October Blue a small design and communications firm

Amazon’s Lack of Anticipatory Design

As a wedding gift, my employer hooked us up with a fabulous getaway to Sierra Mar in Big Sur. Sierra Mar is easily one of the Bay Area’s top restaurants, and among the highest rated in Zagat’s Guide. (The year we went, it ranked #1 in Romantic Decor, and #3 in Food.) Needless to say, it wasn’t cheap—we spent about $350, and neither of us drink!

What I most appreciated about our visit to Sierra Mar, was not the exquisite food or breathtaking views, but the ability of our server to allow my wife and I to focus on the goal of our dining experience (one another!) Somehow our server, while yet friendly and engaging, was extremely non-obtrusive and attendant to our every need, anticipating every want and desire.

What a talent; we tipped big.

With this anticipatory service in mind, I’m at lost why Amazon, being the model-citizen of user-tested design, cannot seem to anticipate the simple needs of a user logging in to make a purchase.

Why is that upon entering my username, and beginning to type my password, they cannot afford me the courtesy and assume I’m a returning customer?

How is this “quick and easy?” Come on Amazon, toggle that radio button onkeypress. Earn your tip!

I am not experiencing the same as you’re describing here. For me, the cookie remembers my e-mail and thus, the ‘returning customer’ radio is checked. Nevertheless, I enjoyed the Big Sur story….it makes all the difference in the world when you get the impression that the waiter/waitress is being engaging yet unobtrusive! The worst thing I know is when you’re in the middle of a story and the waiter interrupt to ask for dessert or something, and totally ruin the punch line for you.

I was able to produce your experience by logging in. Closing my browser (without logging out) and then clicking on “proceed to checkout” from within the cart.

Try completely logging out of Amazon first. Adding something to your cart. Then clicking, “Proceed to checkout.” You should then experience my kvetch.

Equally as bizarre (and I was gonna add this to my initial post but decided against it) is this workflow:

1.) Logout completely.
2.) Click the top link, “New customer? Start here.”

Why is “Yes, I have a password” the default radio?!!! I’m a new customer! I don’t have a password.

That said, I don’t really have a problem with this from a usability perspective because a.) I’m not a new user, and this makes my life easier. b.) they probably have more people clicking that link who are returning customers than not, and so it made sense to bend the rules and be more usable than consistent. (Just a thought.)