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Amazon ppt. (final)
 

Amazon ppt. (final)

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Presentation on the User Experience at Amazon.com

Presentation on the User Experience at Amazon.com

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  • Jeff Bezos: He began looking through the dictionary and settled on "Amazon" because it was a place that was "exotic and different" and it was the river he considered the biggest in the world, as he hoped his company would be.
  • -It's a company that leveraged trends - market shifts - to take advantage of new technologies and new ways of people shopping.  -Over the last 5 years Amazon's stock has risen from about $30/share to about $180/share - about a 45%/year compounded rate of return!
  • Amidst the perpetually cluttered layout, a few clean, distinct elements immediately catch the user ’ s eye:  the navigation section in the upper-left, and the search/shopping cart controls near the top. The user is able to quickly find and purchase products The seller is able to quickly process online purchases and make a profit
  • Amazon uses cookies to keep a user logged in, and that user ’ s shopping habits are tracked and stored server-side.
  • To help understand the customer service process, every Amazon.com employee spends two days every two years on the service desk handling calls -- even the CEO.

Amazon ppt. (final) Amazon ppt. (final) Presentation Transcript

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  • Search Suggestions Juan Pablo Handall Suryanata Hatta Tim Averill Carlos Alcantara Rodrigo Cuesta Nicolas Staton Arnab Saharoy Ignacio Muñiz Amazon Presentation
  • TABLE OF CONTENTS Showing 1 – 4 of 25 Results Choose a Department to enable sorting
      • Introduction of Amazon
      • History & Facts
      • Growth
      • Financial Performance
      • 2. User Experience Assessment
      • Navigation & Customization
      • Reminders, Reviews & Product viewing/sampling
      • Mobile App & Wish List
      • 3. Key Learning & Pain Points
      • Innovation, unlimited options & Adaptation
      • Credit Card, Fraud Risk, Standardization
      • Human contact & Cluttered website
      • 4. Conclusions
      • New technologies & Trends
      • Website design
      • Vision & Strategic Acquisitions
    • Multinational electronic commerce company
    • Headquarters in Seattle and Luxembourg
    • The world ’s largest Online retailer
    WHAT ’ S AMAZON?
    • Founded by Jeff Bezos in 1994 and went online in 1995
    • Named after the Amazon River : a place that is “exotic and different”
      • it was almost called Cadabra as in Abracadabra, until someone asked, is the name cadaver?
    • Started as an Online Bookstore that later diversified (Cd ’s, DVD’s, software, etc.)
    • The logo: evolved from a river to a smiling arrow ( pointing A to Z ) forming a smile, saying "we're happy to deliver anything, anywhere.”
    • It went from a tiny startup operating on second-hand computers in a garage to a global company with 12 major retail websites .
    • Ranked Global Website #11 – Sites linking in 1,071,384 ( www.alexa.com )
    HISTORY & FACTS
    • 50% of Amazon revenues lie outside the U.S .  whereas WalMart, Sears, Target, etc. have struggled in foreign markets
    • Half of all Amazon book sales are digital , creating growth where most competitors have stagnated and declined
    • Amazon developed game-changing technology and capabilities allowing it to do what customers wanted, but other retailers were unwilling to create
    HOW DID THEY MANAGE TO GROW?
  • USER EXPERIENCE – WEBSITE NAVIGATION
    • Product search and online purchasing.
    • Placement of navigation elements critical.
    • Sharp colors, gradients and subtle 3-D effects make vital user tools stand – out.
    • The user is able to quickly find and purchase products.
    • The seller is able to quickly process the online purchases.
  • USER EXPERIENCE - CUSTOMIZATION
    • Use of cookies, data mining and algorithms to track users shopping habits and searches
    • Dynamically customizes the users experience based on prior searches, page views, wish lists, purchases
    • Edit search history.
    • Changes are instantaneous
    • Customized/editable experience
    • The user does not feel like the content is being forced on them
  • USER EXPERIENCE – ¨WHY SHOP WITH US¨ REMINDERS
    • Reminders about why the user should purchase on Amazon and not elsewhere.
    • Listings of MSRP (manufacturers suggested retail price and price comparisons)
    • Strong sales incentives
  • USER EXPERIENCE – CUSTOMER REVIEWS
    • Large customer base
    • Active review community
    • Simple and powerful features to go through views and analyse opinions.
    • Easily access both positive and negative reviews
    • Customer comfort
    • Allow customers to review every step of the buying process.
  • USER EXPERIENCE – PRODUCT SAMPLING/VIEWING
    • Challenges of online purchasing – no feel and inspection product.
    • Detailed close up pictures of the product from all angles.
    • Use “ look inside ” and “ Get a sample ” features for books
  • USER EXPERIENCE – MOBILE APPLICATION
    • Apps for all smart phone operators and tablets
    • Fast and convenient good use of bar codes and pictures
    • Amazon Appstore for Android
  • USER EXPERIENCE - WISH LIST
    • Add items off other websites
    • Public wish lists – Birthdays, events
    • Opportunity to link with social media
  • USER EXPERIENCE – CHECK OUT
    • Online average buying time is 4 mins
  • KEY LEARNING POINTS
    • The availability of products makes a big difference…
    • the sky is the limit!!!
  • KEY LEARNING POINTS
    • Amazon ’s Ubiquity:
    • Excellent online positioning for product searches
    • Amazon has invested heavily in trends even when its investments were in areas where Amazon had no history, capability or expertise.
    KEY LEARNING POINTS
    • Adapt to the trends of the market
    • (print to digital)
    KEY LEARNING POINTS
    • Listen to your customer s needs, and care for what they want
    KEY LEARNING POINTS
    • They Adhere to the “long tail” selling model = selling a large number of unique items
    KEY LEARNING POINTS
    • Personalize your service and provide info to the customer
    KEY LEARNING POINTS
    • NOT A COMPLETE SOCIAL MEDIA INTEGRATION
    • Twitter & Facebook Account, but not integrated into the shopping experience.
    PAIN POINTS
  • PAIN POINTS
    • CLUTTERED WEBSITE
    • NO HUMAN CONTACT
    • NO TRACKING WITH 3RD PARTIES
    PAIN POINTS
    • Credit card requirement
    • Fraud risk with 3rd party transactions
    PAIN POINTS
    • Amazon is not everywhere and differs from country to country
    PAIN POINTS
    • The shopping experience needs to keep up with new Technologies & Trends.
    • In website design a first concern is not being cool, but fulfillment of its purpose, which is… maximum sales.
    • Amazon ’ s willingness to go beyond the conventional wisdom of investing in its “ core ”   has been critical to its success.
    • The quality of the operations and logistics high standards are within the level of the online user experience making the Amazon brand stronger.
    CONCLUSIONS
  • “ A big piece of the story we tell ourselves about who we are, is that we are willing to invent ” Jeff Bezos: Comments on a shareholder meeting June, 2011
  • Q & A Sneak peak at the inside of Amazon.com
    • They may account for a third of all U.S. E-commerce sales , boast over 33,000 employees around the world and own such big names as IMDB, Zappos.com
    • Call the service desk you might get the CEO
    • 3 Private brands (Pike Street, Pinzon, Strathwood)
    • A 3 Billion dollars order?
    • IPO May 15, 1997
    • Amazon expected profits in 4 to 5 years from launch
    • Survived the dotcom crisis but was hit hard from a high of $100 to a low of $6
    • First profits Q4-2001, they didn ’t see full year profits until 2003
    • Revenues - $19.17B (2010)
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