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Client: Amazon
År: 2006
amazon.com
What
Amazon.com, the world’s largest on-line book retailer, wanted to improve the customer expe- rience.
How
FatDUX had criticized the Amazon site during a conference presentation in Montreal, Canada. Representatives immediately contacted FatDUX, to discuss the problem: a lack of suitable share-reference building on the individual book pages. Amazon’s in-house team, took Fat- DUX’s suggestions and developed an in-page “suggestion box”.
Results
Thousands of suggestions were made during the first months of operation alone. The sugge- stion box dramatically improved the user experience, helped sell more books, and eventually led to a redesign of the basic book-page template. After several years of use, the suggestion box was finally made obsolete by the redesign, which incorporated new methods of obtaining user feedback.
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