Twenty-three percent of online shoppers visit Amazon for inspiration without a specific product in mind for purchase. However, Amazon provides little support for browsing by category. Menus of ambiguous categories often provide a literal discovery experience that can lead users to unexpected and interesting buys they may not have otherwise considered.
With high abandonment rates and more than a quarter of hundreds of millions of users intent on browsing, even minor improvements in discoverability can have significant impacts.
To arrive at a user feedback based solution for improved category browsing I worked through a complete user centered process including in-person task based usability testing of Amazon.com. Having confirmed the need for a category based browsing solution, an interactive prototype was developed to offer users a simplified and more familiar interface.
I acted as a UX team of one for this research while also consulting with other UX professionals in my network when considering the topic of discoverability, search and browsing in e-commerce.