I managed the User Experience for Amazon Tech Store, which catered to millions of visitors per day.
The Electronics Store had gone from a few-segment category to a virtually infinite amount of product segments in 18 sub-stores. New products and ways of offering them to users needed to be represented. Conversion and usability opportunities needed to be acted upon. The design aesthetic needed to be updated to fit a new style guide. And it all needed to happen in time for the Christmas period.
I led this project and was supported by a team of 3, comprised of Site Merchandisers and a PM. I was the sole individual responsible for User Experience and I personally created the deliverables that you will see in this case study, including visual design. The development was completed by adapting self-service Amazon existing components. I saw the project through from the kickoff meeting, senior sign-off, to the launch, and through multiple rounds of iteration afterward.
I began by diving into our historical data, surfacing user pain points and barriers to conversion. Users commonly went from the home page directly to only a few best-sellers that would more often then not be the same products as would appear in search, defeating the purpose all together of having a category store page and sub-category store pages. Despite being in-depth, the store pages lacked critical information to navigate and discover.
Massive amounts of data were available in Amazon Reports, Feature Analytics, and custom queries. The main challenge was sorting through the data and finding meaningful patterns.
This project drastically affected multiple different areas of the organisation, which at times had conflicting interests. I conducted interviews with representatives from Product, Marketing, Sales, Services, Support, and Executive Leadership to understand each part of the company’s unique requirements and concerns for the design. I also thoroughly documented the steps of the process to bring clarity around the project and talk on behalf of the user.
I collected a lot of internal feedback, cross-referenced it with user feedback, and prioritized design changes.
Design & Prototype
Once we had a solid direction for the design, I began to produce multiple different versions of wireframes, identifying the commonalities possible for the 18 sub-stores. I then put the designs in front of users and internal stakeholders for testing and feedback. This helped me to narrow the design down to three major variations, which I used to establish a single design framework, and thus move into visual design.
We experimented with a wide array of designs, eventually landing on an atypical, navigation-first structure.
One of the biggest challenges I wanted to go head on with was thinking about the Mobile version of the stores first. This meant reducing granularity in content, thinking about interactions, and decluttering a lot of elements. It was also a challenge from a company culture aspect.
Test, Iterate and Deliver
Abandonment tracking, QA Testing & Accessibilty
The design needed to display consistently across browsers and devices. Using browser spoofing , we emulated the site on real devices to test internally. Knowing that our users were 64% in Chrome, 23% in Safari, 9% in Firefox, 3% in IE, and 1% in Edge, we prioritised fixes according to audience size and criticality.
In an awesome moment, we got to launch the first Store using the tested designs. The 18 others sub-stores gradually followed over the course of 2 months.
Each page affected in the iteration had a set of Key Performance Indicators that I monitored and tested against. I paid especially close attention to Conversion Rate, Abandonment Rate, Revenue down-stream, Navigation Summary (Origin page and Destination page), and even specific Search Queries.
It was extremely rewarding to work on a project that generated such measurable impact for both Amazon and it’s users. The impact on Abandonment rates were huge and ultimately my designs were exported to other stores across Europe, with recognition from the Senior team and the increasing focus for a truly user-centred design.