Our in-class discussion about good user experience had an overarching theme: ease of use. Internet users prefer simple, easy to use experiences that are quick yet informative. Many believe that online user experiences depend on the specific industry, but my view is that there are many overlapping features of good user experience between different industries. The importance and effect of great user experience has clearly been identified, and since online properties are still being developed, companies are now looking at owning the best user experiences.
Amazon’s 1-Click ordering feature has not only made their website’s UX better, but also made businesses across all industries turn their attention to Amazon. Consumers are able to purchase an item on Amazon’s website and have the item shipped to their address all with one click of a button. This is an exceptional way to use customization, personalization, and communication to create an amazing commerce user experience.
If this is such a great feature to have on digital properties, why doesn’t every website or application have 1-Click ordering? Thank intellectual property laws.
In 1999, Amazon was granted a patent on the “1-Click” ordering process. This is a way for the e-commerce giant to attract customers, maintain customers due todifferentiation, and eliminate current and future competition. As the digital space is developing, and we are able to create more compelling user experiences, owners of digital properties must continue to improve their user experiences in order to stay competitive in the digital space. How will companies top Amazon’s move?
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