Jared M. Spool
@jmspool
#JaredRamblesOnAndOnAndOnAndOn
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Visitors in December, 2008:



Rank of all websites in traffic: 8
Revenue in 2008:



Increase over 2007: 29%
2008 Foresee Customer Satisfaction Rating:



  Rank in customer satisfaction ratings: 3
Unique Customers Since Launch:



Ranking in World Population: 17
Orders placed in 2008:



Orders processed every second: 24
Amazon
Amazon
Amazon
Amazon Treasure #1
Amazon
Amazon
Harry Potter and the
Deathly Hallows
Harry Potter and the
Sorcerer’s Stone
Amazon
Amazon
Caution
Target
Harry Potter 7 Reviews One Month after Release


Barnes & Noble (BN.com)



          Walmart.com
Harry Potter 7 Reviews One Month after Release


           Amazon.com



             Target.com
Ratio of Reviewers to Purchasers:



    Purchases required for 20 reviews: 26,000
Viewers required at 2% conversion rate:...
Amazon Treasure #2
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Caution
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
If every customer spent $5 more per order,
     it would make Amazon an additional
Amazon
Amazon
Amazon
Amazon Treasure #3
Amazon
Amazon
Amazon
Amazon
Amazon’s Security Levels
 Level 0: Amazon doesn’t know who you are (no cookie)

 Level 1: Amazon knows you from a cookie
 ...
Amazon
Goal Time vs. Tool Time
 Goal Time: When the user is improving the outcome of the
 experience
   When the user is consider...
Amazon
Amazon
Amazon
Facebook
Facebook
Amazon
Amazon
Amazon
Amazon 2007 Navigation
Phase-In Plan
Phase 1: Non-cookied visitors - 5,000 per day

Phase II: Non-cookied visitors - 1 per...
Caution
Items Easy To Find
with Search
 The Princess Bride

 Books by Tom Clancy

 Movies with Téa Leoni

 A Canon SD1100

 Mario ...
Items Difficult to Find
with Search
 The first Tom Clancy book featuring Jack Ryan
 An inexpensive, but high quality SLR cam...
Amazon
Amazon
CD Baby
Amazon Treasure #4
Apple
BestBuy
Target
Site
Amazon’s “Negative
   Operating Cycle”
           Amazon turns its inventory every 20 days
                 Best Buy turns...
Amazon
Amazon
Amazon
Revealing Treasures from
The Amazon
 Engage your users by delivering great content
 Don’t fear trying out new ideas
 Elimi...
More Info from User
Interface Engineering
 Newsletter: UIEtips (FREE)

 UIE Virtual Seminars

 Reports

 Conferences:
   U...
Revealing Design Treasures From The Amazon
Revealing Design Treasures From The Amazon
Revealing Design Treasures From The Amazon
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 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

Published in: Design, Education, Technology
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Revealing Design Treasures From The Amazon

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