Hypothesis: The information hierarchy on electronic shelf labels (ESLs) did not match the customers priorities. When a discount was available for Amazon Prime members, two prices appeared at smaller size. Larger, single price where no discount available was counterintuitive. Percent of discount very small, hard to see. The mix of centered text/left-aligned text visually clunky.
Multiple studies explored improved hierarchy and design for multiple pricing structures, e.g. Limited-time deal, bundle deal, etc.
Top five design options were tested as still images in a monadic survey. Design shown above was most successful design.
Above and below, the improved ESL design as implemented in test stores.
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Electronic Shelf Labels UI optimization
Self-initiated project to improve the UX of electronic shelf labels, used in Amazon physical stores. Hypothesis developed, concepts developed, stimuli tested through monadic survey, final solution coded and tested in store.
