Amazon New experience Analysis

Since 09 engaged in E-commerce user experience design work, it is more concerned about Amazon's user experience design, its powerful user data analysis function, concise page design, as well as structure and framework design, is absolutely deeply affecting the domestic e-commerce industry, or until now, The domestic electronic commerce industry each website's navigation, the search, the commodity classification and the integration design all deeply played Amazon's brand. But since 09, basically few major adjustments or revisions, of course, in fact, at the end of 10, occasionally saw the visual adjustment of the Amazon, basically changed to elegant gray tones, and the current Google style is very similar, but also glimpse, saw once, But there was also a screenshot remaining. and the revision in fact, the adjustment of the place is quite a lot, the following on the adjustment of a comparative analysis:

First put on the old version, a new version of the first screenshot: the old version of the home page, very classic

New home, elegant, concise, modern

Centralized navigation: This revision from the functional and content level, the change is not very large, but from the structure and framework of the adjustment, the top navigation integration of all categories of goods, search, login/registration, account center, shopping cart, gift list, etc., the user through the main navigation can be basically completed merchandise browsing, search, checkout, personal account operation , After-sale information inquiries and other services, is basically a one-stop service centralized embodiment. At the same time the main navigation throughout the site, to maintain consistency, users in the site anywhere can come and go freely.

Concise and exquisite visual Image: From the visual level, this time the changes are quite large. The old version is predominantly blue, with orange as accent tones, with the crystal texture of the three-dimensional buttons, especially full and prominent, from the first screen is absolutely belong to the heavy UI, but a long time to watch, will certainly be more dazzling, but also affect the user to browse the content of information, in a sense is also a visual noise; Orange for accent tone, elegant gray gradient clean elegant and modern, compare engaging and highlight content information

The logo itself has also been adjusted to change from Amazon.com to Amazon. This shows that the domain name has been known to users, no need to strengthen this aspect of the impression and memory. Of course, it may also be related to Amazon's long-term development strategy, he may consider to the mobile Internet development, or not only limited to the Internet E-commerce industry, to do a larger, more complete, longer line of business, only to retain the Amazon logo form, to create a unified brand image.

The balance of response: from the interactive point of view, all categories of goods, user accounts, shopping carts, gift cards and other Pull-down menus, are delayed pop-up and deferred collection, does not affect the user in the first screen of intensive interaction

All categories of merchandise navigation changes: Above "shop by department" no longer bear all categories of merchandise entry, but independent out of the navigation at the bottom: the separation of interactive functions, is not to prevent users from late (many times the user just want to open the menu content, But may not be clear mouseover and mouseclick, or habits are not the same, some users are accustomed to mouseover, some users are accustomed to mouseclick, or more clearly the "all commodity classification" of the entrance below, guide users to visit; Therefore, the focus and decentralization of interactive functions to open specific circumstances, it is best to have data to support.

Detail optimization-The normal toggle button is translucent, only mouseover to the module, it is more clear, or consider to minimize visual interference

Linkage Advertising module: Home Two advertisement switch display, the form is identical, the content has duplicate. In fact, the entire home page ads are basically linked to 2, level 3 pages and other dynamic pages, there is no dedicated static promotional page, only the Kindle is linked to the items level four page. This and the domestic similar sites are absolutely very different, domestic sales promotion activities are basically the overwhelming, the form is also a variety of, it seems, and the traditional way of promotional strategy to maintain the same, basically each line of business advertising is also overwhelming. This should be related to the quality of the user community at home and abroad, foreign shopping environment more mature, rational, electrical business after so many years of development, basically has passed the fierce competition for users to break the head of the era, now more is to provide a better shopping experience to meet users, like a professional, comprehensive large supermarkets, More is to guide users to find the goods, clearly told the user has a strength of a price, rather than the same as domestic through a variety of gimmicks to bombard users, true or FALSE, engaged users can not believe. After all, domestic electric business is still in a period of intense competition, more is the price war with Low-cost strategy to fight for users to expand the market, when the market finally shuffle only a few home appliances business, the corresponding promotional methods will certainly change and adjust.

In the interaction, the use of mouseclick to switch, and the domestic corresponding modules are basically mouseover to switch, which way more user-friendly? Of course, MouseClick way, can prevent users from misoperation, accidentally mouseover cut the past, This may not be what the user expects.

And also is not automatic switching, but is specified loading (according to the need to stay in the corresponding advertising position, open the site is not to stay in the first advertising position), which is very different from the domestic, which is superior or inferior? Of course, Amazon's switching advertising module itself provides sufficient content, Even if you do not switch users will probably know what is the content, if the user want to see Click to view, the basic domestic is only to show the number, mouseover to switch, not intuitive enough, can only switch when you know what the content

Powerful search function: Promotions are everywhere, and even when the search box gets input focus there are recommended content

The user experience promotion is step-by-step, is also the continuous optimization adjustment: The two graphs are intercepted at different times, and at first the search in list is placed behind the search box, followed by the front, and the copy is consistent with all categories of merchandise, or from form, copy, location and old version, Perhaps the user has been accustomed to the previous experience

Article Source: uedwow.com