Amazon Shopping Redesign
Product Design
Duration
1 Months
Tools
Figma
Adobe Photoshop
Adobe Photoshop
My Roles
UX Researcher
Interaction Designer
Interaction Designer
Other Members
Product Manager
Engineer
Engineer
As one of the loyal Amazon Shopping customers, I usually spend a couple of hours every week shopping around on the Amazon Shopping app as well as the desktop site. I enjoy the seamless and convenient shopping experience. However, I have also encountered some issues throughout the entire process. This motivated me to take a closer look at this redesign opportunity.
When I am wearing my UX & product hats, I would like to break down the problem into bite-sized pieces. This way, I can explore improvement solutions horizontally for a cohesive online shopping experience. Ultimately, it creates a win-win situation for users, vendors, and the platform. Recognizing these challenges has led me to identify specific user needs that are not fully addressed in the current system.
Upon researching and analyzing on user feedback for the Amazon Shopping app, I have pinpointed a number of key user requirements that are not adequately addressed:
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.”
Although "app crashing and freezing on Android" is the most frequently mentioned problem, the most effective way to solve this problem is through the technical end, not by improving the user experience design. Therefore, I focus on the research on the remaining four most frequently mentioned problems.
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."
From the findings and data I collected, I developed various ideas for improvements and sorted them by the relevant interface. Then, I ranked each idea into three categories of priority, according to their potential impact and the effort needed to execute them.
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.
