1. Amazon's User Experience
Presentation

2. Global Assessment
● Home page contains all
information necessary
and is credible
● Easy to navigate
● User opinion highly
valuable given the volume
they have obtained
● International sales,
international payment
options great
● Purchasing process
simple and easy

3. 5 Best Functionalities
Content tailored to users: Amazon analyzes your site activity to
give you recommendations about products you may like. It helps
discovering interesting products.
Sample products: A big challenge with buying online is not having
the product in your hands. When you buy books on Amazon, that
experience is nicely replicated by the “Look Inside” and “Get a
Sample” features.
Customer reviews: Amazon has a large base of customers that
make an active review community. They offer simple but powerful
features to go through those reviews and analyze the opinions.
Other sellers integrated: Amazon wants you to find everything on
their site, even if they don't sell it. They integrate different sellers
offering new and used items. This expands their offering
significantly.
One-click shopping: Users can set up their accounts to make
one-click purchases and skip all the process of typing and
confirming information.

4. 3 Pain Points
Too many items on one page: When strictly speaking
about user experience, a regular Amazon page is
extremely cluttered. It can contain more than 250 links
and buttons.
Difficult to find uncommon items: Amazon has millions
of products, but unless you know the exact name, you
will only see the most popular and bestselling items.
What's the value in such a large offering if you can't
find it?
Lack of clarity of who is the seller, what are the terms:
When purchasing from 3rd party sellers, it is not
always clear who you are buying from, or if they offer
the same service.

5. Improvements
Pain Point Improvements
Too many items Allow users to choose which information to show on
on one page product pages. Make items as bestselling list,
recently viewed items, and “customers who
bought...”, optional. Offer a more visually pleasing
product-list view, like expandable lists (i.e. show top
3 best sellers, and a link to “Show more”).
Difficult to find Improve advanced search options, currently too
uncommon items limited.
Implement Netflix's recommendation system, where
users can rate books they've read, and mark the
ones that are interesting/not interesting to them.
Lack of clarity of Add a page in the purchase process when buying
who is seller, what from 3rd parties where it shows exactly what's
are terms different vs. buying from Amazon directly.

6. New Feature
Social integration for
automatic wish list sharing
and group buying
Connect with Facebook and all
your friends can access your wish
list. For birthdays, if you want a
$500 TV that no one would buy for
you, 20 friends can chip in with $25
and make it a group gift.
I just contributed $25 to David Gracia's
birthday gift. Click here to contribute http:
//amzn.com/bday574

7. New Feature - Research
Types of questions to be answered:
1. Understand if users need ■ What are the occasions people
such a tool, and how would would collaborate on a gift for?
■ Do people really want to
they use it collaborate on gift buying? is
○ Qualitative research: there a real demand?
■ If so, How many people need to
interviews, focus collaborate on the gift?
groups ■ Are our current payment
methods sufficient?
2. Analyze ■ How can the organizer send out
technical feasibility to make the gift sharing invitation?
■ What tools do gift organizers
sure it's possible and need to manage the group?
practical ■ What if someone doesn’t pay on
time for the gift to reach the
recipient by the date in
question? e.g., can the
organizer pay the balance?
■ What kind of reminders do we
need to send to participants?
■ How can we maximize on the
opportunity?

8. New Feature - Design & Test
DESIGN TEST
1. Integrate with the Gift 1. Launch a pilot on
Organizer. Amazon's US site, asking
2. Use qualitative research for extensive feedback
to improve user for all users that try it.
experience. Users must 2. Promote via social media
find it easy to use. marketing and encourage
3. Make adjustments and sharing.
finalize for testing. 3. Use Google's Website
Optimizer for A/B testing
until strong feedback is
gathered.

9. Website 1: Homepage
● Menu bar makes it easy to go to specific sections easily.
● Not friendly enough for new users.
● Major focus on Kindles, most important product for Amazon
and all time best-selling item.
● Advertisement on the right side is poorly targeted and
unnecessary.

10. Website 2: Books
● Menu bar has a complete list of categories, but that makes it
very long and not very friendly.
● In general, the page is cluttered, the number of products can be
it can be overwhelming.
● Major focus on bestselling and recently viewed items is good.

11. Website 3: Product
● Product information is complete, but very spread out.
● Pricing information very clear.
● Product is featured correctly.
● Suggestions of items powered by Amazon's customer
information are good and well placed below the item.

12. Mobile device
Amazon iPhone App
● Familiar style
● Very easy to navigate
● Fully functional and all
sections present
● Interesting new options that
take full advantage of
mobile:
○ Barcode scanner
○ Amazon Remembers
■ Photo based search
■ 3 items tested
■ worked each time
■ integration with
standard web in beta