Revealing Design Treasures From The Amazon
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Revealing Design Treasures From The Amazon

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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......

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

More in: Design , Education , Technology
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Transcript

  • 1. Jared M. Spool @jmspool #JaredRamblesOnAndOnAndOnAndOn
  • 2. Amazon
  • 3. Amazon
  • 4. Amazon
  • 5. Amazon
  • 6. Amazon
  • 7. Amazon
  • 8. Amazon
  • 9. Visitors in December, 2008: Rank of all websites in traffic: 8
  • 10. Revenue in 2008: Increase over 2007: 29%
  • 11. 2008 Foresee Customer Satisfaction Rating: Rank in customer satisfaction ratings: 3
  • 12. Unique Customers Since Launch: Ranking in World Population: 17
  • 13. Orders placed in 2008: Orders processed every second: 24
  • 14. Amazon
  • 15. Amazon
  • 16. Amazon
  • 17. Amazon Treasure #1
  • 18. Amazon
  • 19. Amazon
  • 20. Harry Potter and the Deathly Hallows
  • 21. Harry Potter and the Sorcerer’s Stone
  • 22. Amazon
  • 23. Amazon
  • 24. Caution
  • 25. Target
  • 26. Harry Potter 7 Reviews One Month after Release Barnes & Noble (BN.com) Walmart.com
  • 27. Harry Potter 7 Reviews One Month after Release Amazon.com Target.com
  • 28. Ratio of Reviewers to Purchasers: Purchases required for 20 reviews: 26,000 Viewers required at 2% conversion rate: 1,300,000
  • 29. Amazon Treasure #2
  • 30. Amazon
  • 31. Amazon
  • 32. Amazon
  • 33. Amazon
  • 34. Amazon
  • 35. Amazon
  • 36. Amazon
  • 37. Amazon
  • 38. Amazon
  • 39. Caution
  • 40. Amazon
  • 41. Amazon
  • 42. Amazon
  • 43. Amazon
  • 44. Amazon
  • 45. Amazon
  • 46. Amazon
  • 47. Amazon
  • 48. Amazon
  • 49. Amazon
  • 50. If every customer spent $5 more per order, it would make Amazon an additional
  • 51. Amazon
  • 52. Amazon
  • 53. Amazon
  • 54. Amazon Treasure #3
  • 55. Amazon
  • 56. Amazon
  • 57. Amazon
  • 58. Amazon
  • 59. 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
  • 60. Amazon
  • 61. 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
  • 62. Amazon
  • 63. Amazon
  • 64. Amazon
  • 65. Facebook
  • 66. Facebook
  • 67. Amazon
  • 68. Amazon
  • 69. Amazon
  • 70. 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
  • 71. Caution
  • 72. 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
  • 73. 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
  • 74. Amazon
  • 75. Amazon
  • 76. CD Baby
  • 77. Amazon Treasure #4
  • 78. Apple
  • 79. BestBuy
  • 80. Target
  • 81. Site
  • 82. 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 Cash Float 0 20 22 44 Product Customer Customer Product Ordered Buys Pays Paid For
  • 83. Amazon
  • 84. Amazon
  • 85. Amazon
  • 86. 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
  • 87. More Info from User Interface Engineering Newsletter: UIEtips (FREE) UIE Virtual Seminars Reports Conferences: UIE Roadshow: Seattle, Denver, and DC User Interface Conference: www.uiconf.com Blog: www.uie.com/brainsparks Site: www.uie.com