AMAZON.COM

THE PROBLEM

Amazon.com recently came out with an underwhelming redesign of their homepage. Though it is better then their old home page, it is still cluttered, not allowing a system of hierarchy to guide the user. Instead the user comes to a page that is over filled with information causing them not to know where to look.

THE SOLUTION

I want to say that I know that Amazon.com has an amazing team of UX & digital designers, and I know they have reasoning for each element of the page and it’s placement. This design is a direction that I personally think improves the usability of the site.

I shrunk the nav, leaving only the most important items: Departments, Prime, Wish list, My Account, Cart, & Search. Note that search is front and center, allowing for people to quickly and easily get to it as this is probably the most used way to navigate the site.

I designed an eye catching, full width image, hero slider that showcases a featured product in a emotional way. I noticed that the current hero pieces are small and feel more like ads and not a featured item or section. I wanted to make sure this section shined because it is where Amazon gets to push select items.

I wanted to update the “related to items you’ve viewed” with Amazon’s colors. I feel they don’t use their orange enough, and by popping it every now and then we are able to reinforce the brand through the site. I also redesigned and gave some new spacing to the products, just to let them breathe and allow for the eye to have an easier time to see each product.

I think it is important to break up the product suggestion section with hero items that’s allows the user to not get tired looking at the mass of products being selected for them. This provides visual interest and does a nice job dividing the page.

The right side bar was not heavily redesigned. I wanted to keep this section dedicated to advertisement, maintaining a realistic approach with this redesign.