Amazon.com Soon To Launch New Navigation
October 15th, 2007
We’re getting reports from folks that Amazon is about to roll out a new navigation scheme. Some people already are part of their test audience and now seeing it.
Amazon’s New Look
What’s notable is they ridded themselves of the the old tabbed interface, which goes back to Amazon’s initial designs.
The new vertical orientation is shorter, but also has hierarchical menus. This is probably the only way they could take their huge inventory of categories and put them in one place.
Amazon’s Current Category Navigation (for most folks)
We’ll have to see how effective the flyouts are. Traditionally, they are something we recommend designers avoid, since users decide before they move their mouse, thereby not seeing the flyout contents when making their decision.
However, as with any of our recommendations, you need to try it with your users before you can really know for sure.
It’s interesting, as Amazon hides their categories in flyouts, electronics competitor NewEgg.com launches a redesign with their navigation fully exposed.
NewEgg.com Redesign with fully exposed navigation
October 15th, 2007 at 4:05 pm
So NewEgg has given their whole home page over to category navigation? Amazon could never do that, nor would it be useful to customers. Amazon’s whole value is personalization and surfacing appealing products in a variety of ways; the current homepage does that in maybe 15 different ways based on my history, stuff in my wishlist, things with promotional deals, etc. Naturally all this stuff changes all the time, at least every day. NewEgg’s home page is just static content. I’m sure it tests well, but it offers the business no marketing flexibility and no way to move specific products nor speak to specific customers.
October 15th, 2007 at 6:06 pm
What I like most about the new design is how they explain the changes to users and their clear focus on user-centered design. The content is quirky, fun, and respectful of those who might not like the changes. For example:
How did you decide on this design?
We consulted the foremost experts in the field: our customers. We traveled around the world, inviting customers like you to come and try out the new features and design. We listened to their feedback and made changes based on their opinions. Then we asked more customers for their advice, and we made more changes from their feedback. The design you see today reflects the input of many real-life customers of our U.S. and international websites
For more, go here: http://www.ux-sa.com/2007/09/amazoncom-redesigned-home-page.html
October 19th, 2007 at 12:35 pm
[...] Le même Amazon au centre de la web actualité actuellement avec l’implémentation de sa nouvelle navigation à base de menus [...]
October 24th, 2007 at 10:05 am
A combination of exposing some of your key (commercially and seasonally driven) product categories without needing rollovers, providing wider category navigation within flyouts, and providing personalised content (product and category promotions) would be my recommendation in tackling how to most effectively promote huge product ranges which both Amazon and Newegg have.
I agree with Thomas with how Newegg’s relaunch, by exposing all categories on the homepage, and therefore taking over the vast majority of the pre-scroll real estate, doesn’t provide as much marketing flexibility. On saying this I haven’t registered and logged in, at which time I suspect they may provide an alternative and more personalised driven top area of the homepage.
A very interesting comparison Jared, and a good usability debate.