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.
