Mini Case study- 2023
Amazon
“Alexa, Alexa, share how comprehensive usability testing enhanced the user experience on Amazon, optimizing the number 1 e-commerce platform in North America”.
Introduction and Problem Statement
In terms of online shopping in North America, Amazon is without a doubt the top. Its platform has changed the way that people shop online and shaped their expectations and behaviors. However, amidst its unparalleled success, a pressing question arises: how can a platform of such magnitude and influence still grapple with user experience issues?
Amazon's user experience has been marred by criticisms and frustrations from users and observers alike. However, concerns persist regarding the complexity, inefficiencies, and inconsistencies within its user interface and overall experience. In light of these concerns, our team has undertaken the challenge of evaluating Amazon's user experience and identifying opportunities for improvement to elevate the platform's overall usability, accessibility, and customer satisfaction.
Objectives
This study's goal is to assess and examine how users interact with Amazon's online store, pinpointing areas that could use improvement to boost consumer happiness, usability, and accessibility.
The goal is to deliver actionable insights and recommendations through thorough examination and data-driven analysis, which will help to improve the platform's interface and overall user experience and strengthen its position as the top online retailer in North America.
User research
Through a series of usability tests, including both in-person and virtual sessions, we gained valuable insights into user interactions and preferences. We made sure we had a thorough grasp of user behavior by using remote testing tools like FaceTime and Google Meet.
Results
After interviewing 10 participants in total these were some of the results that we came across.
5 main issues
Possible changes
These are some possible changes for the problems that the users faces, which will help elevate the platform's overall usability, accessibility, and customer satisfaction.
Team
Our goal as a unified team of five UX designers was to assess and examine the user experience of Amazon's online store as a whole. Through the utilization of our collective experience and a diverse perspective our goal is to pinpoint opportunities for enhancing usability, accessibility, and customer contentment.
Role
Designer, Researcher
Constraints
Tight timeline and limited resource available
