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Amazon has evolved into the most significant eCommerce marketplace in the world. Recently, its reputation as “the everything store” has been expanding its digital footprint into luxury fashion sector, and it’s racing to become niche in luxury eCommerce. The pandemic has shone the spotlight on online fashion in a big way as an area for growth, and big brands are competing to dominate the luxury fashion industry. Amazon, as a new entrant into the battle to attract high-end consumers, but so far Amazon app has not created the type of experience that luxury clients and brands are looking for. Amazon is optimized for mass retail, which is the exact opposite of what luxury experience should be.

User Interview

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.

Usability Testing

After the user interview, I asked the same seven participants to test the Amazon app (virtual and in-person usability testing). I wanted to see how they would interact with the navigation menu to shop fashion items, below are some of the tasks I assigned to participants:

•  Open the app and locate the “fashion” category

•  Pick one fashion item of your interest then buy it (share with me all the main criteria you consider when buying clothes online, how do you prioritize those concerns) 

•  Try to narrow down your search using filters

•  Any specific functionalities or content you would like to access but not offered in the app

•  Is it easy to edit shopping cart, is the checkout flow quick and effortless

•  What is your overall impression when shopping fashion category using the app, where did you struggle?

Ideation

Now, knowing what problems I have to focus on, and what features users desire, I started to sketch out ideas for the new UX of the Amazon Fashion App and rethink its accessibilities.

Prototyping

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.