Customer Interface (Ux)

Ecommerce website designers face many challenges
today when trying to create a
user interface that makes visitors more likely to shop online. To combat fierce online
competition and allay the fears of suspicious shoppers, designers can take a number of steps to
improve the usability of their online stores.
Since 1995, Amazon has established itself as a global leader in e-commerce. Its success is not the
result of an accident or just being in the right place at the right time. Amazon's success is a direct
result of a good user experience.
A TWO-FOLD PURPOSE MADE CLEAR

The Amazon shopping experience begins, of course, on the home page, where the user is visually
notified of the website’s two-fold purpose:
PRODUCT SEARCH AND ONLINE PURCHASING

What happens when you scan the Amazon homepage (screenshot above)?
Between the constantly random patterns, some clean, specific elements immediately catch the
user's eye: the navigation section in the upper left and the search / shopping cart are in control
near the top.
Below is the same screenshot with those elements emphasized by graying out the rest:
With these highlighted elements, we see how the dual purpose of Amazon is achieved: the user
can find and buy products quickly. The seller can quickly process online purchases and generate
profit. Because Amazon is so well known, there are few visitors would not know that these two
items (i.e. product search and online shopping) are available. However, Amazon's team of
designers and architects made sure that these two elements of the website structure were
outstanding and usable. Designers, clients, project managers, and developers involved in creating
ecommerce websites could follow suit and focus on product research and online shopping early
on. Users, whether for new users or loyal customers.
CONTENT TAILORED TO THE CURRENT USER

After setting up a website to search for products and buy online, users will most likely want to
take advantage of these features right away, starting with search. Amazon uses cookies to keep
the user logged in and their shopping habits are tracked and stored on the server side. This is a
nice improvement as it dynamically adjusts the user experience based on previous searches, page
views, wishlist plugins, written reviews, and ultimately purchases.
RELATED ITEMS DISPLAYED

One example of customized content is seen on the home page, which modifies the main content
based on how the user (whether logged in or not) has interacted with the product search feature:
RECOMMENDED ITEMS BASED ON PRIOR ACTIVITY
This same type of customized content appears on subsequent visits, as long as browser cookies
are kept intact:
Like Amazon, good e-commerce websites track client-side behavior so that each user's
subsequent visits are tailored to their tastes and habits. This increases the likelihood of users
making a purchase and, in some cases, speeding up the purchase process. More importantly, it
exposes users to a wide range of products and services that connect them to their areas of
interest.
WELL-PLACED NAVIGATION ELEMENTS
The key to the success of any online store is that users can browse the categories. The original
store categories, user pages, shopping cart pages, shopping pages, etc. they should be easily
accessible at any stage of the shopping experience.
Amazon does a great job of showing you the numbered sections in the screenshot below.
Hovering over the "Shop All Sections" button (# 1) activates a drop-down menu that displays all
the main sections of the store and gives shoppers easy access to other products. This navigation
element is where users expect it: in the upper left corner of the screen, below the logo.
Next to the logo (# 2) there are some less important links, such as to log out, personal
recommendations and the user's personal Amazon page. This section is not very popular, but it
also shows where it should be: at the top, above, or at eye level with the logo.
The next item (# 3) is the section that contains "Cart" and "Wish List". Shopping cart
functionality is almost always in the upper right corner of the eCommerce website layout.
And every time a user views a product page, they are invited to add a product to their shopping
cart or wish list (# 4) Users naturally discover where this functionality is located on Amazon: on
the right of product and product details. Finally, Amazon invites users to view "used and new"
versions of similar products on Amazon Marketplace (# 5).
Selling products in your market obviously doesn't increase Amazon's revenue in the short term,
but it will likely pay off in the long term, as many shoppers also choose Amazon for its primary
location - used goods, knowing that only this option is available. Amazon does this because it
knows enough to put user interests first and recognize long-term benefits. You will also notice
that the five elements that we highlight the most are the sharp colors, the gradient and the subtle
3D effects. It is definitely not a coincidence: Amazon wants to draw the user's attention to what it
counts. Amazon sets a very good example in this regard, doing what users expect and ensuring
that the most important elements are accessible at all times or as needed.
THE SHOPPER SHOULD ALWAYS FEELS COMFORTABLE

This is important for e-commerce websites and works well with Amazon. To increase your
chances of making a purchase, you need to make sure that your users are accustomed to every
step of the shopping experience. Amazon does this great by always giving customers full control.
EASY TO FILTER AND COMPARE CUSTOMER REVIEWS

The screenshot above compares two contrasting ratings and customer reviews (vs. shown on
either side of the graph). The user can also filter customer reviews based on ratings. Why are
they so comfortable? Because the user is going to spend their hard-earned money on this product
and will feel more comfortable being able to easily receive both positive and negative reviews.
Gaining in-depth product knowledge through customer reviews, both good and bad, gives
the buyer peace of mind and helps them make an informed decision.
The user is not forced to buy the product, instead realizing that the decision to purchase
the product is completely under their control.
EXTRA SHOPPING CART OPTIONS
As shown above, the shopping cart page has several options to make your life more comfortable.
First, if a user changes their mind about a particular purchase, they have the option to remove it
from their cart.
However, deleting is a fairly final step, so there is another way. Save it for later use. This can be
called "soft removal". This removes the item from the shopping cart, but saves it to the user's
shopping cart page below the list of saved items so that the user can easily add it back to the cart
at any time.
REMINDER THAT “CONTINUE” DOES NOT MEAN “FINAL DECISION”
Once the user has added a product to their cart and selected a shipping method, they see the
summary of their order and click the "Continue" button with the purchase.
This button takes them not to confirm their order, but to a last page, where they actually make a
purchase.
To let the user know that this is not a "last" step, a helpful reminder is placed just below the
"Continue" button informing them that the final order will be confirmed after the last summary.
Ecommerce developers can learn from Amazon's empathic user experience by understanding the
various concerns and concerns that a user may have at each stage of the purchase. Developers
should add enhancements to the shopping experience so that the user feels comfortable and in
control.
Ye wala critical analysis me daal skta hai agar chahiye to-
LESSONS LEARNED FROM THE AMAZON SHOPPING EXPERIENCE

 The focus of an e-commerce site should be product search and online buying.
 Whenever possible, content should be unique for each user.
 Create sales incentives by giving “Why shop with us” reminders.
 Give products as much exposure as possible.
 Don’t make the user feel as some products/services are being forced on them.
 Make important sections easily accessible at the appropriate time.
 Make the shopper feel comfortable and in control at all times.

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Customer Interface (Ux)

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Ecommerce website designers face many challenges

A TWO-FOLD PURPOSE MADE CLEAR

PRODUCT SEARCH AND ONLINE PURCHASING

CONTENT TAILORED TO THE CURRENT USER

RELATED ITEMS DISPLAYED

THE SHOPPER SHOULD ALWAYS FEELS COMFORTABLE

EASY TO FILTER AND COMPARE CUSTOMER REVIEWS

LESSONS LEARNED FROM THE AMAZON SHOPPING EXPERIENCE

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