AmazOn

ScAn IT: Visual Search MoBile APp

MY ROLE: Senior UX Researcher and Designer

THE GOAL: Redesign visual search feature on Amazon mobile app to be more intuitive and user-friendly.

THE APPROACH: Before the redesign of the Scan It feature, I created user personas to guide the goals and behavior of Amazon customers. The personas were synthesized from data collected from interviews with customers. Collaborating with product managers and engineers, I created prototypes of the mobile app for user testing.

THE RESULTS: Redesign of the Scan It feature increased usability by 25%.

UI Design
Mobile Design
Prototyping
Usability Tests
Personas
User Journeys
Wireframing
Visual Design

Scan It Prototype

Amazon Scan It is a feature in the Amazon mobile app that uses visual search technology to help customers find products using the camera on their mobile device.

I created a design language using icons to help guide the customer to better scanning by providing a view finder, responsive fireflies, and helpful tips. Features inclued in the prototype are access to customer's history, recommendations, and upload a photo.

Scan It Usability Study #1

For the initial usability study, we (myself and user researcher) followed Amazon customers to several stores as they used the original Scan It feature to do their shopping. The two goals of the study were to get better understandings of how they use the feature and what aspects of the feature meets or does not meet their needs.

After the study, we processed the data and decided on refinements to the Scan It feature. Once we decided on the important improvements, we began sketching new interfaces. The redesigns became the testing prototypes for the second usability study.

Scan It Usability Study #2

For the second usability study, we (myself and design team) created a store shelf in the UX Lab and had the participants (all Amazon customers) scan each item using the different Scan It prototypes.

For the study, we had 9 participants. In our team, we had a moderator, a camera person, several note takers and observers. The observers were in the next room watching the usability tests.

The results from the usability studies were then put into both quantitative and qualitative data and informed all of the refinements to the Scan It feature.