Re-Design Project

A dark-themed Amazon redesign enhancing usability, reducing clutter, and improving shopping comfort through user-centered design.

Role

UX Designer

Industry

Retail Technology

Duration

2months

Stage 1. Market research and analysis

The first step was to examine the current landscape of e-commerce platforms and understand how Amazon compared with its competitors. A market analysis revealed that while Amazon led in product range and reliability, many competing apps offered more modern, visually balanced, and user-friendly interfaces. To complement this, user research was conducted through reviews, surveys, and behavioral observations.
The findings showed that customers often felt overwhelmed by the amount of information presented and found the browsing experience visually tiring. This research confirmed the need for a design approach that balanced Amazon’s strengths in scale with a more engaging and comfortable interface.

Stage 2. Concept development and user flow design

With the research insights in place, the next phase focused on shaping the design concept and refining user flows. The central idea was to introduce a dark theme that would modernize the visual experience while improving comfort during extended browsing sessions. Alongside the visual direction, the user journey was carefully mapped to identify moments of friction in the shopping process.
New flows were designed to simplify product discovery, reduce unnecessary steps, and make personalized recommendations more prominent. By rethinking how users moved through the app, the concept evolved into a design that combined aesthetics with efficiency.

Stage 3. UI design and prototyping

Once the concept and flows were defined, attention turned to translating ideas into tangible designs. Low-fidelity sketches were created to test layout structures, followed by high-fidelity UI designs that reflected the proposed dark theme. Prototypes were then built to simulate real interactions, from the login experience to browsing categories and checking out.
This stage allowed for a more concrete vision of how the redesign would feel in practice, ensuring that the visual improvements aligned seamlessly with usability goals.

Stage 1. Market research and analysis

The first step was to examine the current landscape of e-commerce platforms and understand how Amazon compared with its competitors. A market analysis revealed that while Amazon led in product range and reliability, many competing apps offered more modern, visually balanced, and user-friendly interfaces. To complement this, user research was conducted through reviews, surveys, and behavioral observations.
The findings showed that customers often felt overwhelmed by the amount of information presented and found the browsing experience visually tiring. This research confirmed the need for a design approach that balanced Amazon’s strengths in scale with a more engaging and comfortable interface.

Stage 2. Concept development and user flow design

With the research insights in place, the next phase focused on shaping the design concept and refining user flows. The central idea was to introduce a dark theme that would modernize the visual experience while improving comfort during extended browsing sessions. Alongside the visual direction, the user journey was carefully mapped to identify moments of friction in the shopping process.
New flows were designed to simplify product discovery, reduce unnecessary steps, and make personalized recommendations more prominent. By rethinking how users moved through the app, the concept evolved into a design that combined aesthetics with efficiency.

Stage 3. UI design and prototyping

Once the concept and flows were defined, attention turned to translating ideas into tangible designs. Low-fidelity sketches were created to test layout structures, followed by high-fidelity UI designs that reflected the proposed dark theme. Prototypes were then built to simulate real interactions, from the login experience to browsing categories and checking out.
This stage allowed for a more concrete vision of how the redesign would feel in practice, ensuring that the visual improvements aligned seamlessly with usability goals.

Stage 4. User testing and iteration

The proposed designs were not finalized immediately. Interactive prototypes were shared with users to gather feedback on clarity, navigation, and overall usability. Insights from these tests revealed what worked well and what required refinement.
Iterative changes were made to improve the placement of interactive elements, strengthen visual hierarchy, and fine-tune accessibility features. The solution matured through this cycle of testing and iteration, resulting in a design that was not only visually appealing but also grounded in user needs.

Stage 5. Final presentation and handoff

The final design showcased how minor adjustments could evolve into a complete transformation. From login screens to product pages and personalized dashboards, every section was reimagined with consistency and clarity in mind.
The use of dark backgrounds with contrasting highlights created a more immersive environment, while reorganized layouts made browsing and decision-making quicker and easier. The project demonstrated how a familiar platform could feel entirely new without losing its core identity.

Reflections

This project was an exploration of how design can bring meaningful change to a widely used platform. The redesign highlighted the importance of listening to user concerns and addressing them with thoughtful solutions. It also reinforced that even established companies can benefit from reimagining their interface through a fresh lens. Personally, this process strengthened my ability to connect research insights with design execution, manage iterative improvements, and balance aesthetics with functionality. It served as a reminder that good design is not about decoration, but about creating experiences that feel natural, engaging, and efficient.

Reflections

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