Amazon’s mobile user experience

I recently bought a new Macbook Pro whilst visiting Boston (Boylston Street Apple store). Whilst there I wanted to buy a case sleeve for it. To protect my new baby of course. Unfortunately, the Apple Store’s choice was limited so decided to look at Amazon later. So while on my way home from work this week I suddenly remembered I still needed to buy my sleeve. I immediately turned to my iPhone to access amazon.co.uk.

The moment you enter the site you notice its a stripped down version of its desktop equivalent. The mobile version really impresses me, not because it loads quickly, but because of how well Amazon seems to understand context. Amazon’s mobile offering empathises with users on the go and this is where the mobile site shines.

Do I really want to start navigating a complex e-commerce site on my iPhone whilst cramped on a commuter train during rush hour? Of course not – it’s awkward and all I want to do it locate the cover sleeve and buy it. I want to use complex navigation structures to find what I’m looking for, I want to use the search (massive box) as my primary navigation – location method. And I want to be presented with an easy to read and scrollable (vertical) list of returns. Furthermore, I want to enjoy a search results page that loads quickly and allows me to explore products without accidentally touching (clicking) other links. When I’m done – found what I’m looking for – I want to be able to add that product to my basket, check out and pay.

Finally, to complete my ‘mental’ transaction (check for correct change and leave = conventional shopping experience we know and trust) I want to switch across to my email and find an email confirming my payment and order.

Here’s a run down of my user journey using my iPhone on my commuter train:

Searching for ‘Tucano 13″‘

Amazon: Search 'Tucano 13"''

Amazon: Search 'Tucano 13"''

Amazon: Search ‘nothing found’

Amazon: Search 'nothing found'

Amazon: Search 'nothing found'

Amazon: Duragadget black sleeve

Amazon: Duraskin Black

Amazon: Duragadget Black case sleeve

Amazon: Purchased

Amazon: Purchased

Amazon: 'Add to Shopping Basket'

Amazon: Order Placed

Amazon: Order Placed

Amazon: Confirm Order

Amazon: Personal Details

Amazon: Personal Details

Amazon: Personal Details

Amazon: Confirmation (thank you)

Amazon: Confirmation (thank you)

Amazon: Confirmation (thank you)

Amazon: Confirmation email

Amazon: Confirmation email

Amazon: Confirmation email

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