Similarweb
Amazon Product Rank Tracking
Similarweb is a leading AI-driven market intelligence platform, offering eCommerce brands actionable insights into web and mobile app traffic. The Shopper Intelligence tool helps brands analyze consumer demand, monitor shopper behavior, and optimize Amazon search strategies.
Anticipated Key Results:
Tracking setup designed to reduce errors by 30%. Intuitive design and real-time feedback. Daily tracking updates.
Role & Timeline
Product Designer
6 weeks (Discovery & Prototype) + 4 weeks (ready-for-dev)
Work Methods
User Interviews / Competitive Analysis / Wireframing / Prototyping / User Testing / Developer Collaboration
The Amazon Product Rank Tracking is the first feature in Shopper’s comprehensive tracking system, designed to empower users with daily updates on product rankings, keyword performance, and competitor insights. This release sets the foundation for upcoming brand and category trackers, ensuring the platform evolves into a complete eCommerce analytics solution.
Before: The Pre-Tracking Era
Prior to this project, Similarweb’s Shopper platform lacked a dedicated system for tracking Amazon product performance. Users relied on static reports and manual processes, which were time-consuming and prone to errors. This project marked the beginning of Shopper’s tracking system, with plans for future brand and category trackers to build on this foundational release.
❖ Before the tracking system: a downloadable raw data CSV file
Part 1: Design Discovery and Research
Objective
Understand user needs and workflows to create a seamless, intuitive tracking setup experience that supports eCommerce managers in leveraging daily performance data.
User Interviews
We conducted interviews with 6 eCommerce and marketing managers to understand their needs and challenges regarding product rank tracking. Participants were asked to rate the importance of specific themes on a scale from 1 (no relevancy) to 10 (high relevancy). Their ratings revealed critical insights into user priorities and pain points.
Findings
workflow simplicity and daily updates are top priorities, followed closely by competitor benchmarking and product rank analysis. Improving system feedback is also important to support seamless user experiences. These insights will guide the design and development of the product rank-tracking system.
Research Methods
User interviews heat-map results and conclusions’ highlights
Competitive Analysis
Reviewed tools like Helium10 and Jungle Scout to identify gaps in usability.
Insights
Existing tools were feature-rich but complicated, leading to setup delays and errors. Simplicity and real-time feedback were identified as areas for differentiation.
Pain Points Identified
❖ Existing tools have complicated workflows, making them intimidating for managing multiple trackers.
❖ Manual workflows increase the likelihood of input errors and redundancy, adding time and frustration to setup and tracking tasks.
❖ Missing clear, actionable insights for comparing product performance against competitors.
❖ Users struggle with static or outdated data, preventing them from making timely decisions in a fast-changing eCommerce environment.
❖ Lack of dynamic system feedback, leaves users unaware of potential mistakes until later stages.
PART 2: Ideation and Prototyping
Product rank tracking user journey flow chart
User Journey Flow
Illustrates a streamlined process for managing product trackers, breaking tasks into clear, user-friendly steps. This flow ensures smooth navigation, actionable feedback, and consistency, simplifying user tracker creation and analysis.
Flow Highlight
Trackers Overview: Users begin at the Trackers Overview Table to create new trackers or access analytics pages.
Tracker Creation Wizard: A three-step process to set up trackers, including product selection, keyword addition with real-time feedback, and competitor selection.
Tracker Analytics Page: Navigate between trackers, view keyword details, and analyze performance graphs with competitor comparisons.
Mid-Fidelity Prototypes
Created interactive prototypes to test usability and navigation. Key features included:
Side-Panel Wizard: A compact, non-disruptive interface for creating and editing trackers, allowing users to stay in their workflow and easily return to their previous context.
Seamless Navigation: Features like dropdown menus to switch between trackers and intuitive transitions to maintain user flow.
Real-Time Feedback: Tooltips, popovers, and toast messages that guide users, ensuring clarity during actions like tracker creation, editing, and analyzing.
Keyword Performance Table: A detailed breakdown of keyword metrics, including search volume, rank trends, and more.
Usability Testing
We conducted usability tests with 8 participants, including eCommerce and marketing managers, to evaluate the prototypes' usability and workflow efficiency. The focus was validating the creation wizard, its editing capabilities, and the clarity of system messaging related to quotas and actions within the trackers’ overview table.
Results:
88% of participants found the creation wizard intuitive, praising its guided setup flow and ability to maintain workflow continuity.
70% highlighted the ability to edit a tracker via the same side panel wizard, noting that it reduced complexity and made adjustments easy.
75% emphasized the importance of clear system messaging, particularly on quota limitations and tracker-related actions in the overview table, such as creating, editing, or deleting trackers.
Usability testing document
These findings underscore the importance of a streamlined creation and editing process, paired with actionable system feedback, to enhance user confidence and efficiency
PART 3: Final Design and Handoff
High-Fidelity Designs
Developed polished UI designs in Figma, emphasizing usability, visual hierarchy, and alignment with Similarweb’s branding. The Streamlined Product Tracking Wizard offers an intuitive, guided setup flow with real-time quota feedback and progress indicators, reducing setup errors by 30%. The user-friendly design simplifies complex tasks, making the wizard accessible to users with varied technical backgrounds. Enhanced tracking features, including direct competitor comparisons, empower eCommerce managers to make data-driven decisions with ease.
Key Workflows
Workflow 1
Creation Wizard
Empower users to create and edit trackers without disrupting their workflow.
A three-step wizard opens as a side panel, keeping users connected to the homepage or analytics page during setup.
The wizard is accessible from the homepage and the tracker’s analytics page for easy creation and updates.
The wizard simplifies the process, enabling users to manage trackers while staying focused on their tasks.
Workflow 2
Trackers’ Table
Provide a central hub for managing, analyzing, and getting tracker details.
Displays a comprehensive table of all trackers with options to watch tracker analysis, edit, or delete it.
Includes a search function to locate trackers quickly.
Interactive tooltips reveal additional details.
The table streamlines tracker management, ensuring users can efficiently access and update their tracking data.
Workflow 3
Tracker Analysis Page
Deliver detailed keyword performance insights and competitor comparisons for effective decision-making.
Navigate between trackers using a top-bar dropdown menu.
Expand a keyword line to view its Organic Position Over Time graph with competitor comparison.
Combines granular keyword performance data, competitor benchmarking, and interactive trend visualization, empowering users to refine their strategies with actionable insights.
Workflow 4
System Feedback
Provide users with clear, consistent, and actionable feedback to enhance their experience and confidence when interacting with the system.
Feedback is delivered through intuitive popovers, tooltips, and toast messages.
Users receive immediate feedback on their actions.
Users stay informed about their actions and system processes, promoting a seamless and transparent experience.
Developer Handoff
Provided detailed documentation, including interaction notes, hover states, error handling guidelines, and alignment with the existing design system components. Special focus was placed on ensuring seamless integration of daily data updates and real-time feedback for a cohesive and efficient user experience.
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PART 4: Impact and Learnings