International Mobile Commerce UX
2013 | Client: Amazon | Agency Engagement
OVERVIEW
In 2013, I worked on improving Amazon’s Windows Phone experience for international customers. Drawing on my experience living and working overseas, I identified usability issues affecting customers registering and shopping outside the United States.
THE PROBLEM
The existing experience presented customers with US-specific address fields before establishing their country. When international users selected another country after entering their information, the application cleared their previously entered details, forcing them to repeat the process. This created unnecessary friction and discouraged customers from completing registration.
MY ROLE
As a UX/UI Designer, I evaluated the existing mobile experience and proposed interaction improvements addressing international usability, navigation, and checkout.
DESIGN
I proposed moving country selection to the beginning of the experience, allowing the application to present address fields appropriate to each customer’s location. The design recommendations also addressed regional navigation, country-specific postal terminology, shipping and billing forms, and clearer purchasing interactions.
OUTCOME
The proposed redesign addressed a critical usability problem by establishing the customer’s country before collecting registration and shipping information. The work demonstrated how understanding international user behavior and regional requirements informed practical improvements to mobile commerce experiences.