Priyanka Kumari

Amazon India Mobile App — Quick Purchase & Trust Optimization

Improving review discoverability, purchase accessibility, and checkout completion on mobile

Project:
Independent Design Exercise — Amazon India Mobile App UX Redesign
Role:
Product / UX Designer
Method:
Heuristic Evaluation · Interaction Redesign · UI Design
Platform:
Mobile Application
Focus:
Review Discoverability · Purchase Accessibility · Checkout Completion
Team:
Solo Designer
Amazon India mobile UX redesign screens showing the trust-to-checkout journey

Project Overview

Identify a flow in the Amazon mobile app that requires improvement and redesign the experience.

Scope

I focused on three high-impact interactions within the existing product purchase flow:

  • Review access
  • Purchase actions during scrolling
  • Checkout completion

Why this flow?

These interactions directly affect trust, purchase intent, and conversion on mobile devices.

Design Goal

Create a product detail experience that helps users answer “Can I trust this?” and “Can I buy this now?” within the first few interactions.

Current Experience Audit

During a walkthrough of the Amazon India mobile app, I observed three friction points:

Review Discoverability

The review entry point is placed near the brand and product metadata, making it less prominent during quick scanning.

UX Rule Affected: Recognition over Recall

Purchase Accessibility

After users scroll through offers, specifications, and content sections, Add to Cart and Buy Now are no longer visible.

UX Rule Affected: Fitts’s Law

Checkout Complexity

Users move through multiple screens for address confirmation and payment selection, increasing step count and context switching.

UX Rules Affected:

  • Hick’s Law
  • Visibility of System Status
  • Recognition over Recall

User Problem Statement

Amazon India’s mobile checkout journey creates unnecessary interaction cost by separating trust validation, purchase actions, and payment completion across multiple screens and distant touch targets.

User Impact

  • Extra scrolling to find reviews
  • Loss of purchase context
  • Repeated confirmation steps
  • Increased thumb movement
  • Unclear completion state before payment

Design Goal

Help users:

  • Validate trust quickly
  • Purchase from anywhere on the page
  • Complete payment from a single scannable screen

Heuristic Evaluation

InteractionCurrent ExperienceUX Rule AffectedDesign Direction
Review DiscoverabilityReview entry is grouped with brand metadata and is not visually prominent.Recognition over Recall
Visual Hierarchy
Information Scent		Provide a dedicated, consistent review action.
Purchase AccessibilityAdd to Cart and Buy Now disappear while users explore the page.Fitts’s Law
Thumb-Zone Optimization
Efficiency of Use		Keep primary purchase actions visible while scrolling.
Checkout CompletionAddress and payment confirmation are split across multiple screens.Hick’s Law
Visibility of System Status
Recognition over Recall		Combine required choices in one scannable checkout view.

The Solution

The redesigned journey focuses on three connected improvements:

Making reviews easier to discover
Keeping purchase actions accessible while scrolling
Simplifying checkout into a single bottom-driven flow

Screen 1 — Product Detail Page with Clear Review Access

Current Issue — What I observed

  • Review entry is grouped with brand metadata
  • Review action is not visually prominent
  • Add to Cart disappears while scrolling
  • Users lose quick purchase access during exploration

Proposed Resolution — Design Changes

  • Added a dedicated Read Product Reviews CTA
  • Separated review access from brand information

UX Rules Affected

  • Recognition over Recall
  • Visual Hierarchy
  • Fitts’s Law

Expected Outcome

  • Faster trust validation
  • Reduced scrolling effort
  • Continuous purchase access
  • Better one-handed usability

Product Detail Page with Clear Review Access — Before vs. After

Before
Amazon product detail experience before the UX redesign
After
Amazon product detail experience after the UX redesign

Screen 2 — Review Discoverability

Why users struggle to access product reviews quickly on Amazon India

Current Issue — What I observed

  • Rating is grouped with brand metadata
  • Review action is not visually prominent
  • Users often scroll further to find detailed reviews

Proposed Resolution — Design Changes

  • Added a dedicated Read Product Reviews CTA
  • Separated review access from brand information
  • Introduced a clear, consistent tap target

UX Rules Affected

  • Recognition over Recall
  • Visual Hierarchy
  • Information Scent

Expected Outcome

  • Faster trust validation
  • Reduced scrolling effort
  • More discoverable review access

Review Discoverability — Before vs. After

Before
Amazon review discoverability experience before the UX redesign
After
Amazon review discoverability experience after the UX redesign

POV: The redesign improves the discoverability of the review action, which is the actual friction point.

Screen 3 — Persistent Purchase Actions

Current Issue — What I observed

  • Add to Cart disappears while scrolling
  • Users must scroll back to purchase
  • High-intent users lose action access during exploration

Proposed Resolution — Design Changes

  • Added a sticky bottom purchase bar
  • Kept Add to Cart and Buy Now visible during scrolling
  • Surfaced price and delivery context continuously

UX Rules Affected

  • Fitts’s Law
  • Thumb-Zone Optimization
  • Efficiency of Use

Expected Outcome

  • Faster purchase access
  • Reduced interaction cost
  • Better one-handed usability

Persistent Purchase Actions — Before vs. After

Before
Amazon persistent purchase actions before the UX redesign
After
Amazon persistent purchase actions after the UX redesign

Purchase intent should never be blocked by page depth.

Screen 4 — Unified Checkout

Why the current checkout flow feels heavier than necessary.

Current Issue — What I observed

  • Address confirmation and payment confirmation are split across two screens.
  • The same information is repeated in both steps.
  • The primary CTA appears at the top in both screens.
  • Users must switch context before reaching the final payment action.

Proposed Resolution — Design Changes

  • Combined address and payment selection into a single checkout screen.
  • Kept the address section at the top with Change / Add New Address actions.
  • Displayed all payment methods on the same screen.
  • Added a bottom sticky “Place Order” button.

UX Rules Affected

  • Hick’s Law — Extra sequential decisions
  • Recognition over Recall — Repeated information processing
  • Visibility of System Status — Unclear completion state
  • Fitts’s Law — CTA placed outside the natural thumb zone

Expected Outcome

  • Fewer navigation steps
  • Clear completion logic
  • Reduced cognitive load
  • Faster one-handed checkout

Unified Checkout — Before vs. After

Before
Amazon checkout experience before the unified checkout redesign
After
Amazon checkout experience after the unified checkout redesign

Address and payment are completed in a single view, and the final action becomes available only when all required inputs are selected.

Screen 5 — Ready for Payment

Final checkout state after address and payment are successfully selected

Changes from Screen 4

Address

Selected and confirmed

  • Default address displayed
  • Change / Add New Address remains available

Payment Method

Selected and confirmed

  • Chosen payment method highlighted
  • Other methods remain editable

CTA State

Place Order / Pay Now becomes active

  • Amazon primary color
  • Full-width sticky bottom placement
  • High-contrast visual emphasis
Amazon unified checkout screen ready for payment

Ready for Payment — Before vs. After

Before
Ready for Payment experience before redesign
After
Ready for Payment experience after redesign

Design System & UI Library

Color System

Brand Colors

Amazon Yellow#FFB703
Orange#F7A500

Text Colors

Primary Text#111111
Secondary Text#666666
Disabled Text#9E9E9E

Neutral Colors

Surface#FFFFFF
Background#F7F7F8
Divider / Border#E5E5E5
Disabled Surface#CFCFCF

State Colors

Selected Payment Background#FFF7E6
Selected Payment Border#F7A500
Active CTA#FFB703
Disabled CTA#CFCFCF

Semantic Colors

Success#008A00
Warning#F59E0B

Typography System

Roboto

Titles

Page Title24px / Bold
Section Title18px / SemiBold
Card Title16px / SemiBold

Body

Primary Text16px / Regular
Secondary Text14px / Regular
Caption12px / Regular

Commerce

Product Price20px / Bold
Offer Text14px / Medium
Status Label12px / Medium

Controls

Button16px / SemiBold
Input Label14px / Medium
Link Text14px / Medium

Reusable Components

Buttons & States

Primary actions

Secondary & tertiary

States

EnabledDisabledSelected

Chips & Cards

Chips

Most mentionedBatteryCameraDisplayHeatingPerformanceVerified Purchase

Cards

Product card
Review summary
Customer review
Delivery Address
Payment Methods
Order Summary

Spacing & Layout

Base Unit 8px

Spacing Scale

XS · 4px
S · 8px
M · 16px
L · 24px
XL · 32px

Layout

Screen Padding
16px
Card Padding
16px
Section Gap
24px
Sticky Bottom Bar
72px

Touch Targets

Buttons
48px
Icons
24px

Final Prototype — Friction-Reduced Trust-to-Checkout Flow

End-to-end Amazon India mobile redesign from trust validation to payment completion

View Interactive Prototype →
  1. Product detail
  2. Review access
  3. Persistent purchase action
  4. Address and payment
  5. Ready for payment
Final Amazon mobile app prototype showing five redesigned screens
Prototype demonstrates interaction flow and state transitions for the redesigned Amazon India mobile purchase journey

Final Takeaway

This redesign improves the Amazon India mobile purchase journey by:

  • Making reviews easier to discover
  • Keeping purchase actions accessible while scrolling
  • Simplifying checkout into a single bottom-driven flow

Key Insight

Trust quickly. Buy immediately. Pay effortlessly.

Heuristic redesign based on observed interaction patterns and UX principles