A Case Study: Evolution of Amazon User Experience

I have created a case study of how Amazon website has evolved from it’s beginning to today. Primary focus is how home page key elements changes and how Amazon services evolved to be more and more customer centric.

USER EXPERIENCE

• Amazon is known for its user friendly interface for both digital newbies and well as to internet natives.
• The interface is self explanatory hence easy to navigate.
• It serves the purpose ”to shop” as it bring user satisfaction.

SEARCH ORIENTED USER INTERFACE

• Amazon has a clear wide search area which encourage users to buy. Amazon has emphasized on easy to find search bar so the size and alignment is right at the eye level encourages users to browse.
• Autosuggest search bar.
• Search bar is available on every webpage hence users don’t have to go back and forth.
• Product recommendations on the basis of user’s browsing history.

Home Page

• Inspite, of large inventory, the Home page is self explanatory with well arrange white space to define and highlight the features or products.
• The alignment is on the based of customer motivationsfrom beauty to fresh food.
• Account history, previous order and Subscription are meant for one shop home comfort experience.

USER FRIENDLY PRODUCT PAGE

• Prime Guarantee with easy returns in competitive price.
• User goals to buy to “Buy now” and Easy returns completes the cycle of purchase.
• Users reviews make product trustworthy.

Conclusion

Amazon is an another name for “ecommerce”. The Amazon’s vast product inventory, user friendly features, and fulfillment guarantee with comfort of one to two days delivery at the door steps makes Amazon successful.