What's This?: Heuristic Analysis & Redesign of Amazon Subscribe & Save on Android devices.
Role: Designer, Team of 3
Project Year: 2020
Project Timeline: 2 weeks
Tools Used: Figma, Adobe Illustrator, Adobe Photoshop
Amazon aims to be Earth's most customer centric company by striving to continually raise the bar of the customer experience to help consumers find, discover and buy anything.
Subscribe & Save allows users to conveniently automate their regular purchases while receiving discounts for multiple orders. On the other hand, subscriptions provides predictable, recurring revenue for Amazon by leveraging their purchasing power for consumable goods.
By addressing usability pain points in the purchase flow user interface and information architecture, we can look to test the changes and validate if the improvements can generate positive user sentiment and emotion over time.
There are many opportunities to improve the user experience by addressing these existing usability issues. Ultimately, we predict it will lead to increased subscription rates and higher recurring revenue.
An evaluation is the process for auditing a digital experience and assessing its usability quantitatively. By using the general framework of the 10 principles of UI design from Nielsen Normal Group, we can utilize a standardized rule of thumb to provide clear areas of improvement. The goal is to spot areas needing improvement so that we can enhance the overall user experience.
We assess any violations in the design by giving it a score rating on a scale from 0 to 4. These scores are provided based on three key factors of the violation. At the end, we also provide an average rating to assess the overall market impact of these ratings.
The flow chart below shows the pages tested for our heuristic evalution. The test scenario begins with our proto-persona, Alison, subscribing to a new shampoo subscription on the Amazon app for Android. The pages track which screens she goes on to make this subscription, as well as the heuristic violation that is experienced on each page.
We chose to give the Subscribe & Save flow on Android mobile devices a score of 2.75/5, based on the weighted average of the severity ratings given.
For a one-page executive summary of the issues and recommendations presented above, please click on the link below to view the PDF.
The landing page for Subscribe & Save, along with the top navigation bar was reinvisioned to include a few improvements discovered through the heuristic evaluation:
Next, we updated the Learn More, FAQ, and side menu screens:
For the product category and search pages, we aimed to make the results more consistent in formatting, and clearly indicate Subscribe and Save items:
There is a significant opportunity to improve the shipping and checkout portions the Subscribe & Save flow:
The Atomic Design Methodology by Brad Frost was used as the general classification guideline to document the design system used for the Subscribe & Save redesign.
Click on the button below to view the entire UI library & design system documentation as a PDF file.