Amazon, one of the most successful e-commerce companies of the past several decades, and the largest online selling website and app since the company went public in 1997.
Having received ample requests for user testing on the Amazon app prototype, we picked up this e-commerce giant.
Before we move ahead with the user testing insights, have a first-hand experience on the Amazon app prototype we used for user research.
(Impressive? Create your own prototype NOW.)
Hope you enjoyed the crawl through the Amazon app prototype, carefully read all the specification of iPhone 6s and added it to the cart! (We wish buying one in the physical world was so easy too. Isn’t it ? 😛)
The user testing stretched over a period of 2 days and here are the highlights -
A discussion on a prototype starts with scribbling down the UX sitemap. Isn’t it? And life is even better when you get an automatically generated sitemap. So here’s the UX sitemap of the Amazon app prototype.
(This UX site map is automatically automatically generate on CanvasFlip. Know More about UX sitemap )
The complete idea of creating a prototype is to get actionable feedback on it. So just share the project with your teammates, clients and real users.
These insights are presented in 3 ways –
- Session Replays (/User videos)
Session Replays records and replays every touch point of your user on your prototype. Its always better to observe than ask them about their friction points. Have a look how someone was trying to use the Amazon prototype.
(This is a snapshot of User Videos recorded on prototype. Know More about User Videos/Session Replay )
- Conversion Funnel
A cumulative qualitative data of all the users who reviewed the prototype. Find out drop-offs on each screen- a clear picture of what’s working and what’s not in your prototype.
(This conversion funnel is part of automatic user research on CanvasFlip Analyze. Know more about Conversion Funnel )
- Interaction Heat Map
Spotting the mock-ups with higher drop-offs is done with the conversion funnel, next is to identify what went wrong on that specific mock-up. So just click on that particular screen, and have a look at the most interact-able area on the heat map.
(This is a snapshot of Interaction Heat-map on Amazon App. Know more about Interaction Heat-map )
Designer’s conclusion from the heat map
Aditya Dhotre, Product Designer at Zoho gave his insights on the results from the heatmaps generated on the Amazon prototype. He says ” In the e-commerce industry usage of heatmaps can add value to find out which product sells, and which doesn’t and we can find out which product do people like.”
Lets checkout few of his conclusions from these insights-
- In product listing screen it’s resulted that the detailed view of product got more prominence because it’s the first level of detailed information of a product which fascinates the user.
- Back button on the main product screen got more prominence, it shows: once the product is added to cart users are more likely to go back to shop further.
He also went on to say - ” Any kind of effort based on our current and past experiences of using a product can be easily made transparent using heat maps and CanvasFlip lets us derive it precisely & effortlessly . CanvasFlip is one such tool that can give us information to reinforce any product marketing strategies. Understanding users behavior is no longer a task that are subjected to product managers/ marketers, everyone can instantly gain insights on their current marketing position.”
An interesting A/B experiment:
We wanted to confirm if the text “Add to Cart” is appealing and intuitive enough for the users. We texted it against - “Basket it”. And here are the results - Much as expected.
“Add to Cart” has a darker and concentrated patch when compared to “Basket it”. A good takeaway for all e-commerce website - Users know “Add to Cart” much more than other options such as - “Add to shopping bag” or “Select item” or “Own it”.
Tweet and let friends & followers know : “Add to Cart has better conversion than “Basket it”
Hope you liked the UX analysis on Amazon app. If you did, Tweet about it…
“ Which works better - Add To Cart v/s Basket It?“
This was an user analysis on the Amazon app prototype. Are we still missing out on your favorite app? Or do you want us to cover your app on the #Flippd section of CanvasFlip? Do let us know. Drop us a mail on monika[at]canvasflip.com or post it on Facebook on our dedicated group for requests.