Redesigning

Mobile App UI

through

Design Thinking
Team:

Saujanya Raj

Shristi Jha

OVERVIEW
The Problem
The Amazon App is an online mobile
application, which has a lot of regular users.
The Amazon app's interface is not up to the
mark of users' expectations. The customers
have bad user experience while surfing the
application. This has cost a lot of trouble for
users to shop through this particular
application.

It takes a lot of effort for the user to search,

find and buy something. Also it creates a
hassle for users to understand the
interface's structure.

Most of the time is wasted while looking for

an item as the user interface baffles users.

The Goal
To determine
if new, unregistered users will have a smooth experience when
shopping for products on Amazon app.
identify existing user’s pain points on the Amazon shopping app.
by utilizing measurable data from existing users and inspiration from
modern visual layouts, figure out how the app can be improved to
provide a better user experience i.e try to optimize the app by making it
accessible for users through a cleaner UI, reducing clutter and
improving user flow.

DESIGN

PROCESS

EMPATHIZE
Understanding users and User’s Goals
CUSTOMERS:

18–24 age bracket (40% )

25–34 age bracket (53.3%)

USER’S GOAL:
The goals Amazon users want to accomplish
mainly revolved around the experience of
buying a product as seamlessly as possible.
They want to save time going to a physical
store and spending long hours shuffling
through to find what they need. Also, when
browsing through a product, a typical user
would ideally check for reviews and see what
others say before making a decision.

EMPATHIZE
Understanding user’s pain points
Cluttered home screen is No Dark Mode Too many ads . Old looking buttons n roi
- , A d d

overwhelming for new G ingerbre er lo ing in i ors ad- a ad d cat ,

buyers. n messy app na igation.

a d v
T he over ll esign n e r n e of he
a d a d app a a c t

m on A is bland boring and

az app , ,
There re no number o
a f
outdated he app eels ery li eless n
pages in he gin ion
. T f v f a d
he lat blue header olor isn
T f c 't
t pa at -
d oesn h ve le r ire ion of wh i
't a a c a d ct at t
visu lly in eres ing n oesn h ve
no in i ion of how m ny
d cat a
w n s o loo or feel li e.
a t t (a d d 't a

fli ble ges.

ppa pa
a t t k k
ny onne ion wi h m on s
a c ct t A az '

or nge n n vy olor le e
a a d a c pa tt )

Too many eatures bsur levels of f add a d

T he number o search f om le i y o he . c p x t t t app

results is un le r. c a ver bun n e of reviews on he

O a da c t

T he whole is o erly te t hea y wi h

app v x - v t ro u ges irrelev n
p d ct pa , a t

Users see he ro u s si e t p d ct’ z , h r ly ny use of hel ful or in eres ing

a d a p t t re ommen ions on heir home fee
c dat t d

bu i s hard to understand
t t’ i ons. c

whi h one she he nee s.

c / d

U sers will only re li e ro u is no a z a p d ct t

he ro u T ge is hard to
p d ct pa

v il ble only f er hoosing he olor na igate h s oo mu h info n

v , a t c , a d

Icons are blurry .

a a a a t c t c

is not stru tured

n si e. a d z
c .

DE INE F
W hat to o us upon f c ?

D iscovery of the P roblem

S urf e roblemac P

The User interface of Amazon mobile app is very dull and not at all

interactive.

R el e at d P roblem
T he olors use in he
c in erf e re no very enjoy ble s i s no le s n o our eyes.
d t app t ac a t a a t’ t p a a t t

T here s no onsis en y wi h
' nim ion in he M in Menu.
c t c t app a at t a

T he y ogr hy use in he
t p is no elivering he righ mess ge.
ap d t app t d t t a

P lus he I onogr hy is e remely ssive n he i el qu li y is oor.

t c ap xt pa , a d t p x a t p

Acc or ing o Hi s l w " he more s imuli or hoi es users f e he longer i will e hem o m e
d t ck' a t t ( c c ) ac , t t tak t t ak a

d e ision. n for esigners i s very ru i l s o resen he mos useful se of o ions o voi

c A d d , t' a c c a ta k t p t t t t pt t a d

frus r ing users. Bu m on mobile

t at r n omly is l ys ny se of h h s he eywor
t A az app a d d p a a t data t at a t k d,

resul ing in onfusing users n h ving b e erien e while sho ing. s we n no i e on he

t c a d a a ad xp c pp A ca t c t

home ge of he pa i s very iffi ul for new users o un ers n wh o buy.

t app t' d c t t d ta d at t

I lso l s m ny essen i l fe ure su h s

t a ack a t a at c a

r mo e whi h is ee ing user w y from using he

da k d nigh c k p a a t app at t,

e hing us omer re su or hrough he

R ac is iffi ul .
c t ca pp t t t app d c t

resen ion of he se r h resul is no fi ing.

P tat t a c t t tt

he h sbT gin ion. I s men ione

App he very en of firs ge
a ad pa at t' t d at t d t pa

Dis l y of ro u si e is no sui ble

p a p d ct z t ta

ro ri e inform ion bou v il bili y of ro u s is no informe o users beforeh n .

App p at at a t a a a t p d ct t d t a d

R oo roblem
t P

The ROOT CAUSE/ MAIN PAIN POINT o all the above issues are La k o f c f

proper stru ture

c .

The whole Amazon mobile app la ks a proper stru ture Fundamentally, c c .

an app is supposed to distribute its data into a proper systemati c

manner so that the user an easily navigate through Ironi ally, Amazon c . c

mobile app is not at all easily a essible It lets the user su er while trying cc . ff

to igure out what is the basi stru ture

f c c .

User P ersonas

GOA L S PAIN POINTS

S hop for hi g h commodity items at a R evie w s are cluttered , too much

reasonable pric information on product pa g e

B uy a re g ularly used item as q uic k ly as I tems at H ome pa g e at times are not

possible relevan

B uy items w hich are trendin g L ac k of S ocial element ,w ant to see w hat

F
ind or g anised revie w s based on ratin g or others are buyin g
g
Age Bra ket: 18-24
cate ory.

u en s C or or e
Em loyees
St d t / p at

GOA L S PAIN POINTS

S hop for hi g h commodity items at a
Afraid of receivin g poor q uality g oods

reasonable pric
Afraid of ad s influence on the ’
W ants to ma k qe uic k decisions from the
Afraid to buy unnecessary item

L k S ,w w
P
available information
ac of ocial element ant to see hat

refers q uality products and w ant to shop

g

Age Bra ket: 25-34

others are buyin .

in a secure environment

c W ants to find any product that he needs

Young Wor ing k

w
F
ithout spendin

ind or g anised revie

g a lot of effort

w s based on ratin g or

P rofession ls a cate g ory.

IDEATE
Brainstorming on designing the f inal solution
S ome bu ons n in er ions nee o be s
tt e n osi ione ifferen ly on he s reen
a d t act d t pac d a d p t d d t t c ,

es e i lly o bi e more wi h humb ones when

p c a t a lying F i s L w o mobile esign . F or e m le
d t t z ( app tt’ a t d ) xa p ,

t he ‘ re e lis bu on oul be re osi ione for e sier

c at a ess.
t’ tt c d p t d a acc

R e u e he number of o ions in he ro own menus o bi e wi h H i s L w — less overwhelming

d c t pt t d pd t a d t ck’ a

a n re ins he user s in eres s resul .

d ta t ’ t t a a t

Consi er M slow s Hier r hy of Nee s when e i ing on he or er n osi ioning of ribu es on

d a ’ a c d d c d t d a d p t att t

t he ge. I en ify wh is mos im or n o he user n herefore wh nee s o be is l ye firs .

pa d t at t p ta t t t a d t at d t d p a d t

Cre e esign h u ilises minimum us ble esign by: riori ising s e s in or or ing visu l
at a d t at t a d p t a p ct , c p at a

hier r hy n using ro imi y

a c ro ri ely. emove unne ess ry on en n inform ion h
a d p x t app p at R c a c t t a d at t at

tak es u s e. p pac

Consi er mul i ou h ges ures su h s ress n hol o see more inform ion o ions or o move
d t -t c t , c a p a d d t at / pt t

a wish lis u or own on he lis of wish lis s ge.

t p d t t t pa

T here re number of ins n es where he e

a a n im ges ta c t t xt a d a

a re very sm ll so i is im or n o onsi er re ing

a , t p ta t t c d ad

d is n es n he ifferen rge u ien es for

ta c a d t d t ta t a d c (

acc essibili y . t )

S ome bu ons on he e is ing ttre very sm ll so eo le t x t app a a p p

wi h l rger fingers m y s ruggle o ress hem herefore he

t a a t t p t , t t

l you of on en nee s o be b l n e wi h s reen si e using

a t c t t d t a a c d t c z

a sui bly si e ou h rge .

ta - z d t c ta t

PROTOTYPE
Redesigning the Inter a f c e

THAN K S OR WATCHING ! F