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From the User interview, I grouped user insights into six main areas: navigation, decision-making, cart management, checkout experience, transparency, and pain points. I noticed that most users love Amazon’s convenience but still get frustrated when switching between product pages, managing their cart, or checking out multiple items. They also want clearer information, more control over delivery options, and a smoother, more personalized shopping flow. These findings helped me focus my redesign on simplifying navigation, improving the cart experience, and making checkout feel faster and more intuitive.
Building upon research insights and affinity mapping, I identified core shopping behaviors and organized them into structured content and features. I analyzed how users browse, compare, manage items, and complete purchases, then translated these patterns into a refined sitemap aligned with user goals, technical feasibility, and business objectives.
I defined the primary pathways users take within the Amazon app, focusing on moments of friction and decision-making. Key user journeys were mapped to address information overload, comparison challenges, cart management issues, and checkout complexity. The core flow centers around efficient product discovery and confident purchase decisions.
Key flow 1: Change the product detail in the cart
Key flow 2: Check out for multiple items Using difference method or add a new payment card
Key flow 3: Add the item to save for later and compare with similar items and add the first one in cart
This flow empowers users to modify product details directly within the cart without disrupting their shopping journey. Users can update variations such as size, color, or quantity in place, rather than navigating back to the product detail page.By reducing unnecessary back-and-forth navigation, this flow minimizes friction during checkout preparation and supports faster decision-making. It enhances usability by keeping users in context while maintaining full control over their selections.
This flow is designed to simplify checkout when users purchase multiple items and wish to use different payment methods. Users can split payments, select saved payment options, or add a new card without restarting the checkout process. The solution focuses on reducing cognitive load during a high-intent moment. By clearly structuring payment selection and allowing quick card addition, the experience maintains momentum and builds user trust at the final conversion stage.
This flow supports users who are not ready to purchase immediately but want to continue evaluating options. Items can be moved to “Save for Later,” where users can compare them with similar products based on price, ratings, and key attributes. By enabling side-by-side comparison and an easy return-to-cart action, the design reduces decision anxiety and encourages confident purchasing. It transforms hesitation into engagement, increasing the likelihood of eventual conversion.
In this iteration, I tested the prototype with five participants across three key Amazon shopping tasks: editing product details directly in the cart, checking out multiple items with different payment methods, and saving items for later while comparing similar products. Everyone was able to complete all the tasks (100% completion rate), and most flows took less than 30 seconds. Overall, the experience felt clear and intuitive, but the sessions also showed room for improvement, especially around payment flexibility, stronger visual hierarchy, and clearer feedback during interactions.
So returning to the drawing board. During the iterative process, I confronted the following needs:
- Enable inline payment editing and switching during checkout
- Improve dropdown visual hierarchy and selection clarity
- Add a clearer Compare entry point on the product page and highlight key differences in the comparison view