UX by the Numbers: Amazon Product Page
Measuring how layout and content hierarchy impact user experience with data-driven insights.
Category
UX Research
Scope
Quantitative Study
Survey Design
Comparative Analysis
Industries
E-commerce, Consumer Platforms
Date
October 2024
Understanding the Prompt
This project explored how to measure user experience through data. I focused on Amazon’s product page, a common interface with layered decisions. The aim was to translate layout and clarity into structured feedback by selecting specific aspects, designing metrics, and gathering insights that could support design choices with evidence.
Focus and Audience
Before running the study, I made a few assumptions. I believed users might prefer seeing essential product details such as specifications, manufacturing info, and reviews before ads and suggestions. This seemed intuitive, especially after observing that platforms like Walmart and Flipkart tend to prioritize core product data higher on the page.
I chose to explore Amazon’s general product pages—those used daily across mobile and desktop devices. My goal was to uncover pain points around layout and content prioritization, particularly for the age group of 19 to 23, who actively shop online.
Conducted Survey via Google Form
To validate these hunches, I created a survey and circulated it among peers. I received 27 responses, enough to detect recurring friction points.
What Users Told Me
To validate my assumptions, I created a short survey targeting users who frequently shop on Amazon. I focused on layout-related friction points including content placement, scrolling effort and distractions from ads. The responses helped surface specific areas where users felt the experience could be more intuitive and efficient.
Findings
The charts below highlight key trends in the feedback, especially around mobile layout challenges and the need for better content prioritization.
My Role and Thinking
The survey showed that while Amazon’s layout is functional, users—especially on mobile—struggled with scroll fatigue. One common pain point was having to scroll past ads and recommendations to reach specs or reviews.
This reinforced my initial assumption: surface the important content first and cut down what gets in the way.
Though the brief leaned toward research, I naturally moved into visual thinking. I began sketching light layout changes that could improve clarity without disrupting the existing structure, just enough to better match the user’s mental flow.
What I’d Love to Explore Further
With more time, I’d run layout experiments using heatmaps and click tracking to understand how users interact with different structures. I’d also create lo-fi wireframes to test quick shifts—like placing specs before ads—to see if clarity improves.
To validate this, I’d propose A/B testing with a focused user group. It wouldn’t be a redesign, just a layout tweak that helps users reach core info faster—without hurting visual consistency or confusing returning users.