Amazon App Redesign

A passion project dedicated to enhancing the user's sense of confidence and efficiency in shopping, while unlocking new business opportunities within the Amazon iOS app.

As a regular Amazon Prime user, I often dedicate 3-4 hours to shopping on the Amazon app. However, frequent usage has brought various issues and uncertainties to my attention. Motivated by these challenges, I've embarked on a passion project aimed at redesigning the Amazon shopping app. My goal is to enhance the shopping experience by streamlining efficiency and bolstering user confidence.

Team Structure

Product Manager
UX Engineer
Product Designer

Project Duration

January 2024 - Present

Responsibilities

UX Research
UX Design
UI Design
Graphic Design

Tools

Current Problems

Users often find it difficult to locate specific products quickly, indicating that the current navigation and search functionalities may be too complex or inefficient. There is room for improvement in the app's ability to provide relevant product suggestions, which affects users' ability to discover products that align with their interests and needs. Shoppers express uncertainty when making purchase decisions, possibly due to unclear product information, insufficient reviews, or a lack of confidence-boosting elements within the app.

OVERVIEW

How might we

redesign the Amazon IOS app to boost user confidence, simplify product discovery, and enhance shopping efficiency?

SOLUTION PREVIEW

Home page with a better navigation

The main page features a streamlined, card-based layout that highlights personalized user recommendations and quick-access categories, enhancing product discovery. A prominent essential product information, such as pricing and Prime eligibility, are presented clearly to facilitate decision-making.

Personalized Recommendations

The Recommendations section displays items with transparent pricing, discounts, and user ratings, ensuring essential information is readily accessible. Interactive personalization features enable users to dismiss items or categories and to find similar products, refining the algorithm for improved product discovery.

Clear product information with AI insights

The product page is neatly organized, highlighting the product with a clear image, price, and the option for style selection, enhancing user decision-making. AI-generated insights give a quick glance at common themes in reviews, such as ease of use and taste, allowing shoppers to gauge product quality efficiently. With the additional interactive feature of opening the AI insights panel, the design balances detailed information with a clutter-free environment.

Seamless integration of in-store return experiences

The new design streamlines the return process with an intuitive interface that provides a clear timeline of the return status, including a straightforward option to obtain a return code. It enhances the customer experience by suggesting shopping for groceries at Whole Foods post-return, merging errands into one trip. Upon arrival, the app conveniently nudges users with notifications containing the return code and in-store code, exemplifying a seamless integration of online and in-store experiences.

01. Research & Scope

Annual net income of Amazon.com from 2004 to 2023

We can see from the graph, Amazon's e-commerce dominance took a hit in 2022There are several reasons causing this:
As restrictions eased, shoppers craved in-person experiences, leading to a decline in online retail spending. This highlights the need for the Amazon app to be more engaging and cater to a customer yearning for a dynamic and inspiring shopping experience. Established rivals like Walmart and Shopify are ever-present threats, but the rise of fast-fashion giants like SHEIN adds another layer of competition. To stay ahead, the Amazon app needs a UI/UX refresh that prioritizes ease of use, discovery, and trend awareness.

Background research

The reviews collectively suggest that Amazon's website suffers from , highlighting the need for a more streamlined, intuitive interface and improved personalization features.

Expert review

What users said on app stores:

The user reviews collectively suggest that Amazon’s cluttered interface and inefficient search function make it for users to, while the further diminishes the shopping experience.

User reviews

Target

Special deals are prominently featured, capturing user attention and encouraging transactions. Search function contains a list of items to help the users pickup from where they left.

Walmart

The app features a clean layout, consistent branding across its interface, offers multiple access points to various product departments. Walmart utelizes AI to enhance the search functionality, making it more efficient for users to find products.

SHEIN

Incorporates a sticky anchor for discovery section at the top for easy navigation. Comprehensive homepage that facilitates browsing by categories and emphasizes deals and discounts

Competitor platforms outshine with user-friendly homepages that offer options and search for tailored recommendations, ensuring easy navigation and without overwhelming users with text. Notably, SHEIN excels with a layout that effectively merges shopping with sections for new discoveries.

Competitive landscape

Gender Distribution

Age Distribution

The target audience shows a nearly even gender split, suggesting the product or service appeals to all genders. Age distribution skews toward a , with a significant portion in the age range, indicating that marketing efforts or product features might be tailored to appeal more to this segment. This age group is often tech-savvy and may have more disposable income, making them a key demographic for digital marketplaces.

Target audience

Personas

02. Ideation

To proactively enhance the customer experience, I've segmented the journey into three key stages: before, during, and after shopping. This breakdown facilitates brainstorming potential features that address customer needs at each touchpoint.

Impact Effort Matrix

In order to prioritizing ideas, I have used a Impact Effort Matrix to help with decision making

Brainstorming

Design goals

By using the persona and the result from the impact effort matrix, I have refined my design goals and focusing on mainly 3 parts.

Before Shopping

Enhance discoverability that simplifies navigation and personalizes product recommendations.

During Shopping

Foster transparency and informed decision-making, presenting clear product details that simplifies product evaluation and selection.

After Shopping

Streamlining in-store returns with clear guidance and convenient integration of in-store grocery shopping.

User scenario 1: Browse through the discovery section on main page

During browsing, users scroll through products, select categories of interest, explore within those categories, and can long-press to tailor preferences, leading to a personalized selection of items to review.

User scenario 2: Checkout the detail page and buy that item

When an item intrigues, users will start by scrolling through the product details and AI-generated insights. They then assess keywords and related comments for additional context before selecting the desired item style and quantity, and ultimately proceed to purchase.

User scenario 3: Return at Whole Foods

As users plan to return items at Whole Foods, the app asks if they also want to pre-shop for groceries, directs them to the shopping page if yes, and provides a notification with a return/in-store code upon arrival, ensuring a streamlined in-store experience.

User flows

03. Design

Here are some early stage wireframes that I have used to discuss with the UX Engineer and Product Manager to make sure the whole team is on the same page.

Wireframes

Final design

Design Sysytem

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