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About

This project explores a UI redesign concept for the homepage of the Amazon mobile application. The goal was to identify usability and layout issues through a heuristic evaluation and informal user feedback, then propose improvements focused on clarity, navigation, and visual hierarchy.

This is a conceptual redesign project, not an official product study.

Problem

The current Amazon mobile homepage can feel visually dense, with heavy content scrolling and limited clarity in category discovery and navigation structure. This project explores ways to improve layout clarity and browsing experience.

Solution

A redesigned homepage concept focusing on:

  • Improved visual hierarchy

  • Clearer category navigation

  • Reduced content overload per screen

  • More structured product discovery layout

Process

  1. Heuristic evaluation of existing interface

  2. Competitive inspiration analysis

  3. Informal user feedback collection

  4. Ideation and wireframing

  5. UI redesign in high-fidelity mockups

Amazon UX performance

Overall Performance

This is a case study of Amazon’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 1017 design elements. 213 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape. Source

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Amazon’s overall e-commerce UX performance is decent. Amazon has decent performances across the board with neither any great nor any broken performances.

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Mobile App Homepage Performance

The issue that immediately drew my attention was the UX performance of the mobile app's homepage and category navigation. Consequently, I've opted to concentrate solely on redesigning the homepage to address this specific concern. Source

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Auditing the Current UI

Homepage UI Audit 

As I delve deeper into auditing the Amazon app's user interface, I've uncovered a myriad of issues that demand attention. From the layout inconsistencies to the lack of personalized recommendations, each aspect contributes to a less-than-optimal user experience. One glaring concern is the ambiguity surrounding the horizontal scroll feature, where users struggle to discern its presence due to the abrupt end of content. Additionally, the cluttered visual landscape, slow loading times, and intrusive notifications further compound the challenges users face when navigating the homepage.

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Research

Instead of formal UX analytics, this project used:

  • Informal user interviews (11 participants)

  • Observational analysis of usability patterns

  • Personal interface audit based on UX principles

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This helped identify common usability friction points such as:

  • Excessive scrolling on homepage

  • Difficulty locating category entry points

  • Perception of visual clutter

  • Limited clarity in navigation structure

Key Insights

  1. Key themes from user feedback:

  2. Users often scroll extensively before finding categories

  3. Navigation elements are not immediately visible

  4. The homepage feels content-heavy

  5. Users expect faster access to product categories

User Persona

A simplified user persona was created to represent typical mobile shoppers who prioritize:

  • Fast browsing

  • Clear category access

  • Personalized product discovery

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The New Homepage

The Redesign
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Reflection

This project helped strengthen my ability to:

  • Evaluate existing interfaces using UX principles

  • Translate usability issues into design decisions

  • Build structured UI improvements based on user feedback

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Future improvements would include:

  • More structured usability testing

  • Prototype testing with users

  • A/B comparison of design variations

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