The Search team strives to make a customers’ time shopping on Amazon as productive as possible by making product evaluation within search as efficient as it can be. The vision is always to provide customers a quick and easy way to evaluate and understand products in their search results.
Customers find it difficult to use Amazon as a top of the funnel place to start their shopping journey. Customers struggle to visually evaluate products in mobile search results. particularly for products or items they cannot describe in words, or they simply don't know what they want until they see it or something similar. Customers might have an idea of what they're looking for in their minds but find it difficult to articulate this idea using words; this is particularly difficult for more than 80% of customers who start their discovery journey using broad queries. Despite this customer need for slightly more details about an item in search results, our current face-out is mostly text (46% image/text ratio); In comparison, some of our top competitors emphasize images (Avg. 60% to 75% Image/text ratio).
Multiple widgets, badges, and ingresses currently compete and attempt to provide customers more relevant information about any given product in very limited real estate. In order to reduce the cognitive load of search results for our customers, our goal is to provide a central space to house these features- surfacing the most relevant product information needed at every stage of their shopping journey. so that they may properly evaluate, make cross comparisons and determine the products that best meet their needs without ever leaving search.
Paired with our problem statements and hypotheses, I lead and ran a product and design workshop with core partners from across Amazon (Home Goods, Consumables, Books, Fashion) with a goal to understand customer needs across different product type categories and build a consensus on which features customers would value most. We collectively refined and ranked individual elements and interaction models and built a consensus on which features, ideas or elements to prioritize for early experimentation.
Paired with our problem statements and hypotheses, I lead a product & design workshop with core partners from across Amazon with a goal to understand unique customer needs across different product-types and build a consensus on which features customers would value most.
We collectively refined and ranked individual elements and interaction models and built a consensus on which features, ideas or elements to prioritize for early experimentation.
February 2021, we conducted an unmoderated qualitative study on how customers perceive two different types of quickview interaction models and what quickview does as an extension of Search.
Key insights found that participants saw how the Quickview feature addressed the problem of going back and forth between the Search Page and Product detail pages to compare products and narrow down their choices. Participants liked the ability to be able to see the basic/most pertinent product information while scrolling up and down the Search Page to go through many products quickly. Participants skimmed through the contents of the Quickview rather than spending a lot of time reading and analyzing everything.
Next step recommendations were to allow for color swatch variations and interactions, product variation summaries and selections, and a quick add to cart for customers who know they want the item without further information or needing to travel to the full product detail page.
