PICK A VERSION

Simplifying the Amazon Shopping Experience

Overview

As a lead UX designer at Amazon, I spearheaded the "Pick a Version" initiative to resolve a critical issue: customers struggling to differentiate between similar-looking products like the Echo Dot and Echo Dot with Clock, leading to incorrect purchases.

Strategy

Through user research, I identified that shared product pages were a primary source of confusion. Mixed reviews and combined product information made it difficult for customers to make informed decisions. Despite the existing design's advantage in driving awareness and sales, customer anecdotes revealed significant confusion. I led the effort to redesign the interface and also worked to convince stakeholders of the necessity for change. Through extensive data analysis and presentations, I demonstrated how mixed reviews and combined product information impeded informed decision-making.

Solution

Drawing inspiration from journalism, I devised "Pick a Version," a solution providing clear, bite-sized summaries of similar products. This approach highlighted their differences, maintained distinct reviews, and ensured equal search visibility. The new design enhanced customer satisfaction while preserving product discoverability.

Impact

Improved customer experience: Reduced customer confusion and incorrect purchases.

Business benefits: Maintained product awareness and increased conversion rates.

Scalable success: Successfully implemented across multiple product lines including Echo, Fire TV, Kindle, and more.

Ask me

For more insights into my approach, including strategic decisions, design iterations, and user feedback, please feel free to connect with me.