Amazon Pay — UX Study to increase customer traffic | by Gayathri Kasilingam

By Gayathri Kasilingam

What can we do to increase the user traffic in Amazon pay? Find the detailed UX challenge here.

Source: Google.

Remember that thing in your Amazon cart you most probably don’t actually need? But would order it anyway? Been there, done that. And that's the influence e-commerce has in our lives. Amazon being one such e-commerce giant occupying ( allow me to sprinkle some statistics ) almost 32% of the whole Indian online retailer share, still its inbuilt payment feature ‘ Amazon Pay’ contributes to only 5% of the whole UPI market share in India. Apps like Google pay and Phone Pe are way more famous though they all have more or less the same features and functionality, so it looks like its time to call in the UX/Product design department. Wink, wink ;)

Problem Statement

Here in this case study, we aim to improve Amazon pay & its features so that it can gain a higher market share in a competitive market segment.

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Users / Audience

The internet generation.

  • Avid e-commerce users / Those who don’t take their wallet with them anymore because they are so much used to digital payments.
  • Its now time to know and understand what the audience has in mind now about Amazon pay and digital payments on the whole.

User Research

My user research goals were something like this:

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  • To know their general outlook on how they currently felt about Amazon pay.
  • To understand the general attitude towards digital payments and its use-cases.
  • Discover what the competitor apps contain.
  • Get to know their mindset and features they would like to incorporate.

User Surveys

User surveys helped me to understand the collective mindset of the users. Results found down below ↓

No human can comprehend all the knowledge which guides the actions of the society.

-Friedrick Hayek

It is fun to interview people at times. It is interesting to understand how different people think and perform actions.

You may find the type of questions I posed to them, here.

User interviews were conducted with about 4 candidates, who were frequent Amazon customers to understand how they felt about the Amazon Pay feature hidden inside an app the used very often. Down below are some main inferences I gained.

The User research insights helped me arrive on where next to focus on.
I understood that understanding the different use-cases/scenarios where Amazon pay should be employed and how to make customers use it in these individual scenarios would increase its traffic.

So, here we go.

Modularizing our goals

After extensive research, The below three scenarios are in which the amazon pay feature can be made to be more chosen or focused by some feature alterations.

Out of these, paying amazon orders with Amazon pay is an inevitable use case that should be widely focused given that it is an inhouse project.

Three scenarios to focus on.

Before that, it's vital to make the Amazon Pay option more accessible in the app, Shall we?

This homepage makes it more
hard and less obvious for customers to find the Amazon pay feature.

It fails by the Gestalt Principles of Perception, where all the options get almost the same importance.


Navigation Menu

Of course, the above options are important, but also the option for Amazon pay can be placed better.

Our research concluded how hardly 15% of the customers actually use amazon pay to pay for their Amazon orders, which is surprising given that it is part of the app.

Let me tell you some probable reasons why.

  • Amazon pay is not one of the first payment options, most people haven’t even noticed it in the long list of Payment modes.
  • There aren’t any obvious extra offers/cashback that motivates them to use Amazon pay.

Existing screens ↓

So let us make the app throw the light more on
Amazon pay now. Shall we?

UPI (United payments interface) is a banking system for money transfers on payment apps, in India.

Existing screens
Existing Setup screens

Every user is usually not at all interested in the setting up part. given there are plenty of details to fill and so on. So we aim to make the initial setup as easy and comfortable as ever.

To be honest, after the UPI is actually set up, we are just a 4-digit PIN number away from completing the payment. So we keep this as the first priority among the payment modes to make it quick and efficient.

← Existing screen

The research suggested how only about one out of four people have used amazon pay for paying businesses. This was achieved by the plenty of offers and cashback provided by the app. But some factors don’t make the app appealing to use longterm.

Let me tell you some probable reasons why.

  • The Amazon pay screen is hidden ( we dealt with this already) but even after opening the portal, it is seen it has a very non-catchy design.
  • No clear CTA in the payment portal, unlike Google pay. This makes it complex and increases the cognitive strain on the user.

Sending & Receiving money from others • Goal #3

Peer pressure is a real thing. With digital payments, transferring money became easier and safer than it ever used to be. This is one of the primary places where digital payments lead the business. Amazon pay contains a feature called Near Me that allows such nearby transfers but is hidden inside. Google pay is the most successful in this arena. So why not Amazon Pay?

Let me tell you some probable reasons why.

  • There aren’t offers or cashback offered in this arena that promotes such transfers.
  • Again, the feature is hidden safely somewhere inside and is not gaining attention.

Thank you for this amazing problem statement. It was a perfect blend to display our problem solving, UX, UI skills.

Glad I could make it to the top three!

Adding new features on an existing app threw light to designing in Reality, rather than working on hypothetical solutions. It was amazing learning for User research, problem-solving, and design thinking.

And now,

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Comment 💬 if you have something to say. Constructive criticism is always welcome.

Thanks for reading.

Illustrations by @pixellpenn