Revealing Design Treasures From The Amazon

Jared M. Spool @jmspool #JaredRamblesOnAndOnAndOnAndOn

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 Treasure #1

Amazon

Harry Potter and the Deathly Hallows

Harry Potter and the Sorcerer’s Stone

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: 1,300,000

Amazon Treasure #2

Amazon

Caution

Amazon

If every customer spent $5 more per order, it would make Amazon an additional

Amazon

Amazon Treasure #3

Amazon

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

Amazon

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

Amazon

Facebook

Amazon

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

Caution

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

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

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 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

Amazon

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

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

Revealing Design Treasures From The Amazon

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