their virtual store. In a sitewith a big amount of material– actually millions of pages in Amazon’s case– there must be
multiple ways of navigating and searching info. Done right, multi-access navigation increases ease of access and findability. Done wrong, it has the opposite impact on e-commerce UX.Luckily for Amazon, they got multi-access navigation right when they added the scan-to-search function in 2014. At that time, Amazon app users could scan items such as CDs, artwork and logo designs with their phone cam and find related products in the Amazon store.Since those early days the scan-to-search
feature Amazon has actually integrated AR into the functionality. Now you can scan every day objects and be taken to their equivalents in the store. You can likewise project things from the shop onto your environments. Not sure that lamp is going to look good in your hall? Amazon AR
has got you covered.There’s just one issue with this great little function. Discoverability. Designer Agnes Kim– a self-confessed Amazon addict– was surprised to find this feature after years utilizing the app. She guerrilla tested other users and discovered that< a href =https://uxdesign.cc/finding-my-way-through-the-amazon-c176509bfc23 data-href=https://uxdesign.cc/finding-my-way-through-the-amazon-c176509bfc23 rel=noopener target =_ blank > none of them utilized the scan or voice search features. Hhhmm, intriguing. Amazon presently signals its scan to browse feature by a video camera icon in the app search bar.The function might be offered more prominence on the app homepage as a search choice, maybe changing the Deal of the Day.One-click ordering for smooth experiences Amazon’s one-click buying system was, according to the Wharton University of
Pennsylvania,”a game-changer “on the planet of e-commerce UX. The concept that users could enter their payment and postage information once and after that keep on purchasing thereafter with a single click changed online shopping.That said, Amazon’s one-click purchase reduces both friction and cognitive load. Consumers don’t need to fill inpossibly challenging kind fields, and don’t have time to get cold feet about their purchase decision.Of course it’s not all paradise over at Amazon UX HQ. There are some Amazon UX practices that you might wish to leave well alone … Invite to e-commerce UX’s Roach Motel … you’ll never ever leave Ever tried to erase your Amazon prime account? If you have, then you might have experienced what’s referred to as the”roach motel “tactic. This dark UX pattern took users through multiple screens involving confusing dropdown choices as they try
to close their Prime account.And the sucker punch? If you did reach the end of the wild goose chase you discover that there was no chance to erase the account yourself– a customer-service bot needed to do it for you.Amazon have enhanced that element of their e-commerce UX to
some level, although the UX copy isn’t as easy to use as it could be.End my advantages? Say what now? Does that mean”cancel my account “in Amazon-speak? Alexa is listening to you. Mua haha Back in July 2017, Engadget wasn’t the only publication asking if Alexa was” going to murder you in your sleep”.
A great deal of people were more than a little went crazy by the Amazon smart speaker’s propensity to burst into creepy laughter at random times.Amazon confirmed the issue was that Alexa was hearing the command”Alexa, laugh”, incorrectly. They repaired the issue quite fast. However it was still creepy.E-commerce UX
guideline number 1. Do not be creepy.Nielsen Norman Group has some more UX critiques of Amazon right here. E-commerce UX rules we can gain from Amazon– the takeaway We’re not stating Amazon’s user experience is best. There are valuable e-commerce UX lessons to be found out from the online giant, both from its mistakes and its victories. By checking the Amazon template to see
if it works for your specific website or app, and by lowering barriers to both item search and checkout, you’ll wind up with a much better online purchase experience.