Amazon Redesign
Amazon Redesign
2025 | Competitive Analysis, User Research, Heuristic Evaluation, Prototyping, Data-driven design
2025 | Competitive Analysis, User Research, Heuristic Evaluation, Prototyping, Data-driven design
My Role:
My Role:
UX Researcher – Heuristic Evaluation, Cognitive Walkthrough, Business Goals, Competitive Analyses, User Interviews, Observation Studies, Usability Testings, User Flows
UX Designer – Prototyping, Sketches, Wireframing
UX Researcher – Heuristic Evaluation, Cognitive Walkthrough, Business Goals, Competitive Analyses, User Interviews, Observation Studies, Usability Testings, User Flows
UX Designer – Prototyping, Sketches, Wireframing
Timeline:
Timeline:
2 weeks
2 weeks
Team Size:
Team Size:
Individual
Individual
Tools Used:
Tools Used:
UX Check, Illustrator, Figma
UX Check, Illustrator, Figma
Overview
Overview
I took on the challenge of redesigning Amazon’s shopping experience to make it simpler, faster, and more intuitive for users.
Focusing on the key task flow—searching for a product and adding it to the cart or purchasing it—I conducted heuristic evaluations, usability testing, competitive analysis, and cognitive analysis to uncover critical pain points. Users faced challenges like confusing navigation, an overwhelming interface, and unnecessary friction in the shopping journey.
To address these, I created sketches and prototypes that streamlined navigation, reduced visual clutter, and optimized the flow from search to checkout. This project highlights my ability to leverage research insights and design solutions that deliver a seamless, user-focused experience.
I took on the challenge of redesigning Amazon’s shopping experience to make it simpler, faster, and more intuitive for users.
Focusing on the key task flow—searching for a product and adding it to the cart or purchasing it—I conducted heuristic evaluations, usability testing, competitive analysis, and cognitive analysis to uncover critical pain points. Users faced challenges like confusing navigation, an overwhelming interface, and unnecessary friction in the shopping journey.
To address these, I created sketches and prototypes that streamlined navigation, reduced visual clutter, and optimized the flow from search to checkout. This project highlights my ability to leverage research insights and design solutions that deliver a seamless, user-focused experience.
Why this Redesign
Why this Redesign
Redesigning Amazon for Clarity and Ease
Redesigning Amazon for Clarity and Ease
Amazon is an e-commerce giant, but even the most successful platforms can be overwhelming when users face too many distractions. I personally felt this frustration as a shopper, navigating through countless filters, irrelevant suggestions, and a cluttered interface. This experience inspired me to focus on refining the core shopping journey—the process of finding a product and completing the purchase.
This redesign is not just about fixing a website—it's about improving how people interact with a platform they rely on every day. The goal was to make the shopping experience faster, clearer, and more intuitive, ensuring that users feel confident and satisfied at every step of their journey.
By addressing these key areas, I believe this redesign can make Amazon even more enjoyable to use, making the user experience as seamless as possible.
Amazon is an e-commerce giant, but even the most successful platforms can be overwhelming when users face too many distractions. I personally felt this frustration as a shopper, navigating through countless filters, irrelevant suggestions, and a cluttered interface. This experience inspired me to focus on refining the core shopping journey—the process of finding a product and completing the purchase.
This redesign is not just about fixing a website—it's about improving how people interact with a platform they rely on every day. The goal was to make the shopping experience faster, clearer, and more intuitive, ensuring that users feel confident and satisfied at every step of their journey.
By addressing these key areas, I believe this redesign can make Amazon even more enjoyable to use, making the user experience as seamless as possible.
The Process
The Process
How did I go about it?
How did I go about it?
Research
Research
Understanding Amazon’s vision: What is the business trying to achieve?
Understanding Amazon’s vision: What is the business trying to achieve?
Amazon's website design, often perceived as cluttered, is a deliberate reflection of its business strategy.
Amazon's website design, often perceived as cluttered, is a deliberate reflection of its business strategy.
Maximizing Discoverability and Cross-Selling
Maximizing Discoverability and Cross-Selling
Amazon's cluttered layout shows as many products as it can to help users discover extra items they didn’t plan to buy.
Amazon's cluttered layout shows as many products as it can to help users discover extra items they didn’t plan to buy.
Customer Retention Through Familiarity
Customer Retention Through Familiarity
Amazon's consistent design creates a sense of comfort and familiarity for long-time users.
Amazon's consistent design creates a sense of comfort and familiarity for long-time users.
Ad Revenue Optimization
Ad Revenue Optimization
Amazon earns big through ads by designing a layout that fits sponsored products and banners, boosting revenue.
Amazon earns big through ads by designing a layout that fits sponsored products and banners, boosting revenue.
Reference: https://bobhutchins.medium.com/cluttered-by-choice-amazons-ux-gamble-that-s-paying-off-6260779f4161
Cognitive & Heuristic Evaluation
Cognitive & Heuristic Evaluation
Let’s evaluate the site now
Let’s evaluate the site now
Amazon’s unclear categories, excessive options, and inconsistent design patterns create confusion and hinders a seamless shopping experience.
Amazon’s unclear categories, excessive options, and inconsistent design patterns create confusion and hinders a seamless shopping experience.
Navigation Issues
Navigation Issues
The main navbar lacks clear categories making it harder to find specific shopping sections.
The main navbar lacks clear categories making it harder to find specific shopping sections.
Overwhelming number of departments with technical names.
Overwhelming number of departments with technical names.
Search and Filtering
Search and Filtering
Excessive filters that are not user-friendly; many filters go unnoticed.
Excessive filters that are not user-friendly; many filters go unnoticed.
Search this page feature leads to confusing results (e.g., videos of customer product trials).
Search this page feature leads to confusing results (e.g., videos of customer product trials).
Product Page Issues
Product Page Issues
Important information like price, ratings, delivery, and "Add to Cart" or "Buy Now" buttons are not prioritized.
Important information like price, ratings, delivery, and "Add to Cart" or "Buy Now" buttons are not prioritized.
A lot of details buried in the same page with no visual hierarchy.
A lot of details buried in the same page with no visual hierarchy.
Home Page
Home Page
Urgency-inducing elements, such as the Prime Video timer, feel misplaced and distract from the shopping experience.
Urgency-inducing elements, such as the Prime Video timer, feel misplaced and distract from the shopping experience.
Recommendations and distractions make it harder to focus on completing the purchase process.
Recommendations and distractions make it harder to focus on completing the purchase process.
Usability Testing
Usability Testing
What does the users have to say?
What does the users have to say?
Personas
Personas
Analyzing the issues, I identified two key personas that closely reflect the challenges users face
Analyzing the issues, I identified two key personas that closely reflect the challenges users face
Betsy, the Busy Professional
Betsy, the Busy Professional
“I just want to find my item quickly, but all these distractions makes it hard to focus.”
“I just want to find my item quickly, but all these distractions makes it hard to focus.”
Shopping Habbits:
Shopping Habbits:
Frequently shops online, prefers efficiency and ease, values convenience over browsing.
Frequently shops online, prefers efficiency and ease, values convenience over browsing.
Frustrations:
Frustrations:
Hidden Features - The lack of visible and easily accessible sort/filter options frustrates her, leading to wasted time.
Mutliple Steps - Having to click through multiple pages, like when selecting a color takes her to a new product page, adding unnecessary steps.
Cluttered Interface - Overwhelmed by the sheer number of options and banners on Amazon.
Hidden Features - The lack of visible and easily accessible sort/filter options frustrates her, leading to wasted time.
Mutliple Steps - Having to click through multiple pages, like when selecting a color takes her to a new product page, adding unnecessary steps.
Cluttered Interface - Overwhelmed by the sheer number of options and banners on Amazon.
Vin, the Inexperienced Shopper
Vin, the Inexperienced Shopper
“The site is just too overwhelming. I feel like I need a map to find what I want!”
“The site is just too overwhelming. I feel like I need a map to find what I want!”
“The site is just too overwhelming. I feel like I need a map to find what I want!”
Shopping Habbits:
Shopping Habbits:
Shops occasionally for essentials, not very brand-loyal, but tends to browse a lot before buying.
Shops occasionally for essentials, not very brand-loyal, but tends to browse a lot before buying.
Frustrations:
Frustrations:
Overwhelming Navigation - He gets lost trying to figure out where to look.
Confused Layout - Finds the site hard to navigate due to the hidden 'Sort By' feature and confusing options like size selection or the 'Buy Now' button.
Lack of simplified choices - The abundance of choices without clear guidance often leads him to second-guess his selections.
Overwhelming Navigation - He gets lost trying to figure out where to look.
Confused Layout - Finds the site hard to navigate due to the hidden 'Sort By' feature and confusing options like size selection or the 'Buy Now' button.
Lack of simplified choices - The abundance of choices without clear guidance often leads him to second-guess his selections.
Designs
Designs
After a lot of brainstorming sessions and iterations
After a lot of brainstorming sessions and iterations
Here’s how I reimagined Amazon’s design—addressing user frustrations while staying true to their business goals.
I designed the app's features with first-time users in mind, focusing on simplifying their experience while addressing key challenges identified in the research.
Here’s how I reimagined Amazon’s design—addressing user frustrations while staying true to their business goals.
I designed the app's features with first-time users in mind, focusing on simplifying their experience while addressing key challenges identified in the research.
Simplified Navigation
Simplified Navigation
Minimized and reorganized the navbar options to reduce clutter, creating a more familiar and intuitive structure that makes shopping easier for users.
Minimized and reorganized the navbar options to reduce clutter, creating a more familiar and intuitive structure that makes shopping easier for users.
Redesigned Product Cards
Redesigned Product Cards
Adjusted the design of product cards to reduce the overwhelming white space, ensuring they guide the user’s attention without distracting from their primary shopping task.
Adjusted the design of product cards to reduce the overwhelming white space, ensuring they guide the user’s attention without distracting from their primary shopping task.
Streamlined Filters
Streamlined Filters
Simplified the filters by reducing non-essential options and providing a cleaner, more focused layout
Simplified the filters by reducing non-essential options and providing a cleaner, more focused layout
Humanized Page Labels
Humanized Page Labels
Replaced technical terms like "Database Results" with more user-friendly language and included the page name to provide clear and relatable context for users.
Replaced technical terms like "Database Results" with more user-friendly language and included the page name to provide clear and relatable context for users.
Focussed Product Cards
Focussed Product Cards
Streamlined the product cards by including only the most relevant information, ensuring users can make quicker, more informed decisions without unnecessary distractions.
Streamlined the product cards by including only the most relevant information, ensuring users can make quicker, more informed decisions without unnecessary distractions.
Shopping with Information That Matters
Shopping with Information That Matters
Designed the first column to showcase only essential information, making it easier for users to find what they need quickly and shop with ease.
Designed the first column to showcase only essential information, making it easier for users to find what they need quickly and shop with ease.
New Designs
New Designs
Future Work
Future Work
Future work to be done
Future work to be done
These iterations in particular taught me invaluable lessons about incorporating user feedback and applying design thinking.
These iterations in particular taught me invaluable lessons about incorporating user feedback and applying design thinking.
Conduct Usability Testing
Conduct Usability Testing
To validate the effectiveness of the design, usability testing will be conducted to gather real user feedback. This will help identify pain points and areas for further refinement.
To validate the effectiveness of the design, usability testing will be conducted to gather real user feedback. This will help identify pain points and areas for further refinement.
Expand the scope of work
Expand the scope of work
The initial redesign focused on key aspects of the shopping experience. Future iterations will explore additional improvements, such as personalized recommendations, accessibility enhancements, and checkout optimizations.
The initial redesign focused on key aspects of the shopping experience. Future iterations will explore additional improvements, such as personalized recommendations, accessibility enhancements, and checkout optimizations.
Align with business goals
Align with business goals
To ensure the design meets both user and business needs, discussions with Amazon employees will provide insights into company goals, technical constraints, and potential opportunities for innovation.
To ensure the design meets both user and business needs, discussions with Amazon employees will provide insights into company goals, technical constraints, and potential opportunities for innovation.
Retrospective
Retrospective
Lessons I learnt
Lessons I learnt
Business Alignment Strengthens Design Impact
Business Alignment Strengthens Design Impact
Understanding business goals and technical constraints is crucial for creating feasible and impactful design solutions. Future discussions with Amazon employees will provide deeper insights into these aspects.
Understanding business goals and technical constraints is crucial for creating feasible and impactful design solutions. Future discussions with Amazon employees will provide deeper insights into these aspects.
Design is an Iterative Process
Design is an Iterative Process
The first solution is rarely the final one. Continuous refinement, testing, and adaptation are necessary to create a seamless and engaging user experience.
The first solution is rarely the final one. Continuous refinement, testing, and adaptation are necessary to create a seamless and engaging user experience.
Importance of Usability Testing
Importance of Usability Testing
Assumptions don’t always align with real user behavior. Conducting usability tests early and iterating based on feedback ensures that the design truly addresses user pain points.
Assumptions don’t always align with real user behavior. Conducting usability tests early and iterating based on feedback ensures that the design truly addresses user pain points.
