Amazon

UX Internship | Bengaluru | Summer ‘15

Summer of 2015 was fun and challenging for me. My internship at Amazon Development Centre - Bengaluru, thought me about the Indian e-commerce ecosystem. I was stumble to see the design systems that are running across the globe.
At Amazon, I have worked with channel support team responsible for improving the experience of the sellers. Here are some of the major projects that I have got the chance to explore.

#1 Easyship Integration

This project was focused on the experience of the sellers using the Amazon seller App. My job was to design the Easy ship order scheduling experience in the app. This involved analysing the desktop experience and finding the pain points. Expert interviews and extensive brainstorming sessions were carried out to come up with a new information architecture and user flow for the app. The main features of this project include single click scheduling, easy navigation and fast adaptation. Visuals and Mockups were prepared after multiple rounds of discussions and iterations. The final prototype was then tested with 10 small-scale sellers. The reviews and suggestions were shared with the team for further improvement.

The Amazon Seller App doesn’t have an easy ship option integrated to it. User can view all the order details but in the case of easy ship scheduling the App redirect them to the Amazon seller central website. Scheduling easy ship orders using the App is a crucial task as it increase the experience of sellers to move around from their PCs and do their task on the go.

What is Easy Ship? How Does it Functions?

Easy Ship is a delivery service for Amazon India sellers. Orders are picked up from the seller's location by an Amazon logistics/delivery associate and delivered to the buyer's location with minimal effort from sellers. Customers get track-able shipments and faster and predictable delivery time. In addition, customers also get an option to pay for orders at the time of delivery using the Cash on Delivery (COD) feature (enabled for sellers using Easy Ship).

Customer Places An Orders
Sellers Packs It & Schedule The Pickup
Amazon Picks Up The Package
Amazon Delivers The Package
Expert Interviews and Reviews

Reviews were taken from experts on different verticals of the feature, including easy ship, seller support, UX, development, etc. Suggestions and requirements are noted down after the analysis.

Information Architecture

Information architecture is made with the help of outputs from the stake holder meetings and research. The user flow is decided and the main functions are finalised.
Easy Ship, FBA and Sellers Fulfilled order experiences were organised in separate pages. Each of the categories will have access from the home page (Hub and Spoke Model). Easy ship orders will be then categorised into “New orders” and “Scheduled orders”. From “new orders” screen you can easily schedule orders one by one or by selecting multiple of them.

Making The Flow

User flow and tasks flow are defined and designed in this stage.
- How the navigation should be?
- What should be the ideal experiences?
Questions like these are answered in this process. Basic wireframes for the experience is crafted here.

Final design and deliverables can’t be displayed due to non disclosure agreement

#2 Designing The Listing Automation Tool

Sellers on Amazon are provided with a self serve tool which has multiple modules and things to do. Out of which ‘Inventory’ option is of primary importance where sellers can manage and list their products. There are multiple options for the sellers to list their products based on the inventory they have. ‘List a new product’ is a suitable option for sellers uploading single product at a time. For uploading multiple products at a time there is ‘bulk upload’ option were user can upload data with the help of predefines excel format templates. My role was to improve seller experience and usability related to this bulk upload feature.

Analysis - Existing Experience

During the initial phase I have explored and practiced the existing listing options and features. As a new user, I have noted down the problems that I faced while exploring the interface. User goals are divided into different tasks to analyse them more carefully. I have drawn out the existing flow for the completion of task.

Each stage of “bulk upload” feature contains a lot of data and user instructions, more over the interface is very difficult to understand even with the help of on-boarding sessions.Following the task flow analysis, I have gone through the listing excel files and tried to break them down. Each product category has separate excel files containing 6 or more pages. Out of which seller entries are restricted to only one page (called “template page”). Some of the categories like cloths has more than 150 columns in this template page.

Expert Interviews (Prione team and On boarding team)

Expert interviews were taken to understand the on boarding process, seller concerns about the interface, listing related problems, methods of solving their concerns, frequency of problems related to listing and opinions about solving listing related issues.(Data related to the same can’t be shown due to NDA)

Seller Interviews

Interviews were taken from 9 sellers of 3 different channels on general listing experience. The questionnaire was provided prior. Most of the sellers gained training from Amazon or other on-boarding service platforms for listing.

9
Sellers
3
Channels
2
SMEs
Competitive Analysis

Analysed other e-commerce competitor websites Including Flipkart, Ebay, Shopify, Snapdeal, etc. Observations including the ease of on boarding, process followed for listing, analysing usability heuristics, etc. are taken care of in this study.

Proposed Flow

I have proposed a dynamic user interface for the bulk upload feature. With the help of UI on-boarding and support informations we will be able to tackle the learnability factor of the problem. Given below is the overall view of the user flow.

Initial Visuals and Mock-ups

Final design and deliverables can’t be displayed due to non disclosure agreement

User Testing

After partially developing the prototype, user reviews were taken by testing it with a sample size of 5 sellers.

On Boarding Instructional Design

From the user testing it was clear that Amazon should provide the instructional contents to help the users use the new tool. Low fidelity mock-ups for the on boarding instructional design has been created.