My Role: UX Designer
Project Goal: Roll out the new navigation and page treatments internationally. Ensure that information architecture respects the regional needs of the customer.
Project Description
The redesign of the global navigation for the Amazon.com site was a game-changer, though fraught with tremendous political and organizational complexity. The shortcoming of the previous design was that the organizational structure of the company was directly reflected in the navigation of the site. This approach was not ideal in terms of way-finding, information architecture and flow for the customer.
After extensive research relating to interaction patterns, e-commerce website adoption and a thorough audit of the page’s information architecture, a clear direction for the top navigation was developed. The beta was extensively user- and A/B-tested in the US. Shortly thereafter, the new global navigation and homepage design was ready for rollout.
The new design needed to be localized across all international sites, which also had it’s own organizational complexities. Some locales offered only a few categories while others reflected most of the US categories, but regional users grouped products differently. We used the same methods to create the best user experience for international customers.
“Skot and I were on the Retail Customer Experience Team at Amazon.com. Skot managed the worldwide design team and we worked closely to establish global brand standards and guidelines as the sites grew in complexity.
Skot is a whip-smart holistic branding expert and an exquisite designer who delivers world-class creative and communications. Skot is a real leader with a deep understanding of the production process across various mediums; and a well-rounded understanding of conceptual strategy, brainstorm facilitation, and the ability to influence yet not be political.”
~ Tina Patterson, Head of Global Brand, Amazon.com