The new 'non-logged-in' Home page is divided in three main areas.
1 · Modern 'Hero' header with a highlighted Search Bar that functions as a Call-to-Action
The Search Bar is the new, sole protagonist of the first 30% of the interface. It is subtly labeled as a 'gate to endless possibilities' because of its nature and the fact that Amazon clearly offers pretty much anything.
To sum up:
- The header gets cleaned up for reduced 'visual noise'
- The Search Bar, arguably the most critical element, gets highlighted
- The background would show a subtle video, using 'Video Storytelling' principles to get people subconsciously in context without being overwhelming
- The Sign-in area is still there, clearly visible for the people who want to go there first, or need to check on their account details
- The small arrow in the bottom area serves for going to the second and third areas of this design
1.1 · Integrated Department Navigator on Search Bar
Each item is navegable. On the left sidebar the items serve as filter for search results. The right container serves as a list for curated categories as well a promoting certain products and/or services
Although according to user-testing, the 'department' button is not as critical as others, it's still important to include a way to not only visualize the available categories but navigate to their respective landing pages. This functionality is integrated in the Search Bar, so each item is clickable so if the user clicks it in the left sidebar, the user will just filter the subsequent search. If, on the other hand the user uses any of the links on the right container, the user will navigate to a landing page containing individual products. The right container is useful too for promoting individual items that are popular, on sale or new.
A new Content Strategy was imagined and applied on this component.
The content on this component has been reimagined, so not only there are less items to navigate within, but the information displayed on the right container is more streamlined. Less items leads to better readability and thus, to more optimized navigation and eventually increased conversion rates.
2 · Product Mosaic + 'Full experience' invitation
The second area of the design is focused on products. A mosaic shows products that could potentially be of interest for users. From a 'seasonal deals collection', to popular categories (probably based on local, geo-localized, purchases) as well as the Amazon offerings. Not separating these items gives the impression that they're all featured, popular and on sale; which could potentially be beneficial to Amazon's KPIs.
In addition, everything is next to a well-constructed text inviting users to sign-in / sign-up in order to get the full experience.
In addition, even more featured 'categories' could be added and they would be navigable
3 · Featured Products
This minimally-designed area complements the upper product mosaic, showing individual items instead of categories. When in hover, each item shows complementary CTAs like the 'Add to cart' action as well as a link to deploy a modal with product details, with the convenience of not leaving the page.
These items are listed in a contextual way, so all products that are geographically popular could appear here, as well as temporary deals and hot products that just arrived. Each item has visual indicators to make price discounts evident as well as whether they're 'deals', 'popular' or 'new' products.
Lastly, there is 'navigator' in the way of an arrow to let the user see what other items are featured.
Keep in mind this re-design process was made with the 'not-logged-in' Home in mind and therefore directly affects the KPI of 'conversion rates by more accounts' and also accessing the 'full experience Site' that is not properly advertised on the current model.
By optimizing the 'not-logged-in' Home, people will access Products more easily, both the ones the user knows when using the Search Bar and ones the user didn't know he/she wanted. Accessing products easily will lead to faster purchases, which cannot be done unlogged.