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Jared M. Spool
@jmspool
#JaredRamblesOnAndOnAndOnAndOn
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Revealing Design Treasures From The Amazon
Revealing Design Treasures From The Amazon
Visitors in December, 2008:



Rank of all websites in traffic: 8
Revenue in 2008:



Increase over 2007: 29%
2008 Foresee Customer Satisfaction Rating:



  Rank in customer satisfaction ratings: 3
Unique Customers Since Launch:



Ranking in World Population: 17
Orders placed in 2008:



Orders processed every second: 24
Amazon
Amazon
Amazon
Amazon Treasure #1
Amazon
Amazon
Harry Potter and the
Deathly Hallows
Harry Potter and the
Sorcerer’s Stone
Amazon
Amazon
Caution
Target
Revealing Design Treasures From The Amazon
Harry Potter 7 Reviews One Month after Release


Barnes & Noble (BN.com)



          Walmart.com
Harry Potter 7 Reviews One Month after Release


           Amazon.com



             Target.com
Ratio of Reviewers to Purchasers:



    Purchases required for 20 reviews: 26,000
Viewers required at 2% conversion rate: 1,300,000
Amazon Treasure #2
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Caution
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
Amazon
If every customer spent $5 more per order,
     it would make Amazon an additional
Amazon
Amazon
Amazon
Amazon Treasure #3
Amazon
Amazon
Amazon
Amazon
Amazon’s Security Levels
 Level 0: Amazon doesn’t know who you are (no cookie)

 Level 1: Amazon knows you from a cookie
   It’s how they know what books to recommend or
   if you’re a 1-click customer

 Level 2: Amazon wants to reveal something only you should
 know
   Such as your address or shipping history
Amazon
Goal Time vs. Tool Time
 Goal Time: When the user is improving the outcome of the
 experience
   When the user is considering the product they wish to purchase

 Tool Time: When the user is moving forward without any
 improvement in the outcome of the experience
   When the user is struggling with the security system
   When the user is dealing with redesigned elements
Amazon
Amazon
Amazon
Facebook
Facebook
Amazon
Amazon
Amazon
Amazon 2007 Navigation
Phase-In Plan
Phase 1: Non-cookied visitors - 5,000 per day

Phase II: Non-cookied visitors - 1 per every 5

Phase III: Cookied customers - 5,000 per day

Phase IV: Cookied customers - 1 per every 5

Phase V: Everyone

                                     Total time: 12 weeks
Caution
Items Easy To Find
with Search
 The Princess Bride

 Books by Tom Clancy

 Movies with Téa Leoni

 A Canon SD1100

 Mario Kart for the Wii
Items Difficult to Find
with Search
 The first Tom Clancy book featuring Jack Ryan
 An inexpensive, but high quality SLR camera
 A good toy for my six-year-old niece
 Novels written by Nobel Prize for Literature winners
Amazon
Amazon
CD Baby
Amazon Treasure #4
Revealing Design Treasures From The Amazon
Apple
BestBuy
Target
Site
Amazon’s “Negative
   Operating Cycle”
           Amazon turns its inventory every 20 days
                 Best Buy turns its inventory every 74 days




                                                    }
           Standard retail payment terms: 45 days
           Day
Best Buy




                                                                    Cash Debt
            0                                              44                           74 76


           Product                                       Product                Customer Customer
           Ordered                                       Paid For                 Buys     Pays
                                 }
           Day
Amazon




                                            Cash Float
            0                   20 22                      44


           Product      Customer Customer                Product
           Ordered        Buys     Pays                  Paid For
Amazon
Amazon
Amazon
Revealing Treasures from
The Amazon
 Engage your users by delivering great content
 Don’t fear trying out new ideas
 Eliminate          while delivering confidence
 Never forget the business
 Caution is warranted
   Be careful when emulating features
   Some experiments don’t pan out
   Not all use cases are equal
More Info from User
Interface Engineering
 Newsletter: UIEtips (FREE)

 UIE Virtual Seminars

 Reports

 Conferences:
   UIE Roadshow: Seattle, Denver, and DC
   User Interface Conference: www.uiconf.com

 Blog: www.uie.com/brainsparks
 Site: www.uie.com

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Revealing Design Treasures From The Amazon