Role
Web Design, UX Design, User Research, Visual Design
Team
Jiazhi Han
Ming Gong
Tools
Figma, Adobe Illustrator, Adobe Photoshop, Adobe After Effects, Adobe Premiere
Timeline
Dec 2021 - Jan 2022
Amazon | Prime Wardrobe Redesign
Improving the Prime Wardrobe shopping service on Amazon website.
Prime Wardrobe is a free service available to Prime members that lets users select up to six items to try on before buying them. The process is pretty simple – users get 7 days to try on the clothes at home. If users like them, they will be charged for the items they keep. If users don’t like them, they can send the clothes back without being charged.
Problems:
Most users are unaware of this service because of its low discoverability and popularity. For people who have used this service before, they are unlikely to shop or recommend others to use Prime wardrobe.
Opportunities:
The Prime Wardrobe service can potentially bring economic benefits to the Amazon website, especially for encouraging customers to join Prime members and propagating Amazon Essential commodities.
From the users’ perspectives, they have more choices to pay for the commodity they like best, which improves the user satisfaction of Prime members.
What is the current user experience of Amazon Prime Wardrobe?
Heuristic Evaluation
We conducted heuristic evaluation to learn about the procedure of buying items on Amazon Prime Wardrobe and uncovered several usability issues:
1. The Prime Wardrobe page is hard to find and makes a poor first impression.
Currently, if users want to enter the Prime Try Before You Buy page, they need to first go to the regular commodity search page, then they have to click the Prime Try Before You Buy in the upper right corner of the interface, which is really complex.
2. The searching page does not clearly tell users which items can receive “Prime Wardrobe” service.
When users want to search a specific item, the recommended commodities, the filter bar and the Prime Try Before You Buy Cart in the upper right corner will distracted, and the “Prime Wardrobe” icon under the commodities are not obvious to users.
3. On the item page, there is too much repetitive and distracted information.
In the specific item page, users easily ignore the prime Try Before You Buy button, which under the commodity information, so that users find it hard to add the specific item to the Prime Try Before You Buy Cart. In addition, some users easily forget to choose the clothing size, and the notification about this omission on the right bar is not obvious.
4. The Prime Wardrobe Cart page is lack of design, and the procedure of changing items is complicated.
There are two different carts, and the Amazon Shopping Cart contains the Prime Try Before You Buy Cart, which will make most users feel confused. In addition, the layout of the Prime Try Before You Buy Cart interface is really chaotic, which can not differentiate the personal information and public common information.
What are users' actual feelings and suggestions for Prime Wardrobe?
User Testing
We conducted user testing to prove the issues we found out in the evaluation. The primary goal is to evaluate Amazon Prime Wardrobe’s user experience including its degree of discoverability, comprehensibility, efficiency, and availability.
User Testing and Interview Scripts
During the user testing interview, we gave participants two main tasks to finish: shopping on the regular Amazon website & shopping on Prime Wardrobe. We expect to figure out how user experience will change if they choose different shopping ways to purchase clothes.
Task1: Amazon Regular Commodity Purchase
1. You are looking for a jean on Amazon, which you plan to wear to your friend’s birthday party next week.
2. Add this jean to your Amazon Cart.
Task2: Amazon Prime Wardrobe Commodity Purchase
1. You are looking for a jean on Amazon Prime Wardrobe, which you plan to wear to your friend’s birthday party next week.
2. Add this jean to your Amazon Prime Try Before You Buy Cart.
3. Pick yourself shoes for the party and add them to the cart.
4. Go to Amazon Prime Try Before You Buy Cart and check out items.
Evaluation Metrics
1. First Impression
2. Ease of use
3. Purchase Efficiency
4. Commodity Discoverability
5. Process Satisfactory
6. Likelihood of using the service again
7. Likelihood of recommending others to use the service
What information did we get from user testing and user interviews?
Quantitative analysis of test results
1. Users are familiar and satisfied with the regular Amazon shopping procedure.
From searching commodities to adding items to cart, users can finish the task independently. However, because there is too much information on the website, the commodity discoverability is much lower.
2. Users have trouble with using the Prime Wardrobe searching function and need instructions.
& Users may confuse the Prime Wardrobe Cart with the regular shopping cart.
The searching procedure on Prime Wardrobe commonly causes confusion. Users can be easily misguided to the general searching page and find it hard to go back to the Prime Wardrobe page. Most users are agitated with this function and need the help of instructions during the user testing.
After clicking on the “Add to Cart” button on Prime Wardrobe, users have no prediction of arriving at a new page they have never seen before. They have to spend longer time checking out items.
3. Users may confuse the Prime Wardrobe Cart with the regular shopping cart.
With 10 being “very likely” and 1 being “not at all”, users express there is a low likelihood of using the prime wardrobe to shop or recommending others to use this service.
How might we create a more enjoyable shopping experience with Prime Wardrobe service?
Key Design Decisions
1. Prime Wardrobe Function Module
· Separate ‘Prime Wardrobe’ as an independent function module, not just search keywords.
· Change the searching icon color and category module in the searching bar.
2. Commodity Interface Modification
· Modify the layout of the size and color options in the specific commodity interface.
· The color of the ‘Add to cart’ bar will change depending on if the ‘Prime Wardrobe’ button opens or not.
· Design a Prime Wardrobe Logo based on the Amazon official icon element.
3. Shopping Cart Selection
· Use different colors and a hovering effect to connect two shopping carts.
· The searching icon’s color will change depending on the users’ position on the website.
4. Amazon Shopping Cart and Prime Wardrobe Cart
· Modify the interfaces of these two shopping carts, like using different color backgrounds and page layouts making users have a better understanding of their position on the website.
· Change the Delete and Save for later positions to make it easier for users to use.
Here are prototypes. Let’s enjoy the Prime Wardrobe journey!
Enter the Prime
Wardrobe page
Users can directly input “Prime Wardrobe” and enter the prime wardrobe page.
Search items on Prime Wardrobe
When users search on prime wardrobe, all the items can enjoy this service.
Add items to the Amazon Shopping Cart
If users don’t open the “prime wardrobe” button, items are added to the regular cart.
Add items to the Prime Wardrobe Cart
If users open the “prime wardrobe” button, items are added to the prime wardrobe cart.
Prime Wardrobe Cart
Users can check the item info and decide whether to delete and replace the item.
Change Carts
Users can click on the “cart” button to change carts.
Reflections
Amazon Prime Wardrobe is a prime service which could potentially attract more customers to join the prime membership and bring economic success to the Amazon website. For one month, we discovered its pain points and opportunities mainly based on user testing results and proposed practical solutions to improve the current user experience.
During the user research, I have learned the effectiveness and accuracy of quantifying user testing feedback. The analyzed data directly leads us to discover the current issues and confirm what we need to refine. After combining the quantitative research result and qualitative data from heuristic evaluation, we were able to make design decisions more comprehensively.
Moreover, during the design implementation, I have learned the importance of following the existing Amazon design system. For example, to improve user experience, we have modified the format of buttons, carts, menus, logos. All these elements need to fit with the overall website design system and take effect to better guide users.