Amazon Prime Now app redesign (focus on Amazon restaurants portion)
Type of project: Personal Project redesign
My role:UI/UX (not affliated with amazon).
Website: Apple store
Amazon has three main delivery brands (not including amazon.com). The three are : Amazon prime NOW, Amazon Local and Amazon Restaurants ; each with their own unique branding and websites. These platforms Mobile presence on other hand is a little different: all three of these brands are merged into one on the Amazon Prime Now app
Who uses the Prime Now App?
The audience: Each of these products have their own branding and market.
1. Amazon Restaurants: This brand is a food delivery platform directly competing against UberEats, Caviar, Grubhub etc. This product targets men and women between the ages of 18-40. The two main markets are college students and employees at companies. Employee's to use Restaurants multiple times a week for lunches while College students tend to use it for both lunch and dinner. There is a trend where millennials and younger users are using delivery as a substitution for meal prep and eating out. Users of Restaurants use the service frequently.
2. Amazon Local: This brand is mainly focused on delivering fresh groceries and ingredients. They partner with local grocery stores to provide their goods. Amazon also recently acquired Whole Foods meaning that this brand will continue to grow. This product targets families and college students. Users that use this platform are also more frequent users and may even use it habitually for groceries and supplies.
3. Amazon prime now: This brand is focused on same-day delivery of selected amazon products. The use case for this product isn't habitual or daily and is used more for emergency or special occasions/products.
Problem: Lack of focus
Problem: Amazon has three amazing brands but the only one taking the spotlight on the app is Amazon Prime Now. Amazon restaurants and Amazon local are hidden within the oversaturated UI and UX. As you can see you have to click into the hamburger menu to find them and even then they're branded as part of prime now rather than as their own services.
Research: After talking to users of the app I found that many of them didn't even know that Amazon restaurants was part of the Now app. Out of the ones that were aware of the delivery service, many thought it was part of NOW brand. I believe that this under-utilizes the powerful brands Amazon has already built while also detracting from the Prime now app experience (there's too much going on with no spotlights on any of the main features).
Solution: I'm going to focus this redesign on rebranding and redesigning the app by highlighting the unique use cases and benefits of each of Amazons 3 brands. During this redesign I will be focusing on Amazon restaurants.
Solution 1: Navigation
Problem: As mentioned above I believe the first problem to tackle is Amazon Prime's brand's and it's navigation. As it is right now Restaurants and Local don't stand out with both brands mixed in with Now. This makes the Now brand extremely messy while making the other two very hard to find.
Solution: I decided that the best way to separate and accentuate each of the brands was through navigation. This gives amazon the flexibility to create three unique experiences focusing on each brand within their own respective sections. It also makes it easier for users to understand that restaurants and local are separate brands while highlighting them/making is easier to navigate and see.
Redesign 1: Restaurant home page
Problem: Users that go to this page are either in the discovery phase or know what they want (and in that case they would use the search bar). This means that this page should be focused on accentuating different discovery categories and enticing customers with immersive images.
On the contrary, there seemed to be a lot going on in the Restaurant homepage and over 50% of the homepage is wasted with the "search restaurants" hero image.