Amazon has one of the most efficient user interfaces creating a superb user experience. It is leading by examples for designers of e-commerce sites to follow considering the amount of traffic it generates.
Amazon’s success can be credited to users’ great shopping experience. Listed below are some of features of the Amazon’s interface that create a significant impact on the user experience.
Dual Purpose Serving Homepage
The purposes to visit the website are either for online purchase or product search. The Homepage, although seemingly cluttered with a lot of information, has a distinctive section and a prominent navigation section on the top left corner of the page.
Tailored Content for the User
Using the cookies of the user, Amazon can study the buying pattern of the user and assists him in his purchase and customizes his homepage according to his previous interactions by the way of including additions to his wish-list, page views, previous searches, reviews about the product among other things. Making good use of data is imperative to designing great customized user experiences.
Displaying Related Items
One great feature of customized content is featuring of the related items to the items already bought. It displays item that you already looked at and items related to it. This can incentivize the customer to purchase more. Again, great customer experience designing.
By tracking the buying pattern of the user who is logged in, Amazon recommends similar items for the user if they are newly in-stock or are featured at special discount prices. This exposes the user to a larger variety of items of his interest. Initiating dialog’s is central to the idea of successful electronic commerce interfaces and experiences.
The Look Inside Feature
It is an amazing feature that allows the user to look at different pages of a book such as the cover page, first page, back over or the table of contents. This helps the user to search for the right book with right content to instill confidence in him to buy the book. Providing the customer what he/she needs is a tried and tested design philosophy.
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