Dissecting the amazon mobile app.
Sector Intro to UXD 5110
My role UX DESIGNER/INTERACTION DESIGN
Project time 4 Weeks
Challenge Find an app and dissect it from the 5 elements of UX: Surface, structure, skeleton, scope, and strategy.
Strategy
User goals
A user has something *specific* (search functionality on the app) they want to buy and they wish to find it easily on the app and buy it as quickly as possible.
The User who doesn’t want to navigate the whole app to find a product can use the Search bar. Showcase users with multiple products
The people who want to use this app expect a quick delivery time and responsive customer service.
The objectives of the self-accessible drop-down help menu for canceling an order are to reduce calls to customer support and provide an instant resolution to the issue at hand, reducing customer wait time and potential frustration.
On the main page, we can see various sections that show how the strategy to engage customers is implemented. For example, there is a section called ‘inspired by your shopping trends”. My Amazon app shows photos of a clam shell pearl nightlight, a starfish pillow, and an inflatable seashell pillow. This is showing as my past searches have given amazons algorithm insight into my ocean aesthetic
Solving the pain point of users to buy something quick, cheap, and at the convenience of their own home and time.
Amazon aims to provide an excellent customer service experience through a large selection of products, convenient and fast shipping, and competitive pricing
Amazon also offers original content production for Amazon Prime Video and owns platforms like Twitch. This is part of their strategy to engage customers and expand their market
The ability to browse through thousands of selections, read reviews, and also being able to return it helps the platform become more user-centric.
Buisness goals
Found the possibilities of the internet as the use of web pages was growing rapidly and Jeff Bezos opened a virtual book store which gained popularity.
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Internet Growth: recognized that the internet could provide a convenient and efficient way for people to shop for a wide range of products.
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The concept of "Customer Obsession" became important emphasizing the importance of understanding and meeting customer needs better than anyone else.
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The Amazon organization's objective is to make money and drive revenue through the fees they charge sellers to host products on their platform, and through the delivery fees they charge consumers through Amazon prime.
First and foremost, started off with a clear strategy of “convenience”, selling and shipping books online, thereby saving users time.
Increase revenue with the introduction of 1/2 day delivery with prime. prime fees + returning customers to take the value out of those fees increases retention.
Amazon understood that it couldn’t sell everything “in-house” and its goal was to sell “everything” to create more user value, hence Amazon's business.
To be a one-stop-shop, ranging from AWS to video and music streaming, Amazon Go, Kindle, and of course, e-commerce.
The strategy includes expanding their product catalog and improving the online shopping experience.
Amazon has invested in fulfillment centers and logistics all over the world, to ensure customer service and fast and reliable orders.
Design goals
The strategy for the Amazon app is to present users with choices and simplify the ordering process to one or two clicks so that the user buys more items and more frequently. The strategy behind the design is to sell products to consumers, from multiple sellers. The users need an easy and intuitive design that helps to determine what they are searching for quickly.
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They are designing for both passive browsers who don’t yet know what they want but are willing to discover it, alongside buyers who have the intent to purchase something specific.
The strategy for the Amazon app is to present users with choices and simplify the ordering process to one or two clicks so that the user buys more items and more frequently. The strategy behind the design is to sell products to consumers, from multiple sellers. The users need an easy and intuitive design that helps to determine what they are searching for quickly.
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Scope
Functional Requirements Content Requirements
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User registration/personal information
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Location and tracking (GPS)
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network connection
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Camera
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Microphone
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Contacts
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Phone (for customer service)
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SMS
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settings
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membership
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language
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social sharing and referral
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Payment Method (CC)
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accessibility features.
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Storage
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CSR
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Delivery agents
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Secure connections (HTTPS)
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Product photo
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Name
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Product Description
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Price
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Delivery in no. of days
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Category > subcategory breadcrumbs
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Similar items and recommendations
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Search
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Deals and offers
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Gift cards
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Personalization options
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The expiry or first available date
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Product features and specifications
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Return policy
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reviews and ratings
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Notification
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high-resolution images, videos
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Product search with filters
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audiobooks, ebooks, movies, tv shows, music
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Browsing history
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Saving products
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Search bar
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Sign in
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Buy again
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Customer Service and Customer Support
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Amazon cart
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language/currency
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FAQ
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Settings
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Sharing the product
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Legal and Privacy Policy
Structure
1. Search for a table and make sure it fits in my room.
Proceeded to check out
Tried viewing it in my room
Clicked continue
Viewed product if it actually fits and added to cart
Was confused on how to exit the page.
Ultimately went the option of clicking the back button
Clicked on place
I opened the amazon
app and tried to search
for a laptop table
Selected the laptop table according from the recommendations
Searched for the one I liked
Selected the one
I wanted
Clicked ok
2. Check out user flow
Review and
place order
Order
confirmation
Add to cart
cart details
shipping
details
Product
detail page
3. Information Architecture
Amazon
Alexa list
Video
Search
Account
Home
Cart
Hamburger
Menu (more)
Prime
Music
Deliver to
Deliver to
Search history
(Keep shopping
for)
Choose your
location
Your account
Scan product
Deal on
frequently bought
Your Account
Deals for you
(Personalization)
Your order
your reviews
Notification
Search
Language
Country
Cart
Your lists
Shop deals
Keep shopping
(Continuity
Categories
Product Cards
Buy again
Recommended
categories
Keep shopping for
Buy again
Proceed to
checkout if any item is added
Pair with
your cart
Discover
Recommended
items
Frequently
purchased
Best sellers
Subscribe & Save
Search past
purchase
Filters
Save for later
Buy again
Buy again
More items
for you
Deliver to
Gift card
Balance
Keep shopping for
Shopping
items
Your orders
gifting
Deals & savings
Drug store & personal care
Pets
Fashion & Beauty
Home & DIY
Devices & Electronics
Your list
Add, edit or delete item from list
Buy again
Books
Toys
Automotive
Office
Credit cards
Sustainability
Luggage & travel
Sports & outdoors
Music, video & gaming
Make money
with us
Skeleton
1. Amazon Home page
2. Your orders page
3. Your Account page
Surface
1. Hamburger menu page
2. Hamburger menu categories page
3. Specific product page
.jpg)
4. Specific product page (compare items)
