Great e-commerce user experience is the key to the success of online retail shopping. It’s no surprise that Amazon is the first company that comes to your mind when thinking of the most successful e-commerce business nowadays.

intive’s Principal UX Designer Valentina Berois reviewed the latest redesign of the Amazon iOS App in Germany, revealing the critical importance of UX for the e-commerce sector. Read a short version of the review on our blog and check the full story in a pdf version for even more valuable insights.

E-Commerce UX Driving Conversion

Market Development, Market Penetration, Product Development and Diversification  — these are the four main strategy pillars and part of the reason why Amazon for years has gone beyond its competition and succeeded in becoming a world leader in the online retailing sector, staying true to its vision statement:

Our mission is to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer customers the lowest possible prices.”

For the last 15 years, Amazon has maintained a continuously exponential growth in their annual net revenue, showing us that the sky is definitely not the limit, in fact, this is barely the beginning.

So if Amazon is doing that well so far… why do they continue to focus on offering more user-friendly e-commerce experiences? Well, that is exactly the thought that many other companies had in the past, before they eventually perished. 

In Amazon’s vision we can already spot how critical UX for e-commerce really is, as it ensures that customers can easily navigate your site/retail App, find exactly what they are looking for, make the purchase and move on.

The Latest Redesign of The Amazon iOS App

This is why during easter this year, Amazon rolled out its iOS App version 15.8 in Germany with a redesigned start screen and revised main menu. Two features that require a slight reorientation after the first start of the app.

For this redesign, two key crucial factors were taken into account:

  1. Navigation and operational simplicity

  2. High-performing search experience (also easy to reach and use, including sub-functionalities such as search through code scan and voice)

Here we’ll explain to you what has changed and the benefits of these investments on UX Design for e-commerce shops.

Simplified primary navigation

The tab bar is visible on every screen and therefore offers users a clear visual orientation at all times, while it fulfills all 3 main requirements for a good user experience:

  • Where I am? (within the information architecture of the App)

  • Where else can I go? (other tabs — not highlighted)

  • What will I find when I get there? (icons and descriptive labels).

Tailored content on home start

Personalisation is a key UX pillar in e-commerce stores, it gives the user control to the site and this can enhance users’ experience.

The main goal of personalisation is to provide content and features that meet specific needs or interests of each user. The system profiles the user and adjusts the interface according to this profile (so that different visitors see different things on the “same” page). 

Delivery address on start and shopping cart

The shipping address chosen as preferred by the user is now always visible on top of the Home screen and Shopping cart, which can save time for the user at the checkout process, as he no longer needs to confirm the delivery address on an extra separate step. 

The currently selected address can inflict on the recommendations and product search results upon delivery restrictions.

Search Bar

Amazon UX is Search Driven, so its design must increase the likelihood of visitors making a purchase, meaning every page must have a prominent search bar.

The search bar now contains icons for integrated features such as “camera scan” (scan to search) and “microphone” (voice command search).

This new approach is correctly complying with the “Law of Proximity”, which states that proximity helps to establish a relationship with nearby objects and helps users understand and organise information faster and more efficiently.

Shopping Cart access

A shopping cart on an online retailer’s site is a piece of software that facilitates the purchase of a product or service. Amazon has taken a wise decision here to move the Shopping cart from the main App Header to the new Bottom Navigation Tab Bar.

This feature needs to be on-sight and easy to reach the whole time, as its the main connector for users to concrete a purchase. Thats why this single feature can determine the success or failure of an e-commerce site.

Personalised Profile Section

  • Profile Section with private user content and account settings

  • Engaging start with personal salutation (Personalisation present once more).

  • Clear categories for all main features related to each user’s behaviour and history.

  • “My orders”, “Order again”, “Wish List” and “My account” main features & settings.

UX Investment ≈ Money Well Spent

In e-commerce, millions of customers abandon goods at the checkout due to poor user experience. The figures are quite staggering. The industry could have saved $1.42 trillion just by implementing better checkout flow and design which would result in a 25% improvement in conversion rates. Here is where Amazon excels at, investing constantly on the smallest (or biggest) design improvements assures them a reduced complexity for users, increased application usage, reduced bugs, reduced dropout rate during checkout process and therefore increased up-sells.

It’s no secret this e-commerce king understands the value of a continuous user centric optimization of their products and the return of investment on UX has on companies.


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