1
2
3
4
5
COMPETITIVE ANALYSIS
Market Opportunities and Gaps
Question:
What information is most important to you when deciding to purchase a book?
Findings:
47%
of the users reported difficulty finding book specifications when asked about their pain points.
What I Noticed:
That was surprising, because in my competitive analysis I discovered that Amazon actually provides more detailed specs than its competitors. So, why couldn’t users find them? As I dug deeper, a few patterns stood out: the interface felt outdated, the search was weaker than competitors, and most importantly there was simply too much information shown at once. Instead of helping, the abundance of details created cognitive overload, making it hard for users to focus on what mattered. This revealed an important opportunity: it wasn’t about adding more information, but about presenting the right information, in the right way. Streamlining book specifications became a key design priority to reduce friction and make product discovery easier.
Question:
Which features on Amazon Books do you feel could be improved?
Findings:
68%
of the users selected
book recommendations
50%
of the users selected
the advanced search
What I Noticed:
The data reveals a clear pattern: users aren’t just looking for more features; they’re looking for smarter ways to navigate Amazon’s massive book library. Their interest in both recommendations and advanced search shows that users want guided discovery, not endless scrolling. They need tools that help them narrow down options.
USER INTERVIEWS
Opportunities for Growth
While conducting user interviews, 80% of the users found Amazon's browsing experience mentally taxing. Although Amazon's massive inventory is a key strength, navigating such a large collection of books can be overwhelming for some users. Others expressed frustration with the site's unreliable advance search feature, noting filtering by author or publication date often yields inaccurate and irrelevant results, further discouraging discovery. Overall users find Amazon Books most efficient when they know exactly what they want, but not a platform for exploration.
Quotes From Our Users
“Amazon Books gives us more information than we need.” - user
“I don’t browse for books on Amazon unless I already know what book I want.” - user
"I get frustrated using the advanced search feature. Searching for a book by author and publication date is inaccurate.” - user
KEY INSIGHTS
What the User's Want
As the research unfolded, a clear narrative emerged. Users came to Amazon with purpose ready to buy a book they already had in mind. But the moment they tried to wander, browse, or simply look for inspiration, the experience shifted. Instead of feeling guided, they felt lost in a maze of endless options with little direction. What users described wasn’t just frustration, it was a longing for a smoother, more intuitive way to discover their next read.
Users Need a More Focused
Amazon Books Experience
Users want the flexibility to purchase both print and digital books, so we prioritized the web experience as the primary focus of our design strategy.
Users Need More Accurate
and Supportive Search Tools
Users want more control over their searches to quickly find relevant books. Amazon Book’s existing search experience doesn’t meet that need, creating frustration.
Users Need a Simplified,
Less Cluttered Interface
Users want a simplified layout that reduces visual clutter and highlights the most relevant information. A cleaner interface would help minimize cognitive overload.
USER PERSONA
Who We're Designing For
Using insights gathered from user interviews and behavior patterns, I developed three representative personas to capture the range of user needs and motivations. One of these personas is Hana Kim, she represents users who want quick, intuitive ways to discover new books.
Background
Full-time college student and leader of campus book club
Passionate about fiction books
Buys textbooks occasionally
Goals
Stay updated on trending or popular titles among her peers
Discover books to share with her book club
Balance academic reading with leisure reading
Behaviors
Browses online platforms and reviews before purchasing
Often shops through online retailers and buys in bulk
Participates in discussions that influence her future book choices
Pain Points
Difficulty finding books that are interesting for her book club and appropriate for school.
Needs to find books quickly due to a tight schedule.
Overwhelmed by too many irrelevant search results,
PROBLEM STATEMENT
When Browsing
Becomes a Burden
User research revealed that Amazon's book shopping experience can lead to cognitive overload, especially for users who don’t have a specific title in mind. While the platform performs well for task-oriented users who know exactly what they’re looking for, it lacks intuitive pathways for casual browsers or indecisive shoppers. This creates a frustrating experience when trying to explore Amazon’s vast library. Our goal is to better support exploratory behavior by identifying and addressing the design barriers that prevent meaningful book discovery.
HOW MIGHT WE
Centering User Discovery
As I dug deeper into the research, a pattern emerged. Users weren’t just searching for books, they were searching for direction. Many entered Amazon with curiosity, only to lose their way in the noise of endless choices. To reimagine this experience, I turned their struggles into the following guiding questions:
How Might We …
make advanced search feel intuitive and valuable so users naturally incorporate it into their book discovery journey?
How Might We …
simplify the browsing experience so users feel in control as they explore books?
How Might We …
present essential book details in a way that supports users’ browsing flow without overwhelming them with clutter?
How Might We …
make book exploration feel more personalized to give users a clearer sense of direction?
LOW-FIDELITY WIREFRAMES
Concept Development
To address the core user challenges uncovered earlier, I moved into the ideation phase and explored a wide range of possible solutions. Using the Crazy 8s brainstorming method, I rapidly sketched multiple design concepts focused on improving book discovery, simplifying navigation, and reducing cognitive overload. The following low-fidelity wireframes represent the concepts that best addressed the user’s core pain points and were selected for further exploration.
Home Page
A simplified interface that removes the cluttered sidebar and redundant tabs, creating a cleaner, more inviting entry point for book discovery. This streamlined layout helps users focus on the most relevant content and encourages exploration.
Advance Search Tab
An enhanced search experience with more accurate filtering options that help users confidently explore Amazon Books’ vast library. The improved filters make it easier to narrow down results, surface relevant titles, and support exploratory browsing without overwhelming the user.
Book Detail Modal:
A quick-view modal that displays the most relevant book information, allowing users to learn more without navigating away from their current page. This helps save time, reduce disruptions, and support smoother browsing.
Bookmarks Tab
A dedicated bookmarks tab where users can save and organize books they’re interested in. While browsing, users can quickly bookmark titles and later compare up to three books side by side. This supports casual exploration, helps users keep track of options, and makes it easier to defer decisions without losing their place.
HIGH-FIDELITY WIREFRAMES
Final Product
CONCLUSION
Final Thoughts
Overall, users responded positively to the redesign and expressed clear satisfaction with the improved browsing flow, clearer book details, and more intuitive discovery pathways. The new structure reduced feelings of overwhelm and helped readers—especially casual or indecisive ones—navigate Amazon’s large book catalog with more confidence.
The primary issue uncovered during testing involved accessibility challenges within the modal experience. Some users relying on assistive tools had difficulty navigating and closing the modal smoothly. This feedback highlighted the importance of ensuring that all interactive components—especially overlays—are fully accessible and keyboard-friendly.
Moving forward, addressing these accessibility gaps will not only enhance usability but also ensure the experience is inclusive for all readers. Despite this improvement area, the redesign successfully met its goal: supporting exploratory behavior and making book discovery more meaningful and enjoyable.