Jared M. Spool @jmspool #JaredRamblesOnAndOnAndOnAndOn
Revealing Design Treasures From The Amazon
Aug 17, 2014
On its surface, Amazon.com just seems like a large e-commerce site, albeit a successful one. Its design isn't flashy, nor is it much to write home about. But deep within its pages are hidden secrets -- secrets that every designer should know about.
If one looks closely at what the team at Amazon has built, it's filled with innovative functionality and clever designs, all of which creates a delightful experience for its users and directly produces regular profits for its shareholders. But not all is perfect. Some design changes in the last few years have not been the success that the team had hoped for. Amazon's exceptional qualities and imperfections are critical knowledge for any designer that wants to dig deep into what makes the site tick.
In this entertaining presentation, Jared will share some of UIE's latest research into the hidden treasures of (the) Amazon.
You'll learn:
+ The simple Yes/No question that increased revenues by more than $1 billion
+ The elegant subtlety of Amazon's security system
+ Why Amazon's business model is more than meets the eye (and why designers need to care)
+ The wins and losses that Amazon has had with social media functionality
If one looks closely at what the team at Amazon has built, it's filled with innovative functionality and clever designs, all of which creates a delightful experience for its users and directly produces regular profits for its shareholders. But not all is perfect. Some design changes in the last few years have not been the success that the team had hoped for. Amazon's exceptional qualities and imperfections are critical knowledge for any designer that wants to dig deep into what makes the site tick.
In this entertaining presentation, Jared will share some of UIE's latest research into the hidden treasures of (the) Amazon.
You'll learn:
+ The simple Yes/No question that increased revenues by more than $1 billion
+ The elegant subtlety of Amazon's security system
+ Why Amazon's business model is more than meets the eye (and why designers need to care)
+ The wins and losses that Amazon has had with social media functionality
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Transcript
Jared M. Spool@jmspool
#JaredRamblesOnAndOnAndOnAndOn
Amazon
Amazon
Amazon
Amazon
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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
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
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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
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