Amazon Mobile App
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Objective: Improve the usability of browsing and purchasing processes within the Amazon mobile app.
Research Process
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Researchers met as a team to discuss the perceived problem, objective, and goals of the project. From there, research methods were considered and evaluated based on the goals. The following methods were decided:
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There were three personas constructed based on the user population of the Amazon mobile app. One persona represented a 20 year old tech-savvy college student who had a low income, another represented a busy mom of two, and the third represented an older individual who liked online shopping but had limited tech experience. Each persona had their unique set of values and experiences with the app.
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A heuristic evaluation was conducted to analyze the browsing and purchasing processes using Nielsen, Schneiderman, and Wickens’ design principles.
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Usability testing was conducted through 2 scenarios, which are described below.
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There were 4 participants interviewed of varied ages and familiarity with the Amazon mobile app. Participants were briefed prior to the interview and debriefed at the end.
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Data from each research method was compiled through interpretation sessions and organized into a digital affinity diagram. See the diagram below.
Personas
Usability Testing
Protocol 1: You just moved offices and your company just gave you $200 to buy a chair. Open the Amazon app and find a work chair that you want to purchase. This is a think aloud - please talk through all your thoughts / struggles while picking your ideal product.
Task 1) Search for “office chair” and use the filters feature to set the max price to $200 and max chair depth to 30 inches
Task 2) Scroll through the options and find a chair you like - add the chair to your cart and view it in the cart
Task 3) Go back to the search page, undo the filters and add another chair to your cart
Protocol 2: You are looking to buy a new pan for your kitchen. You like the look of this pan (shown to participant) but want to find more specific information about it.
Task 1) Can you find whether this product is dishwasher or oven safe?
Task 2) Navigate to just the 1 star reviews. What is the overall consensus of the reviews?
Task 3) Click on a similar product that is recommended on the current page and add it to your cart
