Product Designer
Role
5 Weeks
Timeline
This project was completed as part of the User Experience Design Certificate at Concordia University, centered on improving an existing mobile app experience through user research and iterative design.
Amazon’s mobile app delivers speed and convenience, but users hesitate at critical points in the shopping journey. Pinpointing where trust breaks down reveals opportunities to reduce friction and support more confident purchase decisions.
Despite Amazon’s speed and selection, users hesitate when trust signals are unclear. Doubts about sellers, fulfillment, and reviews disrupt decisions—leading to delays, drop-offs, and lost sales.
Empathize
Empathize
Empathize
User Research
Five qualitative interviews were conducted to uncover friction points and understand the emotions and thought processes behind user decisions.
Research Goals:
• Identify when and why users hesitate during shopping.
• Understand emotional drivers behind navigation and product selection.
• Learn which details matter most during product evaluation.
Empathize
Research Findings
Interviews surfaced low trust in sellers, reviews, and shipping details—shaping how users browsed and chose products.
“If the company name looks weird or there’s barely any reviews, I just move on.”
“It’s hard to tell what’s legit and what’s just marketed well. I don’t always believe the badges."
"I get that reviews help, but sometimes they feel fake too. I don’t always know what to trust."
Users often feel uncertain about what they’re buying and question whether the information shown can be trusted.
Define
Persona
A goal-driven but cautious persona was developed—someone who values speed and convenience but double-checks details to feel confident in purchases.
Define
Problem and How Might We Statements
Defining the core problem clarified where trust breaks down and how the experience could better support confident, low-friction decisions.
Ideate
Competitor Analysis
Competitor analysis of Walmart, Etsy, and Temu revealed different strengths in seller transparency, reviews, and fulfillment—surfacing clear opportunities for Amazon.
Ideate
Sketching
Sketching explored how trust cues could be added without disrupting the interface, enabling quick testing of subtle, high-impact ideas grounded in user concerns.
Prototype
User Flows
User flows mapped where trust cues would appear, ensuring additions aligned with familiar browsing patterns and decision-making habits.
Prototype
Interactive Prototype
Wireframes became a functional prototype, enabling faster iteration on layout, hierarchy, and copy—while staying true to Amazon’s design language.
Test
User Testing
Moderated sessions revealed how trust cues shaped decisions—what built confidence, what was missed, and where doubts lingered.
Test
Test Findings
Recurring patterns in participant feedback revealed key themes, highlighting usability issues and informing refinements that better aligned with user expectations.
"I didn’t even realize it was from a different seller. That would’ve made me think twice.”
“I don’t read every review — I just skim to see if people are saying the same thing.”
"If I have to dig for the info, I usually just go back and pick something else."
Solution
Solution
Build Seller Trust
Seller Details Upfront: Adds seller and fulfillment info directly to product cards, helping users avoid confusion when listings are fulfilled by third parties.
Trusted Seller Badge: Displays a badge next to seller names so hesitant users can quickly recognize vetted third-party sellers who meet Amazon standards.
Trusted Results Filter: Introduces a filter on search pages that lets users limit results to Amazon or trusted sellers, helping them avoid listings that feel risky or unclear.
Seller Performance Section: Places seller stats—like return rate and issue resolution—at the top of the profile, allowing users to judge credibility without digging.
Solution
Support Better Decisions
Clear Brand Visibility: Improves how brand names are shown on product cards, reducing mistaken clicks and helping users avoid unknown or misleading brands.
Seller Snapshot Dropdown: Adds a collapsible seller summary on product pages with key seller metrics, letting users check trust signals without leaving the product view.
Review Insights Section: Surfaces review themes and key quotes so users can quickly grasp overall sentiment without reading every post.
Solution
Improve Purchase Clarity
Shifted Seller Context: Moves seller, fulfillment, and purchase details above the price on product pages to give users clarity before deciding to buy.
Price Insights Section: Provides price context—like average and historical trends—on product pages, helping users judge value and avoid overpaying.
The process surfaced both successes and areas to refine. Future enhancements could further align the experience with evolving user needs.
