Amazon Prime • Redesign 




︎︎︎ About the project:
The project had the purpose to redesign the current page of Amazon Prime, which has inconsistency and repeat a lot of informations.
It is an experimental project and it doesn't have any direct connection to the Amazon company.
︎︎︎ My role: Benchmarking, Research, Personas, Wireframe, Prototype and User Testing
︎︎︎ The challege: Redesign the pages of the Amazon Prime
︎︎︎ Segment:
E-commerce
︎︎︎ Tools:
Figma
︎︎︎ Year:
2021



︎︎︎ Objective
Redesign the Amazon Prime page so that users have a more personalized and useful experience.

When looking at Prime's current "Home Page", we realize that there is a lot of repeated information, making the page needlessly polluted. There are many banners displayed at the same time, which ends up confusing the user. On the “Delivery” page, we also see a lot of information repeated and demonstrated in an impractical way. And finally, the “My Profile” page brings back the Prime benefits we saw on the Home Page. In general, the pages have information that is constantly repeated and does not bring a customized and useful experience to users.

︎︎︎ Proccess:
  1. Benchmarking
  2. Research
  3. Personas
  4. Wireframe
  5. User Flow
  6. High-fidelity Prototype
  7. User Testing
  8. Style Guide


︎︎︎ Research:
4 of the 5 users interviewed are subscribed to Amazon Prime and use it frequently.. They all miss a platform that is more personalized to their personal tastes.

“As a Prime user, I miss a more organized page with product indications according to my tastes. I feel like I get a little lost when I go to Amazon. It’s a lot of information and not much that is really relevant to me.” (User 1)

"I would like my wishlist to be more clear. Sometimes I even forget that I have one." (User 2)

"The “my signature” page is very confusing. It has a lot of repeated information.” (User 3)



︎︎︎ Wireframes: 




︎︎︎ Prototype:
Using the 8-pt grid

To solve the problem of a lot of repeated information, I chose to put on the “Home Page” only products that may be of interest to the user, based on their previous searches: “Recommendations for you”; “Browsing History” and “Wishlist”. All categories are of interest of user. On the “Delivery” page, reduce the information and leave only what is necessary. Instead of putting a screen print and illustrations pointing to the "prime" stamp location, I chose to leave a space to insert a tutorial video. It is a much more dynamic tool for the user to be able to visualize where to find the “prime” seal. On the “My Profile” page, I added the latest requests made by the user.







︎︎︎ High fidelity prototypes:















︎︎︎ User Testing:
The high quality prototype was sent to the users interviewed at the beginning of the project, they browsed and tested the functions and gave feedback:

"Wow, it was very intuitive and easy to see the products that might interest me. It's all very clean and visually appealing. Very different from the chaos of the Amazon Prime website these days." (User 1)

"I really liked the "wishlist" appearing right away on the home, it's a way to remember what I put on the list and, who knows, buy it right away." (User 2)

"The functions implemented in the prototype are easy to access, intelligent positioning and are in full accordance with the interface and interactions of the Amazon website." (User 3)




Thank you very much.
july @ 2021
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