A comprehensive User Experience redesign project of the Amazon mobile application. The primary objective of this project is to elevate overall user experience, improving intuitiveness and efficiency, without compromising Amazon’s iconic identity and branding.
Tools Used: Figma, Adobe Illustrator
Amazon is one of the world’s leading e-commerce platforms with more than 2 billion visitors a month. Launched in 1995 and widely recognised as the first major internet based business enterprise. Amazon offers a wide array of products, encompassing major merchant partnerships as well as independent third party sellers. In 2017, Amazon launched a highly publicised move into the Singapore market. Despite high initial expectations, Amazon SG has since fallen short in their bid to put a dent in the highly competitive e-commerce market in Singapore. Despite having the advantage of being one of the world’s most valuable and recognisable brands, Amazon SG has failed to set itself apart as the better alternative against giants such as Shopee and Lazada.
One of the many reasons for Amazon’s recent woes can be attributed to the substandard design and experience of its mobile application, which has in turn driven users to utilise the platform’s website instead. Anecdotal evidence regarding these problems can be found in online threads and design forums, with key issues such as inconsistent design standards, counterintuitive task flows and cluttered interfaces being highlighted.
The project encompasses various design methodologies and analyses. Initial research involved the collection of contemporary anecdotal evidence through user feedback, reviews, and comments related to Amazon's mobile app. these were valuable for understanding the general user sentiments, pain points, and areas of satisfaction, forming the basis for further investigation. Following that, an in-depth examination of competitor mobile applications was conducted to identify design trends, innovative features, and areas for differentiation.