Amazon, the everything store, is where people are going for household utilities. Recent years, this retail giant added a new sector for its users. Amazon’s ongoing venture into the fashion category is one of the hottest topics in retail right now. The company’s expanding fashion offering is fascinating commentators, attracting a large number of shoppers. Higher conversion can also drive up Prime membership rates even further. Tho, Amazon still has a long way to go to become a destination for fashionable clothing. At the moment, shoppers are purchasing essentials, affordable clothing. Fashion customers require a different “product display”. Better photography, a more artistic taste in the overall look and feel. Users want to feel part of a brand’s community, but so far Amazon created more of a supermarket brand image not really attracting true fashion lover. The same time, a compelling user experience can help drive conversions. Trendy customers expect their online experience to be as stylish, sophisticated and personalized as possible.
As a power user of the Amazon mobile app, I constantly question and evaluate the value this app creates. What convenience does it provide, and what areas can still be improved in order to serve users better, and increase conversions. I’ve always had a different perspective on how to improve design and UX to make the app more human centric. I started this project with some in-depth research, including interview six loyal app users to get more insights on how customers were using the Amazon fashion service.
Objectives
Course of Actions
To identify and solve real UX problems, I followed the Engineering Design Process as a basis, breaking down the project into milestones. I initiated a usability test to identify how key features are used within the current Amazon app framework and where there are shortcomings. I also tried to understand what key features users are not aware of, In order to prioritize the feature content on the app for more visibility.
To find out more about my potential users, I put together a list of questions and conducted several interviews with people fitting the profile of my target group. The questions focus on Amazon fashion first impression, accessibility, product search ability to help me identify any pain points that users were running into.
01 / Empathise
02 / Define
Many buyers flock to the platform through force of habit, brand recognition, and the allure of shipping benefits granted by Prime. We have around 112M Prime subscribers in the US today. Prime subscriptions A wide range of people. But the biggest spenders tend to be older and more established with high expectations for price (a.k.a. they must feel like they’re getting a good, competitive deal), quality and customer service (including a convenient shopping experience and fast shipping), although often looking for a product type rather than a single brand.
Knowing what problems I have to focus on, I started to generate ideas for the features of Amazon Fashion App and rethink its accessibilities.
03 / Ideate
04 / Prototype
& User Testing
The ‘Filtering’ experience is re-evaluated base on 4 rules: available filter, filter logic, filter UI, and applied filter state. The user’s filtering experience is a central part of the product browsing experience. When done well, filters can empower users to narrow down a product catalog of thousands to just a handful of products that match their unique purchasing preferences. Improve product finding abilities,
1) Provide Category-specific filters
2) Promote important filters on top of the product list
3) Allow users to apply multiple filter values of the same type
4) Have thematic filters
5) Display applied filters both in their original position and in an overview
6) Truncate long lists of filtering values
7) Filter changes should be separate events in the browser history
Make search features easy to access, but not taking up too much valuable real estate at the top of the page. Given the usefulness and effectiveness of the scan and voice feature, I have given the search capability its own button and for increased discoverability placing it centered in the bottom menu bar. The feature has a massive potential to boost online sales.
Reinventing the product detail page. In a content-heavy app where the structural organization of information is critical to helping a user’s decision in purchasing a product. The new product detail page is designed to cater to the pain points exhibited by users.
This project presented a golden opportunity for me to getting into my creative zone to work on an interesting problem. The objective of this project was to focus on telling a visual narrative, using psychology and neuroscience as a guidepost to help visitors feel both visually and emotionally what it means to be a part of the Amazon brand. I also picked soft tones for Amazon fashion. The color palette is soft, classy, the simple tones work well with each other and allow fashion photography to stand out more, also to maintain the simplicity and trendy effect of the fashion sector.
Conclusion
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