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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