This case study explores a UX redesign of the Amazon mobile app homepage, aiming to reduce clutter and enhance user experience. Through user research and competitive analysis, I identified key pain points and implemented design solutions to improve navigation, prioritize Amazon Pay visibility, and personalize the shopping experience.
Redesign of the Amazon app homepage that enhances user experience, reduces clutter, increases personalisation, and boosts Amazon Pay visibility.
Intro
A single pixel can make or break a first impression, especially on a platform as vast as Amazon. This case study dives into my UX redesign of the Amazon mobile app homepage, completed as part of a job application process. My goal was to address user pain points and create an experience that’s not only visually engaging but also intuitive and efficient, ultimately boosting user engagement and driving key business metrics.
Understanding the Amazon ecosystem
Mindmap
The Challenge: Understanding User Pain Points
- The existing information architecture shows significant potential, yet banner blindness poses a challenge to the user experience.
- Many frequently used features are tucked away in menus, leading to repetition of entry points across various locations.
- It is challenging to differentiate between multiple sections.
- Critical functionalities such as Amazon Pay, credit card processing, bill payments, Amazon Pay Later, and wallet services are distributed throughout the application.
- Amazon Payment deserves its dedicated homepage and easily accessible entry point.
My Approach
Competitive Analysis
BookMyShow, BlinkIt, Swiggy, Zepto, and Nyka
Uniqlo, Flipkart, Meesho, Urban Company, and Supertails
User Persona
Priya Sharma
22-34, female, working individual, lives in India. Busy working woman, single, loves shopping online. She also uses Amazon pay feature in her daily life
“I love finding the best deals online while enjoying the convenience of Amazon Pay.”
INTERESTS AND TRAITS
GOALS AND NEEDS
TASKS AND ACTIVITIES
CHALLENGES AND PAIN POINTS
TOUCH POINTS AND CHANNELS
ATTRIBUTES AND THOUGHTS
Business Goals & Objectives
Elevated User Experience: Enhance the homepage to provide a delightful and intuitive experience, moving beyond mere transactions.
Impact: Improved user satisfaction and positive app store reviews, fostering brand loyalty and encouraging repeat usage.
Boost Amazon Pay Adoption: Establish Amazon Pay Discoverability. Impact: Higher conversion rates through reduced friction, increased usage leading to higher customer lifetime value, and the opportunity to collect valuable user data for targeted offers.
Drive Sales and Conversion: Enhance the visibility of relevant products and deals to stimulate purchases. Impact: Increased average order value, improved click-through rates on promoted products and categories.
Strengthen User Engagement: Encourage continued app usage beyond shopping. Impact: Increased app opens and session duration, higher engagement with Amazon ecosystem features such as wishlists and reviews.
Ideation & Design Principles
Addressing the Discrepancy:
“The Amazon homepage is overly cluttered; I tend to bypass the offerings and directly search for what I need.”
This user feedback underscores a critical issue: clutter impedes user engagement.
Complex User Interface: Users experience an information overload, hindering their ability to focus on essential elements.
Obscured Vital Functions: Important features such as UPI payments, order tracking, and Amazon Pay are difficult to locate, leading to user frustration.
Duplication and Inconsistency: Repetitive options contribute to visual clutter, while crucial features lack prominent visibility.
Absence of Clear Visual Hierarchy: Users encounter challenges in distinguishing between offers, promotions, and content categories, resulting in confusion.
Low-Fidelity Wireframes
High-Fidelity Mockups
Scroll Behaviour
Final Thoughts
Amazon is a highly complex product. When discussing the Amazon App, it is not solely for shopping; it serves as an entry point for various non-shopping related products such as Amazon Pay, wallet, credit card services, flight bookings, and video streaming.
In an ideal scenario, if we were to redesign the Amazon homepage, our first step would be to thoroughly understand the functionality of the current homepage. Even if we have personal design preferences like ‘I don’t like it,’ we must acknowledge that Amazon leads the shopping industry for a reason. Identifying how and why the current homepage fulfills its purpose is crucial before considering a redesign.
The Amazon homepage undergoes frequent changes, adapting daily based on the time of day and user search history. Approximately 90% of the homepage content is dynamic, with each UI segment being generated dynamically from actual product listings, showcasing category discounts or item offers. Complex algorithms govern the display of each section, determining when and what type of content is presented to the user, the ‘Magic Sauce.’
Furthermore, it is essential to consider that stakeholders, brands, and sponsors are willing to invest in premium placement on the homepage. This factor significantly influences the homepage design, requiring a delicate balance between business objectives and user needs.
In this assignment, I have not addressed the existing color scheme of Amazon, as that could be a separate exercise in itself.
