Death of browser in Amazon jungle - Usability test

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Imagine a mall hosting 3.7lac sellers selling 20 Cr products.  Will it not look like a tropical jungle, so dense that anyone can be lost. This is Amazon.in, literally the Amazon forest in ecom industry. Designing Amazon.in in a way that user can easily maneuver and reach required lane of products can be a dream as well as a nightmare for the best of best Designers. But unfortunately, when I think of bad design, Amazon comes up in mind.

Let's conduct an user journey of a buyer searching for Realme mobile phone. I am selecting Mobile phone, because 80% traffic in e-com takes this route and so at least this path should have been developed matured, right? 

There are two users: 

Amy, the browser. She does not like to ask help from anyone in mall and searches the product by strolling across lanes. Online, she takes her time to browse through the pages and find the the product. 

Bill, the searcher: He asks for help as soon as he enters the mall, takes the directions and picks the right product. Online, he just uses the search bar and nothing else. 

For this test, we will ask Amy for help. She is interested to see new phones in Realme and buy one. Her journey and her reactions:

1. Home page for stakeholders and not buyer: Amy sees all stakeholders/ verticals in Amazon who are trying to take some real-estate space in home page. 



2. Wrong address after teleportation: After login, Amy clicks on Mobile but then finds her in "Electronics" category! Wrong teleportation?



3. Jungle of banners: It's a very busy and noisy page with banners of all sizes and colors. After 20 scrolls, she finally reaches Realme. 



4. WTH moment: After clicking Realme, she reaches laundry list of earphones and not mobile. Amy dies after being lost in this jungle. 



If something can go wrong, has actually gone wrong in this Amazon forest. (Readers can try this test in Flipkart and Myntra)

 Making this horror journey a bit lighter using a comic strip from Dilbert:



 


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