OVERVIEW
OVERVIEW
Enhancing Discovery
& Exploration
Amazon Books has long dominated the online book retail market, driven by its vast inventory and innovative technology such as Kindle. In 2023, Kindle accounted for approximately 47% of Amazon Books’ revenue, reinforcing Amazon’s strategic focus on the Kindle ecosystem. As a result, the Amazon Books web experience has been deprioritized, leaving it with an outdated user interface and an unreliable search and discovery experience. These gaps create friction for users browsing on the web and open opportunities for competitors to capture attention during the early stages of book discovery. This project explores how improving Amazon Books’ web UI and revitalizing the discovery experience can better support users looking to browse.
Amazon Books has long dominated the online book retail market, driven by its vast inventory and innovative technology such as Kindle. In 2023, Kindle accounted for approximately 47% of Amazon Books’ revenue, reinforcing Amazon’s strategic focus on the Kindle ecosystem. As a result, the Amazon Books web experience has been deprioritized, leaving it with an outdated user interface and an unreliable search and discovery experience. These gaps create friction for users browsing on the web and open opportunities for competitors to capture attention during the early stages of book discovery. This project explores how improving Amazon Books’ web UI and revitalizing the discovery experience can better support users looking to browse.
Project Duration
4 Weeks
Team
3 UX Designers
Role
UX Designer, UX Researcher
Tools
Figma, Photoshop, Google Forms
THE CHALLENGE
Points of
Cognitive Friction
Cognitive Overload: User are experiencing difficulty browsing due to it's outdated and cluttered interface.
Discovery Friction: Users were experiencing cognitive overload due to an excess of information being displayed at once.
Lack of Intuitive Navigation: Casual browsers experience frustration navigating Amazon Book's vast library.
THE SOLUTION
Designing for
Cognitive Ease
Create Intuitive Pathways: Provide clear, easy-to-follow navigation for users who don’t have a specific title in mind.
Support Exploration: Enable users to effortlessly save, organize, and revisit books of interest, encouraging discovery.
Reduce Cognitive Load: Streamline the web interface to make browsing intuitive and easy to navigate.
Project Duration
4 Weeks
Role
UX Designer, UX Researcher
Tools
Figma, Photoshop, Google Forms
Team
3 UX Designers
THE SOLUTION
Designing for
Cognitive Ease
Create Intuitive Pathways: Provide clear, easy-to-follow navigation for users who don’t have a specific title in mind.
Support Exploration: Enable users to effortlessly save, organize, and revisit books of interest, encouraging discovery.
Reduce Cognitive Load: Streamline the web interface to make browsing intuitive and easy to navigate.
Project Duration
4 Weeks
Role
UX Designer, UX Researcher
Tools
Figma, Photoshop, Google Forms
Team
3 UX Designers
User Pain Points
THE CHALLENGE
Cognitive Overload: User are experiencing difficulty browsing due to it's outdated and cluttered interface.
Discovery Friction: Users were experiencing cognitive overload due to an excess of information being displayed at once.
Lack of Intuitive Navigation: Casual browsers experience frustration navigating Amazon Book's vast library.
THE SOLUTION
Redefining the Browsing Experience
Create Intuitive Pathways: Provide clear, easy-to-follow navigation for users who don’t have a specific title in mind.
Support Exploration: Enable users to effortlessly save, organize, and revisit books of interest, encouraging discovery.
Reduce Cognitive Load: Streamline the web interface to make browsing intuitive and easy to navigate.
Design Process
Design Process
1
Empathize
Empathize
Conducted a competitive analysis, user survey, and user interviews.
Conducted a competitive analysis, user survey, and user interviews.
2
Define
Define
Synthesized research findings into key insights, a problem statement, and a user journey map.
Synthesized research findings into key insights, a problem statement, and a user journey map.
3
Ideate
Ideate
Generated “How Might We” questions and brainstormed design solutions.
Generated “How Might We” questions and brainstormed design solutions.
4
Prototype
Prototype
Created low and high-fidelity wireframes to visualize potential solutions.
Created low and high-fidelity wireframes to visualize solutions.
5
Test
Test
Conducted usability testing with target users to gather feedback on the prototypes.
Conducted usability testing with target users to gather feedback on the prototypes.
USER RESEARCH
USER RESEARCH
Understanding the User
Understanding the User
We conducted a series of studies to better understand how users navigate Amazon Books, focusing on their behaviors, pain points and unmet needs. Initially, we analyzed features and flows from other book platforms to get an idea of best practices. We surveyed 50 Amazon Book users to learn about our users and their buying habits. We conducted 5 user interviews to dive deeper into user pain points. By combining quantitative and qualitative methods, we were able to validate user behaviors at scale while uncovering deeper insights into user motivations and frustrations.
We conducted a series of studies to better understand how users navigate Amazon Books, focusing on their behaviors, pain points and unmet needs. Initially, we analyzed features and flows from other book platforms to get an idea of best practices. We surveyed 50 Amazon Book users to learn about our users and their buying habits. We conducted 5 user interviews to dive deeper into user pain points. By combining quantitative and qualitative methods, we were able to validate user behaviors at scale while uncovering deeper insights into user motivations and frustrations.
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
Market Gaps & Opportunities
Market Gaps & Opportunities
To identify opportunities for enhancement, I conducted a competitive analysis. Our research revealed gaps such as the need for a more accurate search engine, simplified navigation, and a stronger visual hierarchy, to support easier browsing and discovery.
To identify opportunities for enhancement, I conducted a competitive analysis. Our research revealed gaps such as the need for a more accurate search engine, simplified navigation, and a stronger visual hierarchy, to support easier browsing and discovery.
USER SURVEY
USER SURVEY
Analyzing User Behavior
Analyzing User Behavior
Question:
Question:
Where do you often purchase books?
Where do you often purchase books?
Findings:
Findings:
40%
40%
of the users preferred purchasing books online.
of the users preferred purchasing books online.
What I Noticed:
What I Noticed:
We noticed the majority of users from the survey tend to shop online. To better understand their purchasing behavior, I examined recent market trends and platform constraints. I found Amazon sold 36.7 million more print books than digital titles, in 2023. Then I discovered physical books cannot be purchased through the Kindle app, while the web version supports both digital and print purchases.
We noticed the majority of users from the survey tend to shop online. To better understand their purchasing behavior, I examined recent market trends and platform constraints. I found Amazon sold 36.7 million more print books than digital titles, in 2023. Then I discovered physical books cannot be purchased through the Kindle app, while the web version supports both digital and print purchases.
Question:
Question:
Which features on Amazon Books do you feel could be improved?
Which features on Amazon Books do you feel could be improved?
Findings:
Findings:
68%
68%
of the users selected
book recommendations
of the users selected
book recommendations
50%
50%
of the users selected
the advanced search
of the users selected
the advanced search
What I Noticed:
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.
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
USER INTERVIEWS
Opportunities for Growth
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.
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
Quotes From Our Users
“Amazon Books gives us more information than we need.” - user
“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 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
"I get frustrated using the advanced search feature. Searching for a book by author and publication date is inaccurate.” - user
KEY INSIGHTS
KEY INSIGHTS
What the User's Want
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.
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 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 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 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 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 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.
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
USER PERSONA
Who We're Designing For
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.
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
Background
Full-time college student and leader of campus book club
Full-time college student and leader of campus book club
Passionate about fiction books
Passionate about fiction books
Buys textbooks occasionally
Buys textbooks occasionally
Goals
Goals
Discover books to share with her book club
Discover books to share with her book club
Balance academic reading with leisure reading
Balance academic reading with leisure reading
Stay updated on trending or popular titles among her peers
Stay updated on trending or popular titles among her peers
Behaviors
Behaviors
Browses online platforms and reviews before purchasing
Browses online platforms and reviews before purchasing
Often shops through online retailers and buys in bulk
Often shops through online retailers and buys in bulk
Participates in discussions that influence her future book choices
Participates in discussions that influence her future book choices
Pain Points
Pain Points
Needs to find books quickly due to a tight schedule.
Needs to find books quickly due to a tight schedule.
Overwhelmed by too many irrelevant search results,
Overwhelmed by too many irrelevant search results,
Difficulty finding books that are interesting for her book club and appropriate for school.
Difficulty finding books that are interesting for her book club and appropriate for school.
PROBLEM STATEMENT
PROBLEM STATEMENT
When Browsing
Becomes a Burden
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.
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
HOW MIGHT WE
Centering User Discovery
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:
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:
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
How Might We
make advanced search feel intuitive and valuable so users naturally incorporate it into their book discovery journey?
make advanced search feel intuitive and valuable so users naturally incorporate it into their book discovery journey?
How Might We
How Might We
simplify the browsing experience so users feel in control as they explore books?
simplify the browsing experience so users feel in control as they explore books?
How Might We
How Might We
present essential book details in a way that supports users’ browsing flow without overwhelming them with clutter?
present essential book details in a way that supports users’ browsing flow without overwhelming them with clutter?
How Might We
How Might We
make book exploration feel more personalized to give users a clearer sense of direction?
make book exploration feel more personalized to give users a clearer sense of direction?
LOW-FIDELITY WIREFRAMES
LOW-FIDELITY WIREFRAMES
Concept Development
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.
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
Home Page
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.
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.
Book Detail Modal
Book Detail Modal
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.
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.
Advance Search Tab
Advance Search Tab
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.
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.
Bookmarks Tab
Bookmarks Tab
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.
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.
USABILITY TESTING
USABILITY TESTING
Back to the Drawing Board
Back to the Drawing Board
The primary issue uncovered during testing centered on accessibility within the modal experience. Several users reported that the modal felt too small and that its content was difficult to read. This feedback highlighted the importance of designing overlays that are fully accessible, visually clear, and usable across screen sizes.
In response, we returned to the iteration phase to refine the modal’s visual hierarchy and accessibility. We introduced a darkened, blurred overlay behind the modal and brought it front and center within the viewport. This reduced visual noise from the underlying page while keeping users in context, allowing them to continue searching without navigating away. The updates improved focus, legibility, and overall usability, creating a clearer and more accessible experience.
The primary issue uncovered during testing centered on accessibility within the modal experience. Several users reported that the modal felt too small and that its content was difficult to read. This feedback highlighted the importance of designing overlays that are fully accessible, visually clear, and usable across screen sizes.
In response, we returned to the iteration phase to refine the modal’s visual hierarchy and accessibility. We introduced a darkened, blurred overlay behind the modal and brought it front and center within the viewport. This reduced visual noise from the underlying page while keeping users in context, allowing them to continue searching without navigating away. The updates improved focus, legibility, and overall usability, creating a clearer and more accessible experience.
HIGH-FIDELITY WIREFRAMES
HIGH-FIDELITY WIREFRAMES
Final Product
Final Product
CONCLUSION
CONCLUSION
Final Thoughts
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. During our usability test 100% of the user were able to complete the given task. the first initiation of the modal design
Overall, users responded positively to the redesign and expressed clear satisfaction with the improved browsing flow, clearer book details, and more intuitive discovery pathways. During our usability test 100% of the user were able to complete the given task. the first initiation of the modal design
The primary issue uncovered during testing centered on accessibility within the modal experience. Several users reported that the modal felt too small and that its content was difficult to read. This feedback highlighted the importance of designing overlays that are fully accessible, visually clear, and usable across screen sizes.
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.
The primary issue uncovered during testing centered on accessibility within the modal experience. Several users reported that the modal felt too small and that its content was difficult to read. This feedback highlighted the importance of designing overlays that are fully accessible, visually clear, and usable across screen sizes.
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.
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