Amazon Product Page Redesign
Amazon is one of the largest e-commerce platforms, but its product pages are often overloaded with information, making it difficult for users to quickly make purchase decisions.
This project focuses on redesigning the product detail page to improve clarity, reduce cognitive load, and increase conversion efficiency.
Core Problem
Users face information overload when browsing product pages, leading to:
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Decision fatigue
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Difficulty locating key information
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Lower conversion confidence
Key Observations
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Too many sections competing for attention
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Reviews, specs, and promotions lack hierarchy
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Filters and variations are not intuitive
Target User
Persona
Name: Emily
Age: 26
Occupation: Marketing Specialist
Location: Urban (e.g., New York / SF)
Tech Level: High (frequent online shopper)
Pain point
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Too much information but low clarity
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Reviews are overwhelming and sometimes inconsistent
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Hard to tell which product is actually “worth it”
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Spends too much time switching between similar products
Goals
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Quickly identify reliable, high-quality products
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Minimize time spent comparing options
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Feel confident before making a purchase
“I don’t need more information, I need clearer decisions.”
User Journey
Purchase
Browse
Evaluate
Decide
Search
Abandon
Users experience decision fatigue due to overwhelming information
Key Insight:
The biggest drop-off happens at the decision stage, where users are overwhelmed by information and lack clear decision support.
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Low confidence
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Too many options
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Hard to compare
Wireframe Design
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The expandable “More Filters” interaction keeps the left sidebar visually cleaner by hiding less frequently used options until needed. This reduces cognitive load and makes the filtering experience easier to scan.
To reduce visual clutter, I removed or minimized secondary information on the product cards and kept only the details users need most when comparing products. This improves readability and supports faster decision-making.
To reduce visual clutter, I removed or minimized secondary information on the product cards and kept only the details users need most when comparing products. This improves readability and supports faster decision-making.
Before
The Redesign
After
More options appears after clicking "more filters"
Design decision and impact
Problems with old design
Design decision
Impact
Information Overload
Information is densely clustered without clear hierarchy, increasing cognitive load.
Reorganized content into a structured hierarchy:
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Product overview
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Key benefits
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Secondary details
Users can quickly identify key information without processing everything at once.
Overwhelming Filters
Filters present too many options without prioritization, making navigation inefficient.
Simplified filter system:
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Add "more filters" option
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Prioritized commonly used filters
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Reduced visible complexity
Users spend less time configuring filters and more time evaluating products.
Inconsistent Product Cards
Product cards lack visual consistency, reducing scannability and slowing comparison.
Standardized product card layout:
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Unified structure
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Consistent spacing
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Clear visual hierarchy