Amazon is the world's largest online retailer, raking in over $74 billion in revenue in 2013. The company can attribute much of its success to its early foothold in online retail, vast product offerings, consistently competitive pricing, and sheer ubiquity.
This case study examines the flaws of the old Amazon.com and proposes a ground-up rebuild of the entire experience.
The new design eliminates 90% of the clutter while maintaining almost all of the functionality and keeping the user's interest in mind.
Shopping by department is simplified and background distractions are visually minimized. The entire experience on the new Amazon.com is centered around ease of use and streamlining the customer's shopping experience to drive sales.
Using the same search terms, the existing Amazon.com site shows results with tiny thumbnails and all kinds of unnecessary information.
The new Amazon.com simplifies the process and provides gorgeous, large thumbnails, with succinct product titles, reviews, and prices all clearly displayed.
Sticky navigation keeps important links close at hand at all times.
Infinite scrolling eliminates extra clicks required with dozens of pages of search results.
A convenient search box and department menu appear at the end of the results page along with clear and relevant product suggestions.
Sticky navigation keeps important links close at hand at all times.
Infinite scrolling eliminates extra clicks required with dozens of pages of search results.
A convenient search box and department menu appear at the end of the results page along with clear and relevant product suggestions.