About Amazon

Amazon is multinational technology company that has transformed the landscape of e-commerce and beyond.
Amazon started as an online marketplace for books and quickly expanded into various product categories.
Today, it offers an extensive range of goods, including electronics, clothing, household items, and more.
With it's user-friendly platform, efficient delivery systems, and customer-centric approach.
Amazon has gained immense popularity among consumers worldwide.
Beyond its e-commerce prowess, Amazon has made significant strides in other areas. Amazon Web Services(AWS) provides cloud computing services, enabling businesses and individuals to store and process data securely.
It has become a leading player in the cloud industry, serving a diverse range of clients, from startups to major enterprises.

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Laws of UX

A collection of best practices that designers can consider while building user interface.

1. Aesthetic-Usability Effect
2. Fitts's Law
3. Hick's Law
4. Jakob's Law
5. Serial Position Effect
6. Von Restorff Effect
7. Zeigarnik Effect
8. Law of Proximity
9. Doherty Threshold
10. Law of Common Region

1. Aesthetic-Usability Effect

A common perception among users is that design which is aesthetically pleasing is often more usable.

Amazon's design captivates us with its visually appealingproduct imagery, meticulously crafted elements, icons,and typography, all intended to grab our attention.
Amazon embraces the aesthetic usability effect through its visually stunning combination of orange, black, and white colour, which communicates vibrant energy, boldness, and a sense of professionalism.

2. Fitts's Law

The time required to reach a target depends on both the distance to the target and its size.

Amazon ensures easy accessibility of buttons bydesigning them to be conveniently within reach, allowingusers to access many buttons using just one tap.
The Amazon App strategically incorporates a prominent call-to-action (CTA) button, consistently positioned at the bottom of nearly every screen, conveniently reachable with the thumb.
This deliberate placement enhances user experience, making it easier and more intuitive for users to click the action button as it remains close to their natural interaction area.

Shows Reviews & Ratings

Easy Buying Process

Suggests Styling ideas & recommendations

Easy navigations

3. Hick's Law

The time required to reach a target depends on both the number and complexity of choices.

Amazon is aware that they offer a huge range of clothing for a variety of people, but they also know how to make it simple for customers to make their selections.
Hick's Law, which states that decision time increases with the number of options, is applied by Amazon to prevent customer overwhelm.
By effectively categorizing products, they ensure that customers are not bombarded with all items at once, thus facilitating easier decision-making.

Products have been divided into various categories.

4. Jakob's Law

Considering that users primarily dedicate their time to other websites, it is evident that they prefer aconsistent user experience where your site functions similarly to the ones they are already familiar with.

Amazon alters the topmost layer of design, such as typography, visual hierarchy, cards, buttons, colors, etc., while maintaining a design that is fundamentally similar to other similar apps.

5. Serial Position Effect

Users have a propensity to best remember the first and last items in a series.

Amazon has highlighted their top deals and "pick where you left off" on the top because people remember information more accurately when it is consumed early on and at the end of a sequence.
Similar to this, the last navigational icon is a shopping cart to tempt and implant that icon in visitors' minds so they can add products to their cart.

6. Von Restorff Effect

The Von Restorff effect, predicts that when multiple similar objects are present, the one thatdiffers from the rest is most likely to be remembered .

Amazon has highlighted their highly rated option, which is located in the middle and to the rightmost right, by using the Von Restorff Effect.
They chose this UX Law because this way it stands out amid all the other similar things and the users can concentrate more on the offer.
Additionally, this law has been applied to the display of advertisements on platforms so that they stand out from other content and draw attention to themselves.

7. Zeigarnik Effect

People remember uncompleted or interrupted tasks better than completed tasks.

Amazon utilizes the Zeigarnick Effect, which basically makes you keep an eye on your Myntra Bag or Cart because they don't want you to leave without purchasing the items in your cart.
You feel like you've spent too much time and effort choosing the best for you, so why not just buy it?
Amazon also used it in the purchasing section to notify customers that their purchase process was not complete.
It keeps the bill progress indicator up, reminding customers that they still need to purchase the item that is in their shopping cart.

8. Law of Proximity

Objects that are near, or proximate to each other, tend to be grouped together.

The law of proximity is everywhere in the Amazon UI; each element is visually grouped to display products from multiple categories while keeping their separation with white space.

9. Doherty Threshold

Productivity soars when a computer and its users interact at a pace that ensures that neither has to wait on the other.

Amazon tries to make images compressed or small so they won't take up your time because it doesn't want you to wait for the products. There have been moments when things have gone wrong, but Amazon effectively manages them by using loading indicators, progress bars, design skeletons, etc.

10. Law of Common Region

Elements tend to be perceived as groups if they are sharing an area with a clearly definedboundary.

The header and footer on the Amazon website differ from the rest of the product page with a light grey color(footer)and a light blue shadow effect(header). defining the Header and Footer parts differently.