Deepika Jain
Amazon app redesign case study
Role
UX researcher, UX/UI designer
Tools
Figma, Zoom
Duration
2 months
Amazon is one of the largest e-commerce platforms that provides everything from clothing to appliances, and from entertainment to music. The prime subscription gives the benefit of prime video, prime music, and several other services in addition to free delivery of products.
The current Information Architecture of Amazon involves a high number of steps to complete a task, which at times may result in creating confusion for the user and there is a chance that the user might leave the task incomplete.
The below structure explains the current Information Architecture to complete a particular task of buying shoes
Content and Heuristic analysis
By doing a content audit on the app, I found that there is a massive amount of information on the app. From the overly cluttered homepage to the information on the search bar, I found a lot of opportunities to improve user experience. There were also many categories and sub-categories which navigates the user to different apps within the same app.
Using Abby’s 10 principles, the following Heuristic Analysis was performed:
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User Persona
From the Heuristic analysis and the old IA (above), the following common pain points were discovered:
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The homepage layout is cluttered and has a lot of irrelevant information
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There are too many ads under sub-categories
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The product page is hard to navigate and has a lot of information that is not structured well
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Users forget the 'save for later' items
Problem Statement
How might we improvise the discovery of products and improve cart management?
Revised User Journey Diagram
Revised Information Architecture
Splashing screen
Home page
Subcategory page
Product list
Product page
Added product
Cart page
Checkout page
Questions for testing:
1. How was your experience with the new prototype?
2. Were you able to complete your task without any confusion?
3. What was easy/difficult to understand and interact with this prototype?
4. Is there anything that is complicated to understand on the first glance?
UX/UI redesign screens
The below wireframes explain the changes made and illustrates potential benefits to the users
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Before
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After
A cleaner and more modern look
Before the sections on the home page were redundant and irrelative. Here the new home page has been redesigned to look more consistent and uses icons and tabs to categorize information. This would help the users to discover items easily and make more purchases.
Before
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After
Better look and no redundant ads
In the current subcategory section, there are redundant ads and it involves a lot of scrolling. The new redesign helps the user to complete their task with a fewer number of steps. It also reduces confusion involved with multiple subcategories. By using the tabs section to categorize information, it would help the user to discover items quickly and easily.
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Before
After
Easier checkout with items you needed
Usually, users don’t check out every item in the cart, instead, they hit the 'save for later' button. Users often forget about these items. Hence, by adding the checkbox feature, users can leave unselected items in the cart while ordering the ones needed. This could help remind the user to purchase the unchecked items sometime later.
Summary
The metrics shown below demonstrate how these small design elements aided the user in providing a better user experience
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Previously, the navigation required the user to click through 10 screens, taking a total of 4 minutes to complete the task
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After redesigning and testing, it is now 25% faster by implementing a cleaner look on the homepage and subcategories pages
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Previously, 80% of users forgot about items saved for later, but now that the option of selection is available, users can easily checkout without worrying about other items in their cart.
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