Prime Day was Amazon's global shopping event on July 15, 2015, that offered more deals than Black Friday, exclusively for Prime members. We decided to run a study to see how users would respond to Prime Day, and also to see if Amazon's design made sense to them or not. Here are three things we observed:
Observation #1: Lack of relevancy
Users were irritated by the random mashup of deals into big lists, and their inability to filter by categories that were personally relevant to them.