Foolproof Agency Brief

Deceptive Design

Amazon Checkout Redesign

Problem
Amazon's deceptive design practices threaten a user-friendly shopping experience, potentially undermining trust and frustrating users at checkout. This can lead to unintended purchases, higher cart abandonment, and accidental memberships. What if Amazon prioritized user experience in its checkout flow?
Solution
Eliminate deceptive design, enhance transparency, and simplify checkout. While recognizing Prime’s role in customer loyalty, the redesign ensures a user-friendly experience without applying pressure.
Research
Design Process for Amazon Checkout Redesign
Internal Markup, Competitor Analysis, User Interviews, Affinity Mapping, Opportunity Solution Tree, User Personas, Wireframes, Storyboarding
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Analysis

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
Preselection
No Guest Checkout
Privacy and Security
Warranty

Research

Competitor Analysis

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Research

Customer Journey Map

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Design

Final Resolution

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Design

Usability Testing

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Scarlet
"Much easier than my previous Amazon experiences, usually Amazon is very hard to navigate."
Scarlet
"Much easier than my previous Amazon experiences, usually Amazon is very hard to navigate."
Scarlet
"Much easier than my previous Amazon experiences, usually Amazon is very hard to navigate."

Contact

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