today, Amazon shoppers can find what they’re looking for online and in person. From delivering fresh produce to their doorstep to creating and distributing movies, music, and more, we are always finding new ways to delight our customers.

 Amazon - is a giant in the tech industry, but its web app has always had its usability issues. While it has gotten better over the years, even though the complexity of their product has increased, it is still a less-than-perfect experience.


My Role

This Project was a part of my workshops. I was working on this project as a student with a team of 15 people. Together we worked in groups, to identify any issues with the website, define the problem, find possible solutions, ideate, prototyping, and test the design solution. 

Tools

Project Details

April-July 2022

Project completed for IxDF 
UX Fundamentals Bootcamp


What is the Problem?

In groups of 2-3, we studied the Amazon website pages of our choice within various categories to spot  any unusual features which might present some issues causing distractions for users resulting in inefficient user experience.

Each student made a sticky notes on whiteboard for problems that they identified and then we all dot voted for the most frequent issues.

Finally we boiled down to the main problem statement.

Problem Statement

Strategic Research: Competitive Analysis

Direct Competitors

Indirect Competitors

Outcomes

Most common issue which needed most improvement in the decision making for buying a product was "Item Comparison"


Persona Development

“I don’t have time for this!”

Meet Sage

Sage is a stay at home mom. She is an active user of Amazon and she is obsessed with customization.  She always wants to keep up with the Jones’ and stay up to date.  She hates how Amazon requires so much scrolling when she really justt wants to be able to compate her favorite products! Such a challenge! Sage uses the current comparison feature on Amazon that has pre-selected products on it, but she gets disctracted easily by the amount of options.

Sage is having great difficulty comparing products which her feel frustrated and like she is wasting her time.


How might we create a shopping experience for Sage that allows her to compare products to learn more about which items fit her criteria before she purchases?

Solution


User Interview

Pain points

Unable to find products without the search bar

Long titles for products

Overwhelming Homepage

The product shown in the picture were not always representative of the actual product

Too much scrolling!

Not being able to select products to compare, and only seeing preselected items

Product comparison chart would help 


Empathy Map

We built as empathy map for this persona while she was trying to search and buy a product from Amazon website.

Pains

Gains

Thinks

Says

Feels

Does

Site map and Information Architecture

In 6 groups we studied the information architecture on the home page and search categories and categorized common things into themes and dot voted for the most confusing and larger footprint themes.

Lo-fidelity Wireframes

User Flows

Using the IA and HMW statements, we laid down 6 step process userflow for buying a gift online from amazon website. The students voted for the best user flow.

Solution


Summary


Future scope