OUGD504 - SB2 - Design for Screen - Wireframing & Response Feedback

Before the arranged crit, I created some wireframes for the second response idea (rebrand Amazaon Marketplace). The research made into why some online users don't use Amazon and the analysis of Amazon's existing marketplace informed the clean, simplistic layout taken. A few small clothing retailers that other people I know use were looked at and analysed in terms of the problem. With these sites, the user experience is very straightforward, with simple customer service and clarity in terms of the site areas. As the 15% of people who do not shop at Amazon are interested in this experience, the wireframes created combine Amazon's features with a smaller retailers layout. The easiest way to simplify the site was by dividing it up into 4 main sections:

1 - Buy
2 - Sell
3 - Prime
4 - Other

After using the site for a few weeks, it has become clear that the interface of Amazon is very over-cluttered; the platform actually has a fairly small amount of areas when you break down the site plan. To ensure that the wireframes created work in terms of the site's current features, my own site map was made, so that each page would work in the grand scheme of the site. This can be seen below.

The wireframes created are for a mobile site. This is because around 70% of Amazon users bought items this year on a mobile device. This ensures that the majority of users are considered before other devices. A desktop example was created to highlighted how the site would work responsively. Tablets are just smaller versions of desktop sites; therefore, a wireframe of this format was unnecessary. The mobile layouts and desktop layouts are almost identical for two reasons - to keep a visual consistency across all devices and to make designing the site responsively much much easier.

For the first response idea (remarketing and developing the UX of Amazon Prime), no wireframes were made for the crit, as I wanted to find out about what people think is most problematic about Prime and what area I should focus on. My blog was on display alongside the wireframes to see what people thought. The 4 questions asked were as follows:

1. Which Idea do you consider as having more of a problem? Why? (Which idea seems the best to develop forward)?

The feedback received from this question clearly indicated that Amazon Prime is considered much more of a problem than Amazon Marketplace. Every comment received said that the Prime idea (#2) should be pursued. Some of the most useful comments received are as follows:

◦ 'I feel Amazon Prime is often ignored because of its high prices. I was unaware of many of the benefits and feel they can be taken advantage of using idea 1'.

◦ 'Amazon Prime is overly complicated and needs to be promoted to bring in more customers'.

◦ 'Amazon Prime. Selling is already used by millions, there isn't much of a problem'.

◦ 'Bringing a new audience to Amazon Prime by solving the unfriendly areas of the interface will ultimately improve it for everyone'.

Overall, it is clear that Prime needs to be the key focus in this project. The best route of action to take appears to be to keep Amazon Marketplace the same, function wise, but to develop the interface so that it is consistent with an improved Amazon Prime layout.

2. In terms of the 2nd idea, do you feel like the user experience has been improved? (See wireframes on the left). If so, why? Also, does the layout look more like those seen on smaller retailers?

The feedback from this question highlights that the overall simplicity of the layout works better in terms of the user experience; however, the functionality needs to stay the same. As for Prime, the functionality needs to be improved. Therefore, my plan of action is to develop the overall sites interface, but focus on Prime's features and marketing, as opposed to the Marketplace. Some of the best points received are as follows:

◦ 'Yes, the use of an app has already improved the user experience because, as you stated on your solutions, a mojority of users are on mobiles'.

◦ 'The simplicity of the design works better for this site, although it is important that the user can still find every they are looking for to make sure nothing is left out'.

3. In terms of Amazon Prime, are there any problems that you can think of with the platform? Do you think that the marketing is unclear?

◦ 'To be fair, I still have no idea about Amazon Prime's capabilities. Also feel they could do with a complete redesign because their interface is dated and busy'.

◦ 'Not easy to navigate, no suggestions and not marketed well'.

◦ 'Most people have Netflix - Prime doesn't seem to offer as much'.

◦ 'There's a lot of content - needs simplifying'.

Clearly, many people feel that there are problems with Prime that need resolving. It has been good to see that other people agree on the marketing and how the whole platform needs to be developed. The next question helped to identify what would be the best deliverable to solve these problems.

4. For the Prime remarket, what would grab your attention? (In the aspect of an advert)?

Only three answers were given for this question; however, they were all very helpful. As Prime has been identified as the main problem within Amazon, finding out about what the advert should focus on/be formatted as was crucial. The three main suggestions received were:

◦ 'Online adverts - on Facebook, insta etc...'

◦ 'The features - what Prime has to offer.'

◦ 'Clear navigation of the site.'

These points will be used to determine a final resolution idea.