Revealing Design Treasures From The Amazon

Jared M. Spool@jmspool

#JaredRamblesOnAndOnAndOnAndOn

Amazon

Amazon

Amazon

Amazon

Amazon

Amazon

Amazon

Visitors in December, 2008:

Rank of all websites in traffic: 8

Revenue in 2008:

Increase over 2007: 29%

2008 Foresee Customer Satisfaction Rating:

Rank in customer satisfaction ratings: 3

Unique Customers Since Launch:

Ranking in World Population: 17

Orders placed in 2008:

Orders processed every second: 24

Amazon

Amazon

Amazon

Amazon Treasure #1

Amazon

Amazon

Harry Potter and the Deathly Hallows

Harry Potter and the Sorcerer’s Stone

Amazon

Amazon

Caution

Target

Barnes & Noble (BN.com)

Walmart.com

Harry Potter 7 Reviews One Month after Release

Amazon.com

Target.com

Harry Potter 7 Reviews One Month after Release

Ratio of Reviewers to Purchasers:

Purchases required for 20 reviews: 26,000

Viewers required at 2% conversion rate: 1,300,000

Amazon Treasure #2

Amazon

Amazon

Amazon

Amazon

Amazon

Amazon

Amazon

Amazon

Amazon

Caution

Amazon

Amazon

Amazon

Amazon

Amazon

Amazon

Amazon

Amazon

Amazon

Amazon

If every customer spent $5 more per order,it would make Amazon an additional

Amazon

Amazon

Amazon

Amazon Treasure #3

Amazon

Amazon

Amazon

Amazon

Amazon’s Security Levels

Level 0: Amazon doesn’t know who you are (no cookie)

Level 1: Amazon knows you from a cookie

It’s how they know what books to recommend or if you’re a 1-click customer

Level 2: Amazon wants to reveal something only you should know

Such as your address or shipping history

Amazon

Goal Time vs. Tool Time

Goal Time: When the user is improving the outcome of the experience

When the user is considering the product they wish to purchase

Tool Time: When the user is moving forward without any improvement in the outcome of the experience

When the user is struggling with the security system

When the user is dealing with redesigned elements

Amazon

Amazon

Amazon

Facebook

Facebook

Amazon

Amazon

Amazon

Amazon 2007 NavigationPhase-In Plan

Phase 1: Non-cookied visitors - 5,000 per day

Phase II: Non-cookied visitors - 1 per every 5

Phase III: Cookied customers - 5,000 per day

Phase IV: Cookied customers - 1 per every 5

Phase V: Everyone

Total time: 12 weeks

Caution

Items Easy To Find with Search

The Princess Bride

Books by Tom Clancy

Movies with Téa Leoni

A Canon SD1100

Mario Kart for the Wii

Items Difficult to Find with Search

The first Tom Clancy book featuring Jack Ryan

An inexpensive, but high quality SLR camera

A good toy for my six-year-old niece

Novels written by Nobel Prize for Literature winners

Amazon

Amazon

CD Baby

Amazon Treasure #4

Apple

BestBuy

Target

Site

}

Amazon’s “Negative Operating Cycle”

Amazon turns its inventory every 20 days

Best Buy turns its inventory every 74 days

Standard retail payment terms: 45 days

Best

Buy

Day0 44 74 76

ProductOrdered

ProductPaid For

CustomerBuys

CustomerPays

Cash Debt

}

Am

azon 20 22 44

ProductOrdered

ProductPaid For

CustomerBuys

CustomerPays

Cash FloatDay0

Amazon

Amazon

Amazon

Revealing Treasures from The Amazon

Engage your users by delivering great content

Don’t fear trying out new ideas

Eliminate while delivering confidence

Never forget the business

Caution is warranted

Be careful when emulating features

Some experiments don’t pan out

Not all use cases are equal

More Info from User Interface Engineering

Newsletter: UIEtips (FREE)

UIE Virtual Seminars

Reports

Conferences:UIE Roadshow: Seattle, Denver, and DCUser Interface Conference: www.uiconf.com

Blog: www.uie.com/brainsparks

Site: www.uie.com