Italian version

E-commerce · Mobile

Amazon mobile app concept

Goal
Improve the experience and modernize the UI
Role
Experience Lead
Year
2024

Context & Goals

Problem

I wanted to modernize the app, making it clearer and easier to understand. On mobile, many sections felt crowded: filters weren’t immediately visible, product cards mixed too much information, and the checkout flow lacked guidance. The goal was to simplify what matters, highlight useful parts, and hide the superfluous—so users reach the cart and checkout with fewer steps and less confusion.

Design choices

  • Quick filters always visible on key pages.
  • Fixed cart bar with subtotal and clear checkout steps.
  • Simpler texts and clean visual hierarchies in lists and product cards.

Expected metrics

  • Faster filter selection: +15%
  • Time to add to cart: −20%
  • Checkout abandonment: −10%

Approach

What I did

  • Redesigned the main layouts to make the app clearer and tidier.
  • Prioritized truly useful information and hid secondary elements.
  • Simplified navigation with obvious shortcuts and more recognizable sections.
  • Made adding to cart and the checkout flow more direct.
  • Designed a new homescreen, improving the shopping experience with time-limited offers and dynamic suggestions.
  • And most of all... now there’s direct access to wishlists from the homescreen!

Target users

Frequent buyers — want to quickly find products and complete purchases without unnecessary steps.
Explorers — browse to get ideas, need clear categories and simple suggestions.

Research artefacts

Strategy & IA

Principles

  • Quick, more organized filters.
  • Essential information highlighted in cards and product pages.
  • Cart bar that accompanies the user with simple guidance.
  • Wishlists always easily accessible.

Structure

  • The home is cleaner and highlights entry points to main categories.
  • In lists, filters remain visible and easy to use.
  • Less useful sections are secondary to avoid distracting the user.
  • On product pages, information is organized and important actions are easy to reach.
  • A new shopping experience is offered through the new interactive cart bar.

Design system

  • Essential colors with an accent for important actions.
  • Legible fonts and consistent sizes.
  • Regular spacing to let content breathe.
App principles
User Flow

Before → After

Before
Homescreen Prima
After
Homescreen Dopo
  • More organized homescreen, with distinct sections.
  • Time-limited and personalized offers added.
  • Quick filters help users find what interests them faster.
  • Navigation always visible with direct access to wishlists.
Before
Product lis Prima
After
Product list Dopo
  • Product cards are clearer: price and offers are immediately understandable.
Before
Product card Prima
After
Product card Dopo
  • The product detail page has a new, more modern look.
  • It’s easier to change filters to search for the product you want.
  • New shopping experience with the Dynamic Purchase Bar: one tap to add to cart, one swipe to buy directly.
Before
Carrello Prima
After
Carrello Dopo
  • New checkout design: more modern, cleaner, easier to understand.

Validation

What changes

  • Product search is clearer and faster, with no distracting elements.
  • Cards are more readable: price, offers, and actions are immediately clear.
  • The path to cart and checkout is more linear and requires fewer steps.
  • New shopping experience via the Dynamic Purchase Bar.

Next steps

  • Display time-limited offers.
  • Manage ratings and reviews.
  • Simplify after-sales: show completed orders and possible returns.
  • Clarify coupon usage at checkout.