USABILITY STUDY | RESEARCH | STREATEGY
Exploring customers' experiences with comparison chart in shopping for Amazon devices
Exploring customers' experiences with comparison chart in shopping for Amazon devices
Sponsored by Amazon, this project was completed in a team of 4 in the graduate-level Usability Studies course at the University of Washington.
Sponsored by Amazon, this project was completed in a team of 4 in the graduate-level Usability Studies course at the University of Washington.
My Role
Stakeholder Communication
Usability Test Moderator
Data Analysis
My Role
Client Communication
Modered Usability Test
Data Analysis
Duration
Jan - April 2024
(4 months)
Duration
Jan - April 2024
(4 months)
Overview
Overview
Imagine you're browsing for a new tablet, how would you choose the best tablets within your budget?
Would you open multiple windows or tabs of different products?
Or having to remember information across several detail pages?
Or search product review on YouTube or Google?
Would you open multiple windows or tabs of different products?
Or having to remember information across several detail pages?
Or search product review on YouTube or Google?
Comparison is a crucial step before customers perform the desired actions, but comparison can be painful.
Comparison is a crucial step before customers perform the desired actions, but comparison can be painful.
Having this mind, we were determined to enhance experience with comparison chart for Amazon's customers. In this project, we focused on:
Understanding the current customer experience of Amazon’s standard Devices comparison charts
Learn what features from competitors' comparison chart are well-received
Provide actionable research and design recommendations to share with Amazon Device Team
Learnings from this research will allow Amazon to improve the existing customer experience of comparison charts and identify research directions within the team.
Having this mind, we were determined to enhance experience with comparison chart for Amazon's customers. In this project, we focused on:
Understanding the current customer experience of Amazon’s standard Devices comparison charts
Learn what features from competitors' comparison chart are well-received
Provide actionable research and design recommendations to share with Amazon Device Team
Learnings from this research will allow Amazon to improve the existing customer experience of comparison charts and identify research directions within the team.
Researche Question
Researche Question
1. What aspects of charts help/hinder the chart viewing/navigation experience?
2. What can we learn from third-party consumer electronics (CE) competitors to improve customer experience with Amazon’s comparison chart?
3. How does the device (mobile device vs. PC) impact the usability of Amazon’s device comparison chart?
1. What aspects of charts help/hinder the chart viewing/navigation experience?
2. What can we learn from third-party consumer electronics (CE) competitors to improve customer experience with Amazon’s comparison chart?
3. How does the device (mobile device vs. PC) impact the usability of Amazon’s device comparison chart?
Methods
Methods
01 Recruitment
01 Recruitment
Participants were recruited through UserTesting. We could only recruited a small sample size due to time constraints, so we recruited participants that represented the target audiences of comparison charts. After careful consideration, we decided on the following criteria:
Participants were recruited through UserTesting. We could only recruited a small sample size due to time constraints, so we recruited participants that represented the target audiences of comparison charts. After careful consideration, we decided on the following criteria:
Users aged 18-50
Users aged 18-50
NOT working in tech, research, or journalism
NOT working in tech, research, or journalism
Interested in buying Tablets in the past 6 months or future
Interested in buying Tablets in the past 6 months or future
02 Participants Profile
02 Participants Profile
We recruited 12 participants based in North America, encompassing:
6 Desktop and 6 Mobile users
6 Amazon device owners and 6 non-owners
4 Early-stage shoppers, 4 middle-stage shoppers, 4 late-stage shoppers
We recruited 12 participants based in North America, encompassing:
6 Desktop and 6 Mobile users
6 Amazon device owners and 6 non-owners
4 Early-stage shoppers, 4 middle-stage shoppers, 4 late-stage shoppers
03 Tasks
The testing method was a Remote Moderated usability study via Usertesting.com. The study consisted of a Think Aloud Session (30-40 min), where participants navigated
Amazon fire tablet chart
1-2 third party charts
Blink subscription chart
The order of Amazon chart and third party chart was randomized for each participant to reduce order bias and the risk of priming. These tasks were followed by a post-task interview (10-15 min) and Likert scale rating questions.
The testing method was a Remote Moderated usability study via Usertesting.com. The study consisted of a Think Aloud Session (30-40 min), where participants navigated
Amazon fire tablet chart
1-2 third party charts
Blink subscription chart
The order of Amazon chart and third party chart was randomized for each participant to reduce order bias and the risk of priming. These tasks were followed by a post-task interview (10-15 min) and Likert scale rating questions.
04 Data Collection
05 Data Analysis
How did we find the story behind complicated data? Through collaborative data analysis, we transformed the chaos into a clear picture of user experience with Amazon’s comparison chart.
How did we find the story behind complicated data? Through collaborative data analysis, we transformed the chaos into a clear picture of user experience with Amazon’s comparison chart.
Qualitative
Qualitative
Data on Where do users click, Why did users leave the page, When and Where do they go after leaving the pages, and their think-aloud thought process were recorded.
We then conducted affinity mapping and thematic analysis to identify patterns and trends in qualitative data.
Data on Where do users click, Why did users leave the page, When and Where do they go after leaving the pages, and their think-aloud thought process were recorded.
We then conducted affinity mapping and thematic analysis to identify patterns and trends in qualitative data.
Quantitative
Quantitative
Likert scale ratings for each comparison charts were represented in dot graphs to compare distributions across participants’ ratings.
Likert scale ratings for each comparison charts were represented in dot graphs to compare distributions across participants’ ratings.
Severity Scope
Severity Scope
To categorize and help the Amazon team prioritize issues to fix, we implemented the Nielsen Norman severity rating scale to assign severity level based on criteria below. With this scale, the severity ratings of usability issues are decided on Frequency, Impact, and Persistence.
0 = I don't agree that this is a usability problem at all
1 = Cosmetic problem only: need not be fixed unless extra time is available on project
2 = Minor usability problem: fixing this should be given low priority
3 = Major usability problem: important to fix, so should be given high priority
4 = Usability catastrophe: imperative to fix this before product can be released
To categorize and help the Amazon team prioritize issues to fix, we implemented the Nielsen Norman severity rating scale to assign severity level based on criteria below. With this scale, the severity ratings of usability issues are decided on Frequency, Impact, and Persistence.
0 = I don't agree that this is a usability problem at all
1 = Cosmetic problem only: need not be fixed unless extra time is available on project
2 = Minor usability problem: fixing this should be given low priority
3 = Major usability problem: important to fix, so should be given high priority
4 = Usability catastrophe: imperative to fix this before product can be released
Findings & Recommendations
Findings & Recommendations
Overview of Findings
Overview of Findings
Discoverability: Half of the participants didn’t find the chart in their shopping journey, indicating a need for improved discoverability via higher placement and “click-through” features.
Discoverability: Half of the participants didn’t find the chart in their shopping journey, indicating a need for improved discoverability via higher placement and “click-through” features.
Visual Scanability: The fire tablet chart includes helpful information, but too much text and scrolling create barriers in visual scanability.
Visual Scanability: The fire tablet chart includes helpful information, but too much text and scrolling create barriers in visual scanability.
Information Quality: The fire tablet chart effectively delivers relevant and clear, and sufficient information, but users preferred metrics in real-world context that they could easily understand, over technical terms
Information Quality: The fire tablet chart effectively delivers relevant and clear, and sufficient information, but users preferred metrics in real-world context that they could easily understand, over technical terms
Finding 01 - Compared with competitors, Amazon Fire Tablet chart suffers from low discoverability due to chart placement far down the page
Amazon Fire Tablet
Amazon Fire Tablet
50% of desktop and mobile users found the Amazon Fire tablet comparison chart on their own. The remaining participants were not looking for the chart until being prompted to compare across different models.
50% of desktop and mobile users found the Amazon Fire tablet comparison chart on their own. The remaining participants were not looking for the chart until being prompted to compare across different models.
Third Party Chart: Blink Chart, Samsung, Best Buy
Third Party Chart: Blink Chart, Samsung, Best Buy
Initial observation revealed a disparity in engagement with the comparison charts. Participants interacted less frequently with the Amazon Fire tablet chart compared to competitors. To understand this behavior, we delved deeper through follow-up interviews, identifying factors that impacted the discoverability of Amazon's chart.
Initial observation revealed a disparity in engagement with the comparison charts. Participants interacted less frequently with the Amazon Fire tablet chart compared to competitors. To understand this behavior, we delved deeper through follow-up interviews, identifying factors that impacted the discoverability of Amazon's chart.
Why?
Why?
3 out of 6 desktop users and 2 out of 6 mobile users mentioned that the comparison chart was too hard to find since it’s located far down the page.
This was especially problematic on mobile devices, where smaller screens made the hunt even tougher.
3 out of 6 desktop users and 2 out of 6 mobile users mentioned that the comparison chart was too hard to find since it’s located far down the page.
This was especially problematic on mobile devices, where smaller screens made the hunt even tougher.
P4
P4
Desktop user, owner of Amazon device, late in shopping journey
Desktop user, owner of Amazon device, late in shopping journey
“The chart was very useful. I would just say the placement of it. Being all the way down at the bottom wasn't as helpful, just because you have to scroll through all parts of it.”
“The chart was very useful. I would just say the placement of it. Being all the way down at the bottom wasn't as helpful, just because you have to scroll through all parts of it.”
P7
P7
Mobile user, non-owner of Amazon device, early in shopping journey
Mobile user, non-owner of Amazon device, early in shopping journey
“The Amazon chart took forever to find, which is crazy. Because it's under the ocean like 3,000 feet down, like there's no way I'm ever getting down there, especially on a phone.”
“The Amazon chart took forever to find, which is crazy. Because it's under the ocean like 3,000 feet down, like there's no way I'm ever getting down there, especially on a phone.”
What we can learn from competitors’ chart?
What we can learn from competitors’ chart?
Adding clear clues or calls to action may help users be aware of the comparison chart’s existence. One participant appreciated how the Blink chart used the “click through” feature to guide users to the chart without a long scroll.
Adding clear clues or calls to action may help users be aware of the comparison chart’s existence. One participant appreciated how the Blink chart used the “click through” feature to guide users to the chart without a long scroll.
Pilot 2
Pilot 2
Desktop user, non-owner of Amazon device, early in shopping journey]
Desktop user, non-owner of Amazon device, early in shopping journey]
“When I click on "Compare plans", it brings me to the chart. I think it’s pretty smart actually.”
“When I click on "Compare plans", it brings me to the chart. I think it’s pretty smart actually.”
Discussion & Recommendation - Finding 01
We would rate the issue with a severity of 2 for the Desktop Fire Tablet chart and 3 for the Mobile version.
More testing is needed to determine the ideal placement and design of comparison charts to improve discoverability and enhance users’ engagement. We may consider A/B testing to see
if users engage more with higher or lower placement on the page.
if adding a link higher up on the page that directs participants to the chart will enhance user engagement with the chart.
We would rate the issue with a severity of 2 for the Desktop Fire Tablet chart and 3 for the Mobile version.
More testing is needed to determine the ideal placement and design of comparison charts to improve discoverability and enhance users’ engagement. We may consider A/B testing to see
if users engage more with higher or lower placement on the page.
if adding a link higher up on the page that directs participants to the chart will enhance user engagement with the chart.
Finding 02 - All early-stage users used the “see the difference” within Pick-A-Version to make their final shopping decisions.
Finding 02 - All early-stage users used the “see the difference” within Pick-A-Version to make their final shopping decisions.
3 out of 6 Desktop users and 2 out of 6 Mobile users interacted with the “see the difference” link within Pick-A-Version.
Of those who interacted with it, 4 users (2 Desktop and 2 Mobile) relied solely on this feature to make a final buying decision before seeing the actual comparison chart lower down the page.
3 out of 6 Desktop users and 2 out of 6 Mobile users interacted with the “see the difference” link within Pick-A-Version.
Of those who interacted with it, 4 users (2 Desktop and 2 Mobile) relied solely on this feature to make a final buying decision before seeing the actual comparison chart lower down the page.
P5
P5
Desktop user, owner of Amazon device, early in shopping journey
Desktop user, owner of Amazon device, early in shopping journey
“I have seen the comparison chart on Amazon. It just didn't occur to me right away, because I saw the “see the differences”. And to me I thought that was replacing the chart in my mind.”
“I have seen the comparison chart on Amazon. It just didn't occur to me right away, because I saw the “see the differences”. And to me I thought that was replacing the chart in my mind.”
P6
P6
Mobile user, owner of Amazon device, early in shopping journey
Mobile user, owner of Amazon device, early in shopping journey
“This one felt more cumbersome to navigate than the short one at the very top.”
“This one felt more cumbersome to navigate than the short one at the very top.”
All participants who opted for the “see the difference” feature instead of the detailed comparison chart [Pilot 2, P5, P6, P7] were all of our early-stage participants. This observation revealed a potential link between shopping stage and chart preference: early-stage shoppers interacted less with the comparison chart, and they tended to use a quick overview (“see the difference”) that highlighted key differences to narrow down their initial choices.
All participants who opted for the “see the difference” feature instead of the detailed comparison chart [Pilot 2, P5, P6, P7] were all of our early-stage participants. This observation revealed a potential link between shopping stage and chart preference: early-stage shoppers interacted less with the comparison chart, and they tended to use a quick overview (“see the difference”) that highlighted key differences to narrow down their initial choices.
Discussion & Recommendation - Finding 02
We would rate this with a severity of 1 for both Desktop and Mobile charts, since the “see the difference” feature provided an alternative for users to make shopping decisions.
Further research is still needed to better understand the link between shopping stage and user behaviors. What are the differences in information needs for early-, mid-, and late-stage shoppers? Does the pick-a-version widget and the comparison chart perform a similar function? Understanding of such a correlation might boost engagement with the comparison chart and inform future redesign that would better cater to the different needs of diverse customers.
We would rate this with a severity of 1 for both Desktop and Mobile charts, since the “see the difference” feature provided an alternative for users to make shopping decisions.
Further research is still needed to better understand the link between shopping stage and user behaviors. What are the differences in information needs for early-, mid-, and late-stage shoppers? Does the pick-a-version widget and the comparison chart perform a similar function? Understanding of such a correlation might boost engagement with the comparison chart and inform future redesign that would better cater to the different needs of diverse customers.
Finding 03 - Users prefer scannable charts to easily find differences across products.
Finding 03 - Users prefer scannable charts to easily find differences across products.
5 out of 6 Mobile users expressed a need to find specific differences in the charts, compared to 2 out of 6 Desktop users.
Mobile users struggled more with navigating the charts due to the excessive information on smaller screens, making it hard to see differences.
5 out of 6 Mobile users expressed a need to find specific differences in the charts, compared to 2 out of 6 Desktop users.
Mobile users struggled more with navigating the charts due to the excessive information on smaller screens, making it hard to see differences.
Pilot 2
Pilot 2
Desktop user, non-owner of Amazon device, early in shopping journey
Desktop user, non-owner of Amazon device, early in shopping journey
“It’s text-heavy. It does give you lots of info but it can be confusing sometimes. There are too many things to look at when using the chart.”
“It’s text-heavy. It does give you lots of info but it can be confusing sometimes. There are too many things to look at when using the chart.”
P9
P9
Mobile user, owner of Amazon device, early in shopping journey
Mobile user, owner of Amazon device, early in shopping journey
“I hope differences are highlighted in the chart: most things seem to be similar. When I use a chart, the most important thing is to look for differences, but with the current chart you have to read everything..”
“I hope differences are highlighted in the chart: most things seem to be similar. When I use a chart, the most important thing is to look for differences, but with the current chart you have to read everything..”
What we can learn from competitors’ chart?
What we can learn from competitors’ chart?
Apple: 4 out of 5 participants mentioned that the icons, big font, lots of white space and less text makes it visually appealing and easy to read.
Blink: 10 out of 12 participants liked how the visual elements of checkmarks, dashes, and less text made the chart easy to read.
Apple: 4 out of 5 participants mentioned that the icons, big font, lots of white space and less text makes it visually appealing and easy to read.
Blink: 10 out of 12 participants liked how the visual elements of checkmarks, dashes, and less text made the chart easy to read.
P1
P1
Mobile user, owner of Amazon device, late in shopping journey]
Mobile user, owner of Amazon device, late in shopping journey]
“Because my eyes were looking for differences, the green checkmarks [in Blink chart] make it very easy”
“Because my eyes were looking for differences, the green checkmarks [in Blink chart] make it very easy”
Discussion & Recommendation - Finding 03
Discussion & Recommendation - Finding 03
We rate this issue with a severity of 2 for the Desktop and 3 for the Mobile.
People liked visual cues in the chart to quickly highlight differences.
It's recommended to use visual cues and include less columns in the chart to highlight differences
Further testing is needed to confirm the optimal number of models and metrics to compare in the chart.
We rate this issue with a severity of 2 for the Desktop and 3 for the Mobile.
People liked visual cues in the chart to quickly highlight differences.
It's recommended to use visual cues and include less columns in the chart to highlight differences
Further testing is needed to confirm the optimal number of models and metrics to compare in the chart.
Finding 04 - Users don’t like excessive scrolling, and have varying preferences regarding scrolling orientation on the Mobile device.
Finding 04 - Users don’t like excessive scrolling, and have varying preferences regarding scrolling orientation on the Mobile device.
1 out of 6 desktop users and 4 out of 6 mobile users mentioned the scrolling within the Amazon Fire tablet chart was too much.
This issue is more prominent for mobile users.
1 out of 6 desktop users and 4 out of 6 mobile users mentioned the scrolling within the Amazon Fire tablet chart was too much.
This issue is more prominent for mobile users.
Pilot 1
Pilot 1
Mobile user, owner of Amazon device, late in shopping journey
Mobile user, owner of Amazon device, late in shopping journey
“I wish I can open the chart into a full screen instead of scrolling”
“I wish I can open the chart into a full screen instead of scrolling”
Pilot 2
Pilot 2
Desktop user, non-owner of Amazon device, early in shopping journey
Desktop user, non-owner of Amazon device, early in shopping journey
“I can no longer see what the product was as I scrolled down.”
“I can no longer see what the product was as I scrolled down.”
What people like in competitors’ chart?
People like sticky headers, icons, bigger fonts and less texts to easily see the differences in charts
What people like in competitors’ chart?
People like sticky headers, icons, bigger fonts and less texts to easily see the differences in charts
Pilot 1
Pilot 1
Mobile user, owner of Amazon device, late in shopping journey
Mobile user, owner of Amazon device, late in shopping journey
“Super clear, I can easily see the differences because of the checkmarks”
“Super clear, I can easily see the differences because of the checkmarks”
P8
P8
Mobile user, non-owner of Amazon device, late in shopping journey
Mobile user, non-owner of Amazon device, late in shopping journey
“I like the frozen headers”
“I like the frozen headers”
P1
P1
Desktop user, non-owner of Amazon device, late in shopping journey
Desktop user, non-owner of Amazon device, late in shopping journey
“Apple chart look nice, fonts and size visually appealing, easy to read”
“Apple chart look nice, fonts and size visually appealing, easy to read”
P6
P6
Mobile user, owner of Amazon device, early in shopping journey
Mobile user, owner of Amazon device, early in shopping journey
“2 models are easy to compare”
“2 models are easy to compare”
Discussion & Recommendation - Finding 04
Discussion & Recommendation - Finding 04
We would rate this issue with a severity of 2 for the Mobile chart and 1 for the Desktop.
Sticky headers, keeping product images visible at the top, might ease frustration with scrolling back and forth within the chart. A/B testing is needed to confirm its effectiveness.
If there are fewer metrics for comparison, vertical columns are more ideal and intuitive, and the long scroll can be prevented.
The ability to open the chart into a full screen instead of needing any scrolling might be a potential solution to prevent scrolling back and forth, but the content might be too small to read.
We would rate this issue with a severity of 2 for the Mobile chart and 1 for the Desktop.
Sticky headers, keeping product images visible at the top, might ease frustration with scrolling back and forth within the chart. A/B testing is needed to confirm its effectiveness.
If there are fewer metrics for comparison, vertical columns are more ideal and intuitive, and the long scroll can be prevented.
The ability to open the chart into a full screen instead of needing any scrolling might be a potential solution to prevent scrolling back and forth, but the content might be too small to read.
Finding 05 - Users prefer real-world implications of labels over technical terms.
Finding 05 - Users prefer real-world implications of labels over technical terms.
3 Desktop and 2 Mobile participants mentioned the importance of information presented in a real-world context, favoring descriptions like "up to 10 hours of battery life" instead of "1000mAh."
3 Desktop and 2 Mobile participants mentioned the importance of information presented in a real-world context, favoring descriptions like "up to 10 hours of battery life" instead of "1000mAh."
P1
P1
Desktop user, non-owner of Amazon device, late in shopping journey
Desktop user, non-owner of Amazon device, late in shopping journey
"The thing that's annoying about the CPU was it doesn't really help me understand, like the Gigahertz, in terms of how fast any of these are until you get up to the fire.
"The thing that's annoying about the CPU was it doesn't really help me understand, like the Gigahertz, in terms of how fast any of these are until you get up to the fire.
Discussion & Recommendation - Finding 05
Discussion & Recommendation - Finding 05
We would rate this issue with a severity of 2 for both Mobile and Desktop chart.
Provide real-world performance tests rather than just GHz, such as everyday tasks like web browsing and gaming.
Improve information clarity through:
Display information in a clear, easy-to-understand, friendly way.
Provide users with an intuitive way to access additional information through info icons, similar to those used in the Amazon Blink chart that received positive feedback.
We would rate this issue with a severity of 2 for both Mobile and Desktop chart.
Provide real-world performance tests rather than just GHz, such as everyday tasks like web browsing and gaming.
Improve information clarity through:
Display information in a clear, easy-to-understand, friendly way.
Provide users with an intuitive way to access additional information through info icons, similar to those used in the Amazon Blink chart that received positive feedback.
Finding 06 - Customers look for different data that are relevant to their needs, and it is not a one-size-fits-all.
Finding 06 - Customers look for different data that are relevant to their needs, and it is not a one-size-fits-all.
7/12 participants mentioned that they liked the ability to pick devices to compare
People scan for specs they care about such as CPU and battery life. They get disappointed if interested specs are not listed
7/12 participants mentioned that they liked the ability to pick devices to compare
People scan for specs they care about such as CPU and battery life. They get disappointed if interested specs are not listed
P3
P3
Desktop user, owner of Amazon device, mid in shopping journey
Desktop user, owner of Amazon device, mid in shopping journey
“So I don't care about everything like every single feature in that device. So what's important to me for a tablet will be screen quality processor and battery life, simple things that pertain to how I'm gonna use the device…”
“So I don't care about everything like every single feature in that device. So what's important to me for a tablet will be screen quality processor and battery life, simple things that pertain to how I'm gonna use the device…”
Discussion & Recommendation - Finding 06
Discussion & Recommendation - Finding 06
We would rate this issue with a severity of 2 for both Mobile and Desktop.
Identifying common themes between the desired specifications can help prioritize information hierarchy in the comparison chart.
The number of products users preferred to compare at a time varies depending on the device used. Integrating and testing the "Add to Compare" feature on Mobile interfaces could help determine the optimal number of columns for Mobile displays.
We would rate this issue with a severity of 2 for both Mobile and Desktop.
Identifying common themes between the desired specifications can help prioritize information hierarchy in the comparison chart.
The number of products users preferred to compare at a time varies depending on the device used. Integrating and testing the "Add to Compare" feature on Mobile interfaces could help determine the optimal number of columns for Mobile displays.
Reflections
Reflections
Thinking Back
Reflecting back on this project, I think our team did a great job. Our insights not only helped inform future redesign of Amazon device chart, but would also enhance the priority and visibility of Amazon’s device comparison chart to aid decision making in product development.
If we were to do this study again, we would further narrow down the scope of our study. With so many elements at play – desktops, mobiles, third-party charts, and subscription charts – we skimmed the surface on some aspects. Next time, we'll zoom in on a specific area, telling a deeper story behind the comparison chart.
Reflecting back on this project, I think our team did a great job. Our insights not only helped inform future redesign of Amazon device chart, but would also enhance the priority and visibility of Amazon’s device comparison chart to aid decision making in product development.
If we were to do this study again, we would further narrow down the scope of our study. With so many elements at play – desktops, mobiles, third-party charts, and subscription charts – we skimmed the surface on some aspects. Next time, we'll zoom in on a specific area, telling a deeper story behind the comparison chart.
Thinking Forward
The journey with comparison chart is not over. There’re also many interesting directions to pursue in the future:
The journey with comparison chart is not over. There’re also many interesting directions to pursue in the future:
Information Hierarchy: Test different layouts and information presented to see which ones lead to better user comprehension. Eye-tracking and heatmap analysis could be useful here
Information Hierarchy: Test different layouts and information presented to see which ones lead to better user comprehension. Eye-tracking and heatmap analysis could be useful here
Longitudinal Study: Track user behavior over time to understand how their needs and preferences for comparison charts evolve throughout the shopping journey.
Longitudinal Study: Track user behavior over time to understand how their needs and preferences for comparison charts evolve throughout the shopping journey.
International Expansion: Conduct user research in different countries to understand cultural nuances in information preferences and interaction with comparison chart.
International Expansion: Conduct user research in different countries to understand cultural nuances in information preferences and interaction with comparison chart.
By delving deeper and potential expanding the scope in future research, we hope to open a new chapter of Amazon’s comparison chart, empowering users to confidently navigate across devices and driving Amazon’s business goals.
By delving deeper and potential expanding the scope in future research, we hope to open a new chapter of Amazon’s comparison chart, empowering users to confidently navigate across devices and driving Amazon’s business goals.
