Problem Statement
How might we improve shopping efficiency and confidence for both Prime and non-Prime members on the Amazon mobile app?
Research
I found that the Amazon app shows a significant disparity in usage time between its mobile and web browser platforms. Analyzing the data over the course of one month, it’s evident that users overwhelmingly prefer the mobile app, with 84.5% of their total usage time spent on this platform. In contrast, only about 15.5% of their time is allocated to the web browser version. This difference highlights the growing trend of mobile dominance in e-commerce. The mobile experience offers features like one-click purchasing, personalized recommendations, which are optimized for on-the-go shopping.
However, interestingly, when it comes to preference, 67% of users report favoring shopping on the web browser compared to only 24% who prefer the mobile app.This contrast suggests that while users spend more time on the mobile app, likely due to its accessibility and ease of use, a majority still find the web browser more suited to their shopping habits. The web browser’s larger screen, ease of navigation, and detailed product views might make it more attractive for certain tasks, like comparison shopping or making larger purchases.
I identified the gap in Amazon's cross-platform feature parity.
With this in mind, I then looked at amazon user population and their shopping patterns, and this graph shows the buying power of different user groups, categorized by the prime and non-prime members, Most of the spending of non prime users are within the range of $500 in 3 months; prime users tend to spend way more.
The majority of users are in the 25-34 age group, followed by middle-aged users, with younger generations forming the third tier. Most younger users prefer shopping via mobile apps, while older generations tend to favor desktop devices.
I analyzed user feedback and found navigation and interface issues.
Another set of stats comes from user reviews on the Amazon app store, where frequent comments include phrases like 'interface feels clunky and overloaded with information' and 'extra effort needed to locate the right product.' I conducted a self-analysis of the mobile app and compared it with the web browser experience, encountering similar confusion. The issue seems to lie in the app's navigation and information architecture, which can overwhelm users with too many options and cluttered layouts. This makes finding specific products more time-consuming compared to the more streamlined, structured flow of the web browser version. The lack of intuitive shortcuts and clear categorization on the mobile app adds to the friction, making the shopping experience less efficient.
Design
Defining user groups for Amazon mobile app
I identified two user types to focus on. Our primary users are typically younger generations, who use mobile device and face specific pain points, as highlighted in user reviews. Prime members, in particular, want to feel the exclusivity of their benefits and enjoy an elevated, efficient shopping experience through the app.
Although frequent non-Prime users also value shopping efficiency, they tend to be more cautious before purchasing, aiming to avoid the hassle of returns. The key difference between the needs of our primary and secondary user groups lies in how product information is displayed in the details section.
Defining user scenarios & comparing with other e-commerce apps
Prime members are the most frequent customers, focused on shopping efficiency. Their priorities include a smooth checkout process, as well as seamless return and refund experiences.
Non-Prime members, without the benefit of free returns, pay closer attention to product details and rely heavily on customer reviews to compare options, ensuring quality and avoiding purchase regrets.
My design principles: Simple, Seamless, Self-determined.
In this redesign process, I adhered to three core principles: simplicity, seamlessness, and self-determination. Simple yet thoughtful designs enhance efficiency in e-commerce apps like Amazon; a seamless experience streamlines the shopping process, while self-determined functionalities empower customers to make personalized and customizable decisions.
My Takeaways & Future Plans
Throughout the project, I learned that consistency is crucial and takes on different meanings in various contexts. In Amazon’s case, consistency in feature parity goes beyond uniformity; it’s about understanding the platform’s strengths and weaknesses, and recognizing the diverse needs of different users. There is no one-size-fits-all design solution.
Also, this motivated me to learn more about and practice addressing the nuances between Prime and non-Prime users, understanding the differences in their goals and expectations.
Consistency in contexts
This project has led me think about designing for diverse user groups. My next step is to explore, how are we going to ensure that users from different backgrounds or who speak different languages can have a similar and cohesive shopping experience using Amazon or other e-commerce apps?
One big challenge is balancing the preferences between cultures, such as East Asian versus Western users, when it comes to the amount of information displayed. East Asian users often prefer a more detailed and dense presentation of information, with all necessary details readily available, which allows for thorough decision-making without having to dig deeper (just like how Alibaba does it with Taobao). This style aligns with a preference for more contextual and comprehensive product descriptions, especially when making purchasing decisions. In contrast, Western users typically lean more towards a minimalist approach, where information is condensed and focused on key points. They often prefer cleaner interfaces with less text, where only the most essential details are highlighted upfront, and additional information can be accessed if needed.
Ensuring that the interface is intuitive and easily navigable across languages will help maintain a consistent experience, allowing users from diverse backgrounds to find and understand the information they need without being overwhelmed or underinformed.
Design Inclusiveness
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