AMAZON

REDESIGN OF THE PRICE COMPARISON PAGE THAT INCREASED CONVERSION RATE BY 15%

I led the redesign of the Price Comparison Page of the Amazon Insurance Store. This is the most important page within the post-purchase journey, we have had over 85% of customers that lands on this page drop-off after going through the process of filling out the questionnaire.
ROLE
Senior UX Designer
Date
March 2022
TEAM
Product Manager
Developers
Technical Program Manager
DELIVERABLES
Stakeholder interviews
Competitive Analysis
Design Workshop
Wireframes and Sketches
High-fidelity design
Interactive Prototype
Final specs and assets prod
PRICE COMPARISON PAGE REDESIGN

Why the redesign?

Data revealed an 85% drop-off rate on the Price Comparison Page, with user feedback pointing towards some crucial issues:

  • Most quote cards were below the fold on desktop, rendering 90% of the search result invisible without scrolling down the page
  • Customers expressed confusion over what was included or excluded in various policies.
  • Lack of clarity and user understanding of the offer presented to them.
QUOTE CARDS ON DESKTOP

STAKEHOLDER INTERVIEW

Understanding stakeholder needs and aligning project goals.

Initial interviews were conducted with key stakeholders, including product managers, developers, and marketing teams, to gather insights and align expectations.

peer feedback
“John contributed to an S-team goal launch, demonstrated great ownership, and delivered results. I appreciate his patience when going through multiple mock reviews and many iterations of the mocks with internal stakeholders and insurers. John is a proponent of doing more research to make data-driven decisions, and I would encourage him to continue these good qualities going forward“
REDESIGNED QUOTE CARDS

ACTIVITIES & OUTPUT

Interviews with Stakeholders

Gathered perspectives on existing challenges and desired outcomes.

SUMMARy REPORT

Documented findings to ensure alignment and clear understanding of the project scope.

Design Requirements

Identified and prioritized design requirements based on stakeholder feedback.

COMPETITIVE ANALYSIS

Identifying market standards and opportunities for differentiation.

A comprehensive analysis of competitors' price comparison pages was conducted to identify industry standards and potential areas for improvement.

PEER FEEDBACK
“John has done a great job designing the entire Lynx experience. He has navigated challenging situations with calm and patience. He is open to feedback and constantly looking for ways to improve the customer experience. He is a great advocate for our customers.“
CONDITIONAL LOGIC IN FIGMA TO BUILD INTERACTIVE PROTOTYPE

ACTIVITIES & OUTPUT

Analysis of Competitors

Evaluated features, design elements, and user experience.

Benchmarking Report

Highlighted strengths and weaknesses of competitors, providing a foundation for design decisions.

Opportunity Identification

Pinpointed unique features and improvements to differentiate Amazon's offering.

design workshop

Collaborative ideation to generate innovative solutions.

Conducted several workshops involving stakeholders, designers, and developers to brainstorm and explore design solutions.

PEER FEEDBACK
“John has single-handedly worked on UX-related tasks for the Purchase experience. He has supported the dev team with any requested queries. He has accepted or pushed back the dev team's recommendations with correct rationale and reasoning.“
REMOTE DESIGN WORKSHOP

ACTIVITIES & OUTPUT

FACILITATED 3 DESIGN WORKSHOPS

Facilitated sessions focusing on user pain points and potential solutions.

Concept
Sketches

Generated initial design concepts and ideas through collaborative activities.

Design
Iterations

Developed and refined design ideas based on feedback from workshop participants.

User Research and User Testing

Gathering user feedback to inform design decisions.

Conducted user research to understand user needs and preferences, followed by iterative user testing to validate design concepts.

PEER FEEDBACK
“John is great at bridging the gap between tech and product, making sure to build a CX within product requirements and keeping it simple for the tech teams. He is also great at coming up with different DESIGN EXPERIENCE for the given problem.“
MVP DESIGN DIRECTION

ACTIVITIES & OUTPUT

Surveys and Interviews with 30 Users

Collected qualitative and quantitative data on user experiences and expectations.

Usability Testing with 15 Participants

Tested early prototypes and gathered feedback to refine designs.

User Research Report

Documented key findings and user insights.

HIGH-FIDELITY DESIGN

Creating detailed and visually appealing design mockups.

Translated wireframes into high-fidelity designs, incorporating visual design elements and branding guidelines.

PEER FEEDBACK
“John's super power is his ability to leverage his design acumen to build scalable, reusable designs for a well-defined customer problem. He is an effective planner with a 'go-get-done' attitude which helps him deliver on time.“

— UX MANAGER

HIGH-FIDELITY DESIGN

ACTIVITIES & OUTPUT

High-Fidelity Mockups

Developed detailed design mockups, ensuring consistency with Amazon’s brand identity.

Design
Reviews

Conducted reviews with stakeholders to gather feedback and make necessary adjustments.

Final Design Approval

Obtained approval for the high-fidelity designs from all relevant stakeholders.

INTERACTIVE PROTOTYPE

Providing a realistic experience for user testing and stakeholder reviews.

Built an interactive prototype to simulate the user experience and facilitate further testing.

PEER FEEDBACK
“John is highly organised and clearly skilled at what he does. While John clearly brings some great experience from his pre-Amazon life, he is humble about what he doesn't know and continually seeks inspiration both within Amazon and also externally. The result is high-quality work, which means his teammates are able to move fast.“
PROTOTYPE

ACTIVITIES & OUTPUT

Interactive Prototype

Developed a clickable prototype showcasing the redesigned page’s functionality and interactions.

Prototype
Testing

Conducted usability testing sessions to validate the prototype and gather final feedback.

Refined
Prototype

Made adjustments to the prototype based on test results and stakeholder feedback.

LEARNINGS

The redesign of the Price Comparison Page for the Amazon Insurance Store was a comprehensive effort that addressed significant user pain points, leading to substantial improvements in user experience and engagement.

  • Iterative Testing is Crucial: Continuous testing and refinement based on user feedback are essential for improving design quality.

  • Competitive Awareness: Understanding market standards helps in identifying opportunities for differentiation.

  • Detailed Documentation: Clear and detailed documentation ensures a smooth transition from design to development.

  • Stakeholder Collaboration: Regular communication and involvement of stakeholders lead to aligned goals and successful outcomes.

OUTCOMES & REFLECTIONS

The redesigned Price Comparison Page marked a significant milestone in our journey towards creating an unparalleled online insurance shopping experience.
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Not only did we witness a dramatic reduction in the drop-off rate, but user engagement metrics soared. The page now serves as a testament to what can be achieved when innovative design meets user-centricity.
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Unfortunately, the program was shut down recently by leadership due to the unpredictable competitive landscape in the UK.

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