1.
Jared M. Spool
@jmspool
#JaredRamblesOnAndOnAndOnAndOn

2.
Amazon

3.
Amazon

4.
Amazon

5.
Amazon

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Amazon

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Amazon

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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

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Amazon

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Amazon

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Amazon

17.
Amazon Treasure #1

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Amazon

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Amazon

20.
Harry Potter and the
Deathly Hallows

21.
Harry Potter and the
Sorcerer’s Stone

22.
Amazon

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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

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Amazon

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Amazon

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Amazon

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Amazon

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Amazon

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Amazon

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Amazon

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Amazon

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Caution

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Amazon

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Amazon

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Amazon

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Amazon

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Amazon

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Amazon

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Amazon

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Amazon

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Amazon

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Amazon

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

51.
Amazon

52.
Amazon

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Amazon

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Amazon Treasure #3

55.
Amazon

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Amazon

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Amazon

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Amazon

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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

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Amazon

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Amazon

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Amazon

65.
Facebook

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Facebook

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Amazon

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Amazon

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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

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Amazon

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Amazon

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CD Baby

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Amazon Treasure #4

78.
Apple

79.
BestBuy

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Target

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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

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Amazon

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Amazon

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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
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