Foolproof Agency Brief

Checkout Redesign

Amazon Deceptive Design

Problem
Amazons use of deceptive design practises poses threat to ensuring a user-friendly shopping experience. In result, Amazon may inadvertently undermine trust and frustrate users during the checkout process. This can contribute to unintended purchases, increased cart abandonment rates and instances in which customers unknowingly subscribe to memberships.

'What would Amazons checkout flow look like if the users experience was put first?'
Solution
Eliminate deceptive design tactics, improve transparency throughout the checkout flow and simplify user interactions.

Understanding Amazon Primes role in maintaining customer loyalty, the redesign aims to be presented in a user-friendly manner ensuring it maintains attractive to consumers without applying pressure during the checkout process

Research

FTC V. Amazon

I conducted an audit of the FTC versus Amazon case paper as part of my analysis of deceptive design patterns on Amazon's platform. Through this audit, I systematically annotated the document
to identify instances where deceptive design practices are being used. This deepened my understanding of the issues at hand and enabled me to identify key pain points to address. Using this information, I broke down Amazon’s web and mobile flows to pinpoint specific areas for development, allowing for a targeted approach to address deceptive design practices.

Research

Key Pain Points

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Forceful Marketing

Amazon aggressively markets products using tactics like flash sales, fake scarcity, and urgency to pressure customers into buying.

Placement of CTA Buttons

Crucial CTA buttons are strategically placed above the fold for immediate visibility, which can mislead users into making uninformed checkout decisions.

Interface Interference

Manipulating the UI by prioritising information, hiding terms in small print, and emphasising “free shipping” with colour diverts attention from the price.

Preselection

Emphasising “free shipping” with coluor misleads users, diverting attention from the required Prime sign-up and the actual price, subtly influencing their behaviour.

No Guest-Checkout

Lacking a guest checkout option can lower conversions, increase cart abandonment, and miss sales from users seeking a frictionless experience.

Privacy and Security

Lacking a guest checkout option can lower conversions, increase cart abandonment, and miss sales from users seeking a frictionless experience.

Warranty

Lacking a guest checkout option can lower conversions, increase cart abandonment, and miss sales from users seeking a frictionless experience.

Research

Customer Journey Map

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Research

Competitor Analysis

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Design

User Flow

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Original

Improved

Design

Maybe add some wireframes/low/mid fid?

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Design

Final Resolution

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Design

Usability Testing

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