Amazon´s Search Results

My role

User Experience Designer

Project

Improving Search Feature on Portal

Platform

Portal

Time frame

May 2015

Release

tba

Improving Amazon´s Search - Header Image

Setting

This project is about improving the way how search results in the Amazon website are displayed, structured and refined.
The information architecture behind search results is confusing the users.

Use Cases

Task 1
Making displayed search results easy to understand.

Task 2
Making filtering search results intuitive.

Task 3
Making sorting search results accessible.

Job to be done

Making it easy for users to access search results and refine them.

Status Quo Amazon.co.uk

Here I show the status quo of March 14th, 2015 of the UK Amazon Website.

The user is confused by the way information is organised. For example, beneath the search bar, there is a bar showing categories, but beneath that is another bar, showing the actual search results. On the left, there a filters, which can be added and removed to the results.

Improving Amazon´s Search - Status Quo Amazon

Status quo Ebay.com

Information is organised in a very similar way to the Amazon website - too much distraction and a weak information architecture.

Improving Amazon´s Search - Status Quo Ebay

Status quo Zalando

Zalando organised it´s search results in a much clearer way - the users will be thankful!

Improving Amazon´s Search - Status Quo Zalando

Persona

This persona guides the selection of the participants for the usability test.

Improving Amazon´s Search - Persona

Tasks for the Usability Test

Task 1
Search for „Nike running shoe“.

Task 2
Adjust search results to your person.

Task 3
Add and delete some filters.

Task 4
Sort search results.

The test was recorded using Quick Time.

Improving Amazon´s Search - Test Results

Test Results

Reviewing the results, I took notes to identify and prioritise usability issues.

New Information Architecture

Pain points I address with this wireframe are:

Pain Point 1
Doubling the categories when viewing your results

Pain Point 2
Distracted bread crumb

Pain Point 3
Filtering options and categories are at two different layout positions

Pain Point 4
Uneasy filtering flow

Improving Amazon´s Search - New Information Architecture

Direction Pop-up Filter

To filter any of the displayed search categories, hover over the specific category to access the pop-up with its options to filter the content.

Improving Amazon´s Search - Direction Pop-up Filter

Direction Slide-down Filter

To filter any of the displayed search categories, hover over the specific category to access the pop-up with its options to filter the content.

A stage gets pulled down from top and displays the content.

Improving Amazon´s Search - Direction Slide-down Filter