Amazon Shopping Redesign
Product Design
Duration
1 Month
Tools
Figma
Adobe Photoshop
Adobe Photoshop
My Roles
UX Researcher
Interaction Designer
Interaction Designer
Other Members
Product Manager
Engineer
Engineer
As a loyal Amazon customer, I regularly shop on both the app and desktop site, enjoying the convenience but also encountering issues. This motivated me to explore a redesign opportunity, approaching the problem with a UX and product mindset to break down challenges and find cohesive improvement solutions.
Our goal is to address specific user needs that are not fully met in the current system, creating a win-win situation for users, vendors, and the platform. Through our research and analysis of Amazon user groups, we identified three key customer segments and tailored new designs to meet their specific needs.
I collected 100+ user review on Google Play and Apple App Store from August 2023 to February 2024 about Amazon Shopping. Then I summarize and extract the most frequently cited of these issues.
According to the statistics, the top five cited issues were “app crash and freezing on Android,” “challenges in product discovery,” “reduced value perception of Prime,” “delayed delivery and shipping issues,” and “misleading pricing and sales tactics.”
Then through analyzing reports and business analyses, I analyzed and summarized a few key takeaways and potential opportunities for Amazon Shopping.
When searching for a new product, 66% of consumers start on Amazon, and this number increases to 74% if they already have a specific product in mind.
Consumers are likely to search for brands in Q4 with key potential reasons including looking for holiday gifts or deals.
According to McKinsey’s report about Amazon, 35% of sales are attributed to the recommendation engine.
82% of both Prime and non-Prime respondents consider price a very important factor in product selection.
63% of Prime users prefer to wait for Prime Day to get better deals, even if the item was on sale before, showing a tendency to wait for the lowest prices.
48% of Prime members are happy with Amazon's prices, but the satisfaction is lower among non-Prime users, with only 26% being content.
In 2022, Amazon lost nearly five customers for every new one it gained.
According to the survey, if the Prime membership fee increases to $150, the percentage of users may renewal will drop to 32.7%.
79.8% of Amazon customers state that free and fast shipping is the primary reason for them to shop on Amazon.
56% of Prime members were satisfied with Amazon's speedy delivery.
Based on Statista's Online marketplaces report, I selected and analyzed five direct and indirect competitors of Amazon.
I focus on the themes identified earlier and select the corresponding sections that they are reflected in the application. Then I analyzed the competitors in five dimensions including "search," "product details," "members and accounts," "orders and shipping," and "Offers and deals."
Based on demographic analysis and the 9 insights previously mentioned, we aligned these needs with different user types and created three primary personas.
From the findings and data I collected, I ideated various improvements for different sections and prioritized them using the Impact-Effort Chart.
Next, I selected the high-impact, low-effort ideas and prioritized them. Keep the rest as optional.
Before starting the sketches, I defined the specific scenarios and key flows each persona might encounter.
Based on the previously determined personas and their corresponding use flows, I designed separate interfaces for the detail-oriented and efficiency-seeking shopper Jennifer, the strategic explorer Alex, and the budget-conscious Prime subscriber Elaine.
Throughout the process, our design goals were clear and well-defined, and we aligned them effectively with the overall objectives. The design specifically improved the user experience from different angles for various user groups.
We could spend more time on ideation and be bolder in exploring design options, which might lead to unexpected results. While ensuring the core objectives remain intact, experimenting with unconventional design methods could bring fresh insights.