Project description
Amazon wanted to launch a separate website to target B2B purchase needs. My main focus was to create a visual experience for Amazonbusiness.in, as to design for the needs of business customers to help them act more efficiently and accurately.
Design challenge
- The content should be friendly, trustworthy and showcasing “best in your field” products that our customers need for their line of work. Site should act as a confidence and trust builder for the customers and ease the purchasing process for them.
- Capture the essence of the business and communicate the advantages of transacting with Amazonbusiness.in.
- Help customers to understand what they can gain from Amazonbusiness.in, yet visually appealing design.
- Launch product categories, build store pages as per the customer segments, which will lead them to buy the products in wholesale price for their businesses.
Design process
A) Discussion - Initially I had worked on identifying the data/ available products /offers from vendors and sellers with the Category team. Major part was to understand the b2b customers, mental model of online shopping. B2B are usually committees of people in an organization and they may have different reasons for buying or not buying a particular brand. We had decided to focus on hotels, pharmacy and retailers markets to start initially.
Target audience
Understanding the business and the area of improvement
B) Visual design approach - Two approaches have been decided to create the visual identities.
Product Categories : Used of ASIN collage to show the selection offered and then created an emotional connection by using relevant lifestyle or background images/patterns wherever required. Highlighting bestseller products, list of brands on homepage to showcase the variety.
Advantages : Another message was to communicate the benefits of amazonbusiness.in. I had decided to highlight all features in an easy to understand, yet visually appealing design. Hence the icon set have been developed.
C) Amazonbusiness.in homepage - Finally the collages and advantages put together on a single screen.
D) Features added after customer's feedback
1. Infographic - To help prospective members complete the registration form in a manner that doesn't end up getting rejected by the Customer Service team. We have identified the most common 6 rejection reasons and represented them visually, and use some text as part of the image to clarify the issues they should be careful about.
Common problems faced by customers in the existing design are :
- Customers are not paying attention to the registration tips (text only).
- Unable to understand the language (no visual support).
- Failed to register and unable to understand the requirements to fill the form.
- Asked help from customer care, assistant has to explain the requirements repeatedly.
Added infographic to give tips for the smooth registration process
View of the infographic
2. Graphics to highlight offers and discount
Discount unit to display on banners
GIF banner to focus on offers landing page
3. Customer's testimonials to build trust
