Sometimes they grow

It started as a seasonal campaign for Back to School, but it evolved into a more permanent product selector on a dedicated page.

The problem

The new Microsoft range of laptops was very extensive (80 to 100 products in 3 categories) and the technical abilities and understanding of buyers varies widely. The client presented us with customer data (survey) showing many users found it difficult to choose what laptop was best for them, mostly for lack of understanding and knowledge of tecnical terms. Microsoft wanted to enable all Amazon users to make an informed choice and understand all the options in a simple and easy way.

The solution

I simplified the customer journey with a clearer definition of the filters to be applied (rather than a decision tree). This allowed users to find their best options by answering 5 simple questions, leading them to multiple product results and allowing them to be more or less specific and see real-time changes in the choices available.

I then used Amazon’s extensive UX research case studies to find out what were customers’ main frustrations when searching on site and applied them to the design of the filters and the display of results. Finally, I created a first prototype and worked closely with Design Technologists on refining the experience and the design, respectful of Amazon's and Microsoft's brands. This was tested (QA) internally and sent to the client for approval (but no real usability testing was possible).

The outcome

Once finished and launched, the page proved to be one of the most successful landing pages the client ever had on the Amazon Advertising platform not only for traffic (especially initially, when the campaign was launched) but also for ROI. It has also become a permanent, always-on campaign (no longer active in 2024).

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