Disciplines: UX Design + Visual Design
Throughout my time at Amazon, I looked at problem-solving poor-performing pages—there is no pride in any work if it's getting the engagement and returns in the time and effort that goes into the page. The following pages explore before and after improvements.
Amazon Fashion Homepage
This was a unique page—as would only arrive at this page if you entered the URL (Amazon.com/Fashion) or clicked on the Amazon Fashion logo while already shopping on the Amazon Fashion pages. The original page had an 80% abandonment rate—the people leaving amazon.com rather than just going to another area of Amazon. It was a dead-end page with content they would have seen on previous pages—or too many options the customer did not know what to do. To simplify, I changed this page from an editorial content page to a navigational page—focusing on the categories aiding clear wayfinding. To please the content editorial team I added a highlight row with the top stories. And since private brands were a big priority for the business a third row with further content. These simple changes reduced the abandonment down to 22%, which was a great reduction. We tested further and removed the editorial and private brands' content they had no engagement and were not adding to the page and creating more work for all teams involved.
Contemporary Shop
I was contributing to an internal WYSIWYG tool to allow us to build more engaging pages and to have more options for mobile. Previously we relied on image mapping links which was not practical in the mobile era. Using the new tool I was able to redesign this shop page with a high-end luxury feel. A new typography treatment was used on this page with an editorial focus. Click-through on this page increased by ten per cent with the redesign.
Men’s Coat Shop
As with all new pages, two designs are created and tested against each other for performance. In this situation, we tested, existing widgets against custom code experience to see if spending the extra time in developing something new generated any better click-through. On being concerned at the length of our pages I designed a vertical stacking carousel—bringing content further up the page and reducing the page size by over half. The same treatments were applied on both versions where applicable. Surprisingly this shorter version marginally performed better with a 0.5% improvement. This iterated that our development time can be spent on more pressing areas.
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