A newly designed location selector in checkout flow on amazon.com

Customer Problem

Customers had to go through fragmented location selection experience on amazon web and mobile, which lead to frustrating situations and disinterest in shopping on Amazon.

Business Goal

To position Amazon Pickup next to delivery options during checkout to enable customers to easily discover and select pickup locations.

Impact

1. Consistent location selection experience.
2. Web and mobile compatible.
3. Faster product launches in the future.

My Role + Team Credits

My role: Lead cross-functional agile process, UX coaching & direction, usability test planning and execution, reviews, cross-functional collaboration and alignment.
Credits: Jeannine P (UX + Visual Design)

Goal - Identify problems in current location selection experience and brainstorm possible solutions with a customer as stakeholder in the room.

Goal - Redesign and test a scalable location selection experience that delight customers and enable them to complete their tasks.

Phase III - Location Selector Design and Testing on Mobile

This phase was scheduled for Q3, 2018 after Aman's departure from Amazon. No details available.

Phase IV - Location Selector Scalability Improvements

This phase was scheduled for Q3, 2018 after Aman's departure from Amazon. No details available.

Key Findings in Phase I

1. Current location selection experience is inconsistent throughout customer journey leading to customer frustration.
2. Usability issues are barring customers from completing their orders, resulting in loss of revenues for Amazon.
3. There is a large amount of redundent information that customers do not need.
4. Customers are unable to find relevant information like hours of operation and services at various Pickup locations.
5. Once customers have had an unfavorable experience, they were reluctant to choose pickup options during checkout.

Additional steps in existing flow lead to a mismatch between application's behavior and customers' expectations resulting in frustration.

Information design in older version was adding to the clutter due to which customers were not able to find relevant information to complete their task.

Step 1. Competitor Research

We conducted competitor research on 20 different eCommerce websites to learn from their best practices and mistakes.

Step 2. Design Iterations with Partner Teams

We invited and partnered with teams that could use an improved location selection experience to get their inputs to build a scalable solution.

Step 3. Visual Design for Phase II

Base screen of new location selector that can be configured for pickup, returns and other teams at Amazon to provide a consistent experience.

Customers can search for Amazon and Amazon's partner pickup locations based on their ZIP Code, Address, Landmark or name of the location.

Customer can choose from Amazon staffed locations, Lockers or third party locations like Post Office.

Customer can filter by speed of delivery (Free pickup today or Free pickup tomorrow).

Hovering on a card on left navigation will enlarge the corrosponding pin on the map.

Customers can see more details about selected location by clicking on Show Details link. It toggles to Hide Details

Customers can enter a different ZIP code to see pickup locations in that area.