Amazon is one of the biggest e-commerce store in the world. Amazon has over 103m prime members just in USA itself & has a total of 119,928,851 products as of April 2019 (Scrapehero, 2019). Amazon has over 2.5m+ sellers and brand trust of 89%.
33% of Amazon shopper prefer to shop from mobile devices.
3 Problems with Exisiting UI : 1. Outdated UI 2. Not thumb-friendly user experience 3. Too much unnecessary information.
This UI has been made keeping in mind the thumb design principle as most of the devices are now more than 5.5inch it is not possible for a user to access whole screen from just thumb. I will discuss about it later. What is the key feature of this UI?
This UI has a bottom nav bar which makes it very convenient to access the information we need. I conducted a test on 7 person and it was found out that 6/7 of them mostly checks on the current offer, homepage, cart and their order delivery time.
Other information can be accessed with a slide of the finger from the right side.
Prime Button - The Solution
Amazon Prime subscription provides variety of other amazon services. The 2 main services are Prime Video & Prime Music. With more than 156million prime subscribers in the world it is a must to give a key focus on the prime other subscription and make it easy to access with a single tap.
This UI has a prime button in the middle of navbar to focus on the prime subscription and its services. Amazon have a userbase of 220m non-prime member. This button can put a emphasize on the user about the prime services and it will help Amazon grow more with little tweak in its UX.