Jared Spool: Revealing Design Treasures from The Amazon

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Jared Spool at BayCHI: Revealing Design Treasures from The Amazon …

Jared Spool at BayCHI: Revealing Design Treasures from The Amazon

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.

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  • 1. Revealing Design Treasures from The Amazon Jared M. Spool (@jmspool) User User Interface Engineering Interface Engineering #JaredRamblesOnAndOnAndOnAndOn
  • 2. Amazon
  • 3. Amazon
  • 4. Amazon
  • 5. Amazon
  • 6. Amazon
  • 7. Amazon
  • 8. Amazon
  • 9. “I like how Amazon does it. Why don’t we do it just like Amazon?”
  • 10. What makes Amazon so attractive?
  • 11. Visitors in December, 2009: 85,943,873
  • 12. Revenue in 2009: $24,509,000,000 Increase over 2008: 24%
  • 13. 2009 Foresee Customer Satisfaction Rating: 87
  • 14. Unique Customers Since Launch: 76,000,000 Ranking in World Population: 17
  • 15. Orders placed in 2008: 175,000,000 Orders processed every second: 24
  • 16. Amazon
  • 17. Amazon
  • 18. Amazon
  • 19. Engage Through Content Amazon Treasure #1
  • 20. Amazon
  • 21. Amazon
  • 22. Reviews: 3,532 Harry Potter and the Deathly Hallows
  • 23. Reviews: 5,591 Harry Potter and the Sorcerer’s Stone
  • 24. The Helpfulness Question Amazon
  • 25. Amazon
  • 26. Caution Be Careful When Emulating Features
  • 27. Target
  • 28. Harry Potter 7 Reviews One Month after Release Barnes & Noble (BN.com) 319 Walmart.com 331
  • 29. Harry Potter 7 Reviews One Month after Release Amazon.com 1805 Target.com 3
  • 30. Ratio of Reviewers to Purchasers: 1 in 1,300 Purchases required for 20 reviews: 26,000 Viewers required at 2% conversion rate: 1,300,000
  • 31. Treasure #1: Engage Through Content User commentary enhances the experience Brings an air of authenticity to the content Putting in a system to “bubble up” the most interesting or useful content can dramatically improve the experience Only a small percentage of visitors will participate Amazon has millions of visitors a day. Do you? You need to ensure you’ll have the traffic to make this happen
  • 32. Don’t Fear New Ideas Amazon Treasure #2
  • 33. Amazon
  • 34. Amazon
  • 35. Amazon
  • 36. Amazon
  • 37. Amazon
  • 38. Amazon
  • 39. Amazon
  • 40. Amazon
  • 41. Amazon
  • 42. Caution Some Experiments Don’t Pan Out
  • 43. Amazon
  • 44. Amazon
  • 45. Amazon
  • 46. Amazon
  • 47. Amazon
  • 48. Amazon
  • 49. Amazon
  • 50. Amazon
  • 51. Amazon
  • 52. Amazon
  • 53. If every customer spent $5 more per order, it would make Amazon an additional $875,000,000
  • 54. Amazon
  • 55. Amazon
  • 56. Amazon
  • 57. Treasure #2: Don’t Fear New Ideas Experimenting with new ideas is a critical part of innovation Risk averse organizations produce crap Sometimes experiments don’t quite turn out the way you expect Amazon is very comfortable with ideas not catching on They have clear metrics of success (orders, revenue) Risk is critical, but you have to minimize it at every chance
  • 58. Eliminate Tool Time While Delivering Confidence Amazon Treasure #3
  • 59. Amazon
  • 60. Amazon
  • 61. Amazon
  • 62. Amazon
  • 63. 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
  • 64. Amazon
  • 65. 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
  • 66. Amazon
  • 67. Amazon
  • 68. Amazon
  • 69. Facebook
  • 70. Facebook
  • 71. Amazon
  • 72. Amazon
  • 73. Amazon
  • 74. Amazon 2007 Navigation Phase-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
  • 75. Caution Not All Use Cases Are Equal
  • 76. 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
  • 77. 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
  • 78. Amazon
  • 79. Amazon
  • 80. CD Baby
  • 81. UMass Amherst
  • 82. BLS.gov
  • 83. Westlaw
  • 84. iwbank.it
  • 85. Wachovia
  • 86. Treasure #3: Eliminate Tool Time Decreasing tool time increases user satisfaction By shortening steps and removing obstacles, users are happier Redesigns create massive tool time for users Avoid redesigns completely by making all changes small and incremental Not all use cases are the same Search works on Amazon because of their data Match functions to your use cases, not the other way around
  • 87. Never Forget the Business Amazon Treasure #4
  • 88. Apple
  • 89. BestBuy
  • 90. Target
  • 91. Site
  • 92. 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 Day Best Buy Cash Debt 0 44 74 76 Product Product Customer Customer Ordered Paid For Buys Pays } Day Amazon 0 20 22 Cash Float 44 Product Customer Customer Product Ordered Buys Pays Paid For
  • 93. Treasure #4: Never Forget the Business Amazon’s business model is deliberately designed The site is designed to fit the business You have to start with a great business model to produce a great experience
  • 94. Amazon
  • 95. Amazon
  • 96. Amazon
  • 97. Amazon
  • 98. Amazon
  • 99. Amazon
  • 100. Amazon
  • 101. Revealing Treasures from The Amazon Engage your users by delivering great content Don’t fear trying out new ideas Eliminate tool time 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
  • 102. More Info from User Interface Engineering Newsletter: UIEtips (FREE) UIE Virtual Seminars User Interface 15 Conference uiconf.com Site: www.uie.com Twitter, LinkedIn, Facebook: jmspool