Amway's
eCommerce Experience

The Approach

Design a simplified, intuitive user interface (UI) that streamlined the purchasing process. Conducted extensive user testing to gather feedback and iterate on the design. Developed comprehensive user flows to ensure a smooth navigation experience.

The Challenge

Implement a faster, and more frictionless experience that addressed many key business and sales requirements from the business and marketing teams. The primary objective was to simplify the cart and checkout process to reduce the number of steps and required inputs, which can be too complex for some users. The need to balance user convenience with security and data integrity played a factor in our efforts. The second challenge was to improve the overall mobile experience for users who mainly are using their phones/tablets to make all purchases.

Overcoming these barriers requires a collaborative approach, involving clear communication between, development, product owners, and business teams to create a checkout experience that enhances customer satisfaction and drives higher conversion rates.

We achieved significant sales growth despite launching in a down market, surpassing initial sales projections. We enhanced the e-commerce experience, leading to higher customer satisfaction and retention. By reducing the number of steps and barriers required by all users we were able to dramatically increase the overall sales volume of our eCommerce experience. This had a massive impact on the organization as our higher volume of daily customer sales by 15%, which significantly contributed to the business’s overall ROI.

Results

The Solution

For guest users, this involved minimizing visual clutter within the interface to expedite the overall checkout process. For business owner users, the primary focus was on saving their last-used preferences, so they wouldn't need to reset each option during every checkout. This also included reducing visual clutter for these users.

We aimed to remove all obstacles in the checkout process by creating a simpler user interface. Through data-driven presentations and prototype testing, we demonstrated the potential for increased conversion rates, ultimately securing stakeholder buy-in.

My research for this project included benchmarking the eCommerce experiences of other major brands. Due to the unique nature of the Amway business model, I was unable to conduct usability testing. However, I utilized software tools such as Dynatrace and VWO to track and test various UI treatments and gather valuable insights.

Research

Final Cart Interface

Final Checkout Interface

Popup Cart Micro Actions

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