SXSW: Revealing Design Treasures from the Amazon
Bring when the user is going to receive the item to the fore.
1. Engage through content: reviews. Target vs. Amazon (they're built on the same software). Target shoppers shop at target.com for things they would buy at Target. The users don't think to go back and leave positive reviews.
Reviews are integral to Amazon's success. The 'was this review helpful' question is estimated to be worth 2.7Billion to Amazon in 2009.
Ratio of reviewers to purchasers 1:1300. 20 reviews is the tipping point where reviews gain credence. 2% conversion of viewers to purchasers. You need 1.3Million viewers to get 20 reviews.
2. Don't fear new ideas:
Experimental critical to moving forward.
3. Eliminate Tool Time:
Don't have to authenticate.
Security Levels:
- Level 0. No cookie.
- Level 1. Amazon knows who you are from a cookie. You can
- Level 2. Amazon wants to reveal something only you should know - like address.
Goal Time vs Tool Time:
- Goal time is when the user is improving the outcome of the experience. ex: user is considering the products they wish to purchase.
- Tool time is when the user is moving forward without any improvement in the out come of the user experience
Changing the interface adds tool time. Amazon chooses to phase in interface changes. Took 12 weeks to roll-out updated navigation.
Not all use cases are the same. Salsa: Amazon vs. CD Baby.
Negative operating cycle. Amazon turns inventory in 20 days. BB turns in 74. Standard payment terms are 45. The days between day 22 when they're paid and day 45 when they pay vendors, they have cash float. Amazon can survive on that.
Playmobile security checkpoint, laptop steering wheel here.
Jared Spool did a great job presenting. Not only was the content inherently interesting, but he made it more compelling than it would have been otherwise. You can relive the experience here.
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