Amazon App Redesign
Amazon is a worldwide trusted platform to buy products, but there are features that need to be added to make the best use of the app.
Changes:
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Less cluttered
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Position of Delivery location
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Icons On Home Page
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Easy division of Filters
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Proceed to buy Option
Additional Features:
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Accessible Feature
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Gift List for Guest and Hosts
Dark Mode
Light Mode
Accessibility Adjustments
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Makes the Content More Accessible
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Dark Mode
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More User Friendly
Event/ List
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Easy to Buy Gifts
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0 Wastage Gifts
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Better Planning
Add to Cart
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Easier Readability
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Hierarchy
Font
'Amazon Ember' is the font created by Amazon that is used throughout their app and website.
Color
They have some gradient colors on the screen and they use some colors like red to highlight the important information.
Iconography
The icons in this redesign are 3D illustrations and vector, so that it is quick for the user to understand.
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User Personas
Why Amazon?
Amazon has morphed into an internet-based business enterprise that is largely focused on providing e-commerce, cloud computing, digital streaming and artificial intelligence (AI) services.
It is one of the best ecommerce platforms worldwide but yet the app requires efficient changes. It is one of those platforms that make sure that there customer is 100% satisfied and over the years have built a trusted community.
Even after providing with such customer convenience and benefits a lot of people find it difficult to interact with the app.
So, I decided to redesign the app as a challenge of how to make something that is already the best better.
User Personas
Sadvi Ranjan
Teacher
Age : 34
Status: Widow
Son: 19 Years old
Location: Delhi, India
Archetype: Frequent User
Bio
She teaches political science in DPS, about five classes with 50 students daily; schoolwork keeps her busy, and her older son is pursuing higher studies.
Wants and Needs
She wants products that reach her fast and are durable and loves to buy ceramic crockery for the house. She doesn't have the time to shop for herself or the house. Her elder son often requires stuff for school, and she cannot get the products because of her schedule.
“My life will be more efficient if I have more time to put into work and home than to shop for objects.”
Motivations
Price
Easily accessible
Not time consuming
Availability of Products
Frustations
Lack of time and patience.
While through products discovers that they are unavailable. Her kid also adds stuff on her amazon, and sometimes different products get ordered because of the confusing 'Proceed to Buy" page.
Sadvi Ranjan
Teacher
Age : 34
Status: Widow
Son: 19 Years old
Location: Delhi, India
Archetype: Frequent User
Dev Rao
(Architect)
Age : 28
Status: Bachelor
Location: Bangalore, India
Archetype: Sage
Bio
He is an aspiring architect and loves antique pieces for his house. He recently shifted to a new home and lives alone; there is a housewarming party for him in a few days, and he would prefer gifts according to his needs rather than a surprise.
Wants and Needs
He knows that people would come with gifts at the housewarming party, but he doesn't want unnecessary things for the house. Instead, he wants a way to tell people about his needs so that he uses what they give as well as it would help him settle up.
“I wish there were a way I could tell my beloved guests what I want without even saying it.”
Motivations
Easy Communication
Easily accessible
Not time consuming
Availability of Products
Frustations
He doesn't have the time to store unwanted gifts nor like chaotic environments, and he is an environmentalist.
He doesn't enjoy using his phone for unnecessary things and uses technology for a limited time.
Lacks communication skills.
Mahesh
(Student)
Age : 19
Status: Single
Family: Family of 4, 2 young sisters
Location: Bangalore, India
Archetype: Caregiver
Mahesh
(Student)
Age : 19
Status: Single
Family: Family of 4, 2 young sisters
Location: Bangalore, India
Archetype: Caregiver
Bio
He is a young student who wants the best for his sisters. He is studying 11th grade and is one of the brightest students in class. He loves to play squash as well.
Wants and Needs
His sister has ADHD and sometimes has difficulty using the phone. She asks Mahesh to tell her most of the time to guide her. Even when she has to order a gift for Mahesh, she tells him that nobody is free and gets sad because of it. Mahesh can't see her little sister in pain and wishes for a technology to exist that could help her see better.
“We are in the 21st century, and I can't believe that we still lack behind; they say it's for 'Everyone', but have they ever considered 'Everyone?' ”
Motivations
Variety of Options
Easily accessible
Time Efficient
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Availability of Products
Frustations
His Sister cannot see the products precisely on Amazon due to too much information. Without Mahesh's absence, she is bell-bound, and sometimes he lacks time. Since Amazon is a large platform, they expected it to resolve the issue, but nothing changed.
User Behavioral Diagram
User Flow Diagram
Research
Usability
FIDELITY
Concept
Validation
Refinement
Ideation
Design
Wireframe
Prototype
Sketch
High
Low
Jacobs Law
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Users spent most of the time on other websites, therefore they would prefer your site to work the same way as well all the others.
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Less is more.
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Feedback is essential
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Break large piece into small pieces.
Things To Remember:
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Plan and test Usability
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Uncover accessibility issues
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Look for responsive problems
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Translate ideas into consistent elements that can be shared.
Low Fidelity Sketches
Accessibility Adjustments
This is a feature offered by accessibe for users with and without disabilities. It helps to make the internet more accessible for everyone by providing special/necessary features for those who find it hard.
High Fidelity Sketches
UPI payment methods using Amazon.
In the final iterations the use of 3D icons is done to make the whole page look interesting instead of photos.
Various deals offered.
Delivery location of the user.
Denotes Scroll
This iteration is similar to the one accessiBe website to give a hint of how it can be incorporated in Amazon as it won't only help users to enjoy the app but would increase potential customers.
Perceived Affordance - It's easier for people to understand buttons when there is contrast.
The objects that have been purchased by other guests will have a label on them to avoid duplicate gifts.
Once the button is turned on the app/website will complete all the necessary requirement for the chosen disability. It also gives a description about what happens when the user turns it on.
These headings on the screen highlight the name of the brand.
Since there is so much information about a product, sometimes the main information gets lost. After looking at the other apps as well it came to my notice that they make brands the heading to attract customers.
Currently Unavailable
Out of Stock
In stock
These descriptions are not easily
readable so they have been
highlighted using color and bold text.
A bookmark that is a Wishlist option is added so a user can put it easily rather than going on product page.
Keeping in mind the principal for mental model, the same icon for Wishlist has been added on the left side of the image.
"PURCHASED" in
Caps Lock to highlight it.
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After looking at many inspirations from the different e-commerce apps the filters are given a whole screen to themselves which is horizontal instead of being divided vertically.
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Most of the apps have the filters in this manner and so a users mental model wouldn't find such an update hard to adapt to.
Law of Common Region
Under each category a certain filter is visible.
It is easier for a guest to look through these as everything is on display.
The filters are highlighted here and once scrolled horizontally they are still visible on the screen.
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Whenever there is a load on the app, they have used interesting visuals as well as animations that are minimalistic to keep the users engaging.
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Since when we choose or remove a filter the app needs to sort those 'n' number of products accordingly it has a loading screen which is transparent to help the users understand that they are working on their request.
Doherty Threshold - Productivity soars when a computer and its users interact at a pace (<400ms) that ensures neither has to wait for the other.
On this screen the ‘Proceed to Buy’ Option has been shifted below as a lot of times a user is not able to check the Cart Properly.
If this is a strategy to have the option at the top so that a user orders the other extra material as well then it sometimes provides them with a bad experience, which would make them very conscious from the next time they order.
After this image of the product, the amount is shown to avoid confusion.
All the details are in the same manner except the order of these sections.
