AMAZON

Product Page Redesign

THE CHALLENGE.

Amazon has a very broad spectrum of users, from the first-time customer to the frequent user.

The goal is to increase the number of members while keeping the existing customers, as well as building and maintaining their loyalty to the service.

How might we improve the users’ experience while purchasing a product, to enhance their loyalty?

OBJECTIVE.

  • Reduce the page in length.
  • Reduce the scrolling.
  • Minimize the impact of the information.
  • Create a lighter and clearer visual communication.
  • Allow easy and quick access to the information.

The goal is to minimize the length and scrolling of the page and to create easy and quick access to the information.
This is accomplished with subtle visual changes and a different information organization.

The result is a clear and organized web page that feels lighter to the user’s eye.

PERSONA.

Among all types of users, my focus was the frequent customer and his or her experience while purchasing a product.

I shaped my persona, Alex, using the collected data from the analysis of a selected number of regular users.

Alex

34 years old
Married
Successful entrepreneur
Austin

 

Motivation:
Achievement – Growth – Convenience – Speed – Comfort

Goals:
Save time – Have everything done before a deadline

Frustrations:
Losing time – Lack of information – Indecision

Alex has a successful career. She doesn’t have time to go shopping, therefore, she uses online services like Amazon.

She does her research online before buying a product and she loves to read reviews and gather information especially about new products.

Alex is ambitious, confident and motivated.
She knows what she wants and she hates losing time.

PAIN POINTS.

With the help of an affinity map, I analyzed the interactions and information of the service and highlighted the user’s pain points.

  • Scattered product information.
  • Page length.
  • Unorganized sections.
  • Difficulty to find the needed detail.
  • Cluttered page.
  • Too many suggestions.

CURRENT INFORMATION ARCHITECTURE.

The primary goal of a navigation structure is to help users find information.
Frequent users are often unhappy and overwhelmed by the product page layout.

I analyzed the information organization of the current page with the focus on the order and layout of how they are displayed. The main goal of my project is to help the user through the navigation, granting easy access to the information needed.

IDEATION.

The primary goal of a navigation structure is to help users find information.
Frequent users are often unhappy and overwhelmed by the product page layout.

I analyzed the information organization of the current page with the focus on the order and layout of how they are displayed. The main goal of my project is to help the user through the navigation, granting easy access to the information needed.

  • Categories/Group.
  • Order.
  • Light and clear layout.
  • Easy access.
  • Navigation.

SKETCHES

WIREFRAMES

FINAL PRODUCT.

I decided to maintain the same color palette with minimal changes reducing the number of grays and adding a lighter tone of orange. The color block of the header and footer was minimized and all the information was grouped and divided into blocks. I added a horizontal navigation bar to grant easy access to the blocks of information reducing the scrolling to the minimal.

Secondary information was removed from the main page but was still accessible via links.
I also decided to remove the thumbnail of the different product pictures, introducing the use of a carousel slider. This change was eased by the number of users’ answers stating a regular check of all of the pictures, regardless of the small preview on the side.

NAVIGATION & GROUPING.

DETAILS.

REVIEW SAMPLE.