UCD Concepts

I never really paid attention to the Lightning Deals section in Amazon.com’s Gold Box until tonight.

Check the bottom left corner of the picture above.  Do you see how much time is remaining?  I’ve got 1 hour and 20 minutes to purchase and 60% of the product has already been claimed.  The time remaining is also ticking down as I stare at the page.

Do you feel a sense of urgency while viewing this product?  Is feeling that sense of urgency going to increase the chance you will purchase this item?

Amazon is limiting the amount of time an item is on sale and showing a percentage of stock already claimed.  In turn, Amazon is creating a sense of urgency for the shopper to purchase.

Let’s take a look at the Amazon’s Lightning Deal one hour later.

Hmm.  One hour later and 72% of the items have now been claimed.

Do you feel the anxiety kicking in now?  Time is running out and you can see the timer ticking down.  How does it make you feel?  Do you feel motivated to purchase in any way?  Imagine this was an item you were somewhat interested in and then answer the questions again.

After the deal time expires, Amazon relays how much of the stock was actually claimed.

I like how Amazon takes a more direct approach to the countdown.  Keeping the user updated as to how much time is left and basically how much stock is left of the item.  I think the information helps motivate the user toward making a decision to purchase.

I have a feeling not many people have actually sat on the Lightning Deals page and watched a deal come to a close, so I wanted to give everyone a glimpse at the experience Amazon provides.

Cheers.

(currently listening to MGMT - Kids)

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