Client:
Amazon
Service:
Usability Report
Amazon
Usability Report
For this project, I conducted a comprehensive evaluation of Amazon Fashion's desktop interface. Utilizing the heuristic and cognitive walkthrough research methods, I assessed the website's usability to establish user experience principles and its ability to guide users through the purchasing process. Overall, the evaluation provided valuable insights into potential improvements for enhancing the user experience on Amazon Fashion. Continue reading to learn more about my findings and recommendations.
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Sept 2024 - Oct 2024
UX Research - User Interview, Cognitive Walkthrough, Heuristic Evaluation
Interface Design - Sketching, Protoyping
Team Members:
Isadora Oh
Figma
Google Excel
Canva
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While Amazon is a dominant force in e-commerce, it's not always the preferred choice for fashion purchases. It’s time we change Amazon’s fashion department into the world’s leading online fashion retailer.
By implementing new minimalist designs, consistent features, and error preventing techniques, Amazon can significantly enhance customer satisfaction and increase sales in its fashion department.
Minimal design = smoother navigation to check-out
Aim for higher number of successful shopping by implimenting a minimalist Design
Less frustration/confusion = more returning customers
Provide universally used features so user doesn’t have to guess
Trust/liability from users = loyal customers
Increase reliability and trust by providing help regarding errors allowing users to believe they can trust the website
A task-based method that involves a group of reviewers walking through a task (same three tasks as given in above method) flow and answering questions about each step. The goal is to identify design errors that might make it difficult for new users to learn how to use the system.
The amount of information for every product was very overwhelming for the user it caused user to feel anxious and caused user to struggle navigating through the website.
When the user clicked on a different color option of a product, the website directed user to the entire product’s page instead of simply changing the image. Forcing the user to go back and fourth just to see different color options caused user to feel frustrated.
When the user made an error by selecting a sold out product, website didn’t block user from making the error or notify user that the product itself changed to a different available product for the selected size so the user felt tricked.
