Personalizing Amazon

The problem

A major issue customers face when shopping on Amazon is the overwhelming abundance of choices, making it difficult to confidently find relevant products quickly. Customer are left to filter through products inefficiently and repeatedly input preferences, leading to a time-consuming and less enjoyable shopping process that aren’t easily picked-up at a later time.

Timeline

August 2021 – May 2022

Role

Lead Sr. UX Designer
Amazon / Personalization & Shopping Design 

Understanding the problem

I reviewed prior studies that included customer anecdotes and engagement metrics specifically focusing on browsing history and relevancy of recommendations. The hope was to identify opportunities for leveraging customer intent and personalization to improve the experience.