- Eric Beatty
A quick note from Clark Moss, IQ’s Executive Creative Director:
Every now and again at the IQ office, spontaneous discussions break out about our “dream brands,” those specific companies that we would just love to work on. It seems everyone in the office has one, from a tech giant to a local bar, a brand name clothing store to a niche-market product manufacturer. To celebrate that, we’ve challenged ourselves to write, design, blog and create ideas around these dream companies. We’ll be sharing them over the next few months on the IQ Agency blog, so please enjoy this first one by Eric Beatty, one of our wonderful Art Directors.
Before I start I want to state that I know that Amazon.com has an amazing team of UX & digital designers, and I know they have reasoning behind each element of the page and it’s placement. The comp that I designed is a direction that I personally think improves the usability of the site.
The Problem with Amazon.com
Amazon.com recently came out with an underwhelming redesign of their homepage. Though it is better then it’s predecessor, it didn’t solve for the overall clutter that is on the homepage. Due to the clutter there is no system of hierarchy to guide the user down the page through the various sections. Instead the user comes to the page and feels overwhelmed, flooded with information and images to take in. I wanted to solve for this.
I wanted to get rid of the clutter and focus on the most important things on the homepage: navigation, featured content and suggested products. I also wanted to create a system of hierarchy with the content, breaking up the page with large blocks of featured content with smaller blocks of suggested products so the user doesn’t get overwhelmed. Finally I wanted to create a space at the top that showcased Amazon’s featured products in the best way possible.
I shrunk the nav, leaving only the most important items: Departments, Prime, Wish list, My Account, Cart & Search. Note that search is front and center, allowing for people to quickly and easily get to it, since this is likely the most used way to navigate the site.
I made an eye catching, full width image hero slider that showcases each featured product in an emotional way. I noticed that the current hero pieces are small and feel more like ads than a featured section. I wanted to make sure this section shined because this is where Amazon gets to push select items.
I wanted to update the “related to items you’ve viewed” with Amazon’s colors. I feel they don’t use their branded orange enough, and by popping it in every now and then we are able to reinforce the brand subtly through the site. I also gave new spacing to the products to let them breathe, and to give the eye an easier time to see each product.
I think it is important to break up the product suggestion section with hero items. This keeps the user from feeling overwhelmed looking at a mass of products. It also provides visual interest and does a nice job breaking up the page.
Note the right side bar didn’t change that much, I wanted to make sure that section remained dedicated to advertisement, that way this is a more realistic approach to the redesign.
Take a look at the project on my Behance for more information. What is your opinion of Amazon.com’s homepage?
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