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Innovating Amazon User Experience

Creative Gym


Using Multiplication method, let's try innovating Amazon User Experience. 


As a part of creative thinking methods you get trained in CreativeGym is called "multiplication technique". It is a powerful method that you can use internal components to bring some innovation. So let's try it.

Here's the overall process of the Multiplication technique.

  1. List up all components

  2. Pick a components and multiple (whatever amount)

  3. Alter some aspect of copied components

  4. Think of all kinds of benefits from company and end-user perspective.

  5. Ask if it's technologically possible. 


First of all, you will list up components of Amazon's website. 

  • Search bar

  • Product Listing

  • Product Page

  • Filters

  • Shopping Cart (button)

  • Add to Cart (button)

  • Wishlist

  • Shopping Cart (page)

  • Purchase flow (shipping, payment, place order)

  • Amazon logo

  • Product photo

  • Product Description

  • Price

  • Customer Rating and Reviews

  • Customer Questions & Answers

  • Related items

Ok, here's enough.

Second, let's pick a component randomly and multiply. 

So let's say, we pick a Product Page


Then, we would randomly choose how many time we would multiply. This time we decided to multiply a couple of times. 

product-page copy.png

Third, change the multiplied components in some ways, such as location, size, info, color, etc. 

So,  we decided to change the 'content' of each Product page.

Fourth, think of any benefits from company and end-user point of views. 

We noticed that we can compare detail product information with multiple product panes. It would be useful to because users don't need to leave the page to view other products, and still compare easily.


So, this is it! We came up with an idea very quickly about innovating a portion of Amazon's shopping experience.

Below is a quick mock up (aka: prototype) of how it would look and feel. 

First, in order to launch the three column UI, we built a comparison button. 



When you are ready go compare, you will hit the compare button with an arrow. 

This is how three column product page could look like. 


Just to mimic the experience, here's the movie of how three column works. 

How do you like it? We felt it somewhat useful as  you get to see full detail of each products. 


Ok, let's try multiplying other component.
This time, what if we multiple shopping carts?

By having 2 or 3 shopping carts, maybe you can compare the total shopping cost, or compare between shopping lists. I often put items in the cart, and use Save for later function to compare total pricing. But with multiple shopping carts, I could easily compare my entire expense and decide my best course of action. 

Ok, so here are mock ups of multiple shopping carts. First, you would choose which shopping cart you want to put your item. 


Then, here is how you would compare total spending with different shopping item combination. 



Also, what if you can move items between shopping carts by just drag and drop? This would give users a lots of ways to compare the total expense and make a wise decision.


That's it for today. In this article, we showed how this simple multiplication method to bring innovation on Amazon user experience. Notice this method utilizes only their internal components to bring new changes. That means, company can use already acquired resources to bring innovation.

This article is written by Takao Umehara, a founder and master trainer of CreativeGym. CreativeGym offers a practical training on creative thinking for your business. We will help your team and clients to be able to generate innovative ideas regardless of their background.