Tools
Figma, Canva
Skills
Wireframing, Prototyping, User Research
Role
Designer & Strategist
Duration
July – August 2024
What is Kindle iOS?
Amazon’s Kindle iOS app is a digital reading application that provides users with the convenience of accessing a vast library of books, magazines, and newspapers on their mobile devices or tablets. The app offers a customizable reading experience tailored to curate readers’ preferred reading experience with adjustable font sizes, themes, and brightness settings. With millions of global readers, Amazon’s Kindle platform is a prominent source for books, offering a diverse range of titles across various genres.
Before vs. After
The Process
1. Research
Competitor Analysis
In my competitor Analysis, I analyzed the differences between Kindle iOS with its competitors (Google Play Books, Apple Books, and Libby). The interface designs of these competitors highlighted both the strengths and weaknesses of Kindle iOS. One of the most significant weaknesses that stood out was the ease of navigation. The Kindle iOS app’s user interface was complex and disorganized, which resulted in a navigation experience that felt unappealing and unfriendly to users.
| Kindle iOS | Google Play Books | Apple Books | Libby | |
|---|---|---|---|---|
| Personalized Book Recommendations | Yes | Yes | Yes | No |
| Ease of Navigation | Complex, cluttered | Inconsistent design | Modern, sleek | Simple, user-friendly |
| Customization | Extensive (fonts, colors) | Moderate (basic settings) | Moderate (basic settings) | Basic (limited options) |
| Integration | Amazon ecosystem | Google ecosystem | Apple ecosystem | Public libraries |
Desk Research & User Feedback
Before diving into the design process, I spent time using the app to understand the user experience and identify what the interface was missing. As an avid reader who enjoys unwinding each with a good book, I associate reading with calmness and relxation, valuing the simplicity of the experience. Consistent with many reviews on the App Store, I found myself overwhemed by the app’s complex functionality and the abundance of irrelevant book recommendation sections. This highlighted the need for a more streamlined and user-friendly deisgn to enhance the overall reading experience.
“I do not like how the Amazon Kindle app automatically opens to the home page, forcing you to see a bunch of garbage. I want to go directly to my library and read.”
“The lists of ‘books’ I may like, etc., are a waste of space, and I wish they would go away. Reading is my quiet, unwind time, but not so much anymore.”
“No cataloguing or sorting.”
“Why remove the streak countdown and hide it in the least intuitive spot? The streak is meant to motivate the reader to keep going.”
Defining the Problem
To define the problem, users seek a simplified design that offers user-friendly navigation, reduces clutter, and includes organizational features, such as sorting, to promote consistent reading.
2. User Persona
I created a user persona to represent the ideal user and gain a comprehensive understanding of their requirements. Amazon’s Kindle dominates the e-reader market, holding approximately 72% of the market. Widely used by individuals from diverse individuals of different backgrounds, including different ages, education levels, career paths, and interests, Amazon’s Kindle app offers users with the convenience of reading anywhere, anytime, simply with their mobile phone or tablet.
3. Ideation
Since Amazon lacks developer documentation for Kindle iOS, I delved into their identity by analyzing their current style and branding through the Kindle app and other apps like Amazon Prime, Music, and Amazon Shopping.
Moodboard
User Flows
After mapping out the user flow, I was able to clearly identify problems in the current user interface design. Focusing on the Homescreen, there was initially a long list of different selections that could be clicked into, where many were of similar purposes to recommend the user their next book. In the redesigned userflow, the homescreen is significantly simplified, reducing the redundancy of having several different recommendation sections to the reader. Instead, the recommendations are combined into one area, and sorted based on their Goodreads “Want to Read” Shelf, what they are currently reading, and continuing series.
4. Low-Fidelity Prototype
5. High-Fidelity Prototype
Home Screen
I redesigned the layout by creating two distinct sections: “Currently Reading” and “Recommended.” This update allows users to instantly access their in-progress books while consolidating personalized recommendations from their Goodreads account and upcoming books in series they have started. By structuring recommendations in a dedicated section, this redesign reduces clutter and minimizes the need for excessive scrolling through multiple recommendation categories.
Library Screen
I introduced new dropdown filters to enhance user customization and enable quick sorting. These filters allow users to efficiently organize their library by book type and reading status, making it easier to navigate their collection.
Discover Screen
I introduced a new “Discover” section, replacing the previous “Shorts” section. Originally, this area featured Kindle Vella, Amazon’s platform for episodic storytelling. With this update, the Discover section now provides users with a centralized space to explore and search for new books across various Amazon services, including the Amazon Web Store, Kindle Unlimited, Kindle Vella, and Prime Reading. Additionally, users can refine their search by filtering books based on Amazon service, genre, or magazines, offering a more tailored browsing experience.
More Section
I redesigned the layout to prominently display the user’s logged-in account, allowing for quick access without navigating through multiple menus. This update minimizes the need for extra clicks when signing out or viewing account details. Additionally, I streamlined the interface by eliminating redundant information, relocating key settings-related details, such as the user’s Goodreads account, to the More screen for easier and faster access.
Book Screen
I redesigned the interface to minimize distractions and consolidate essential features—including the table of contents, search, annotations, text size, and book information—into a single, streamlined hub for a more intuitive reading experience.
Reflection
After completing this case study, I reflected on how this project has been a valuable learning experience that has helped me grow as a designer. Throughout this process, I strengthened my ability to identify usability pain points and translate user feedback into meaningful design improvements. I also refined my technical skills, incorporating auto-layout, grids, and structured components to create a more consistent and scalable interface. Additionally, this project allowed me to deepen my interaction design skills by prototyping realistic user flows and considering how users would naturally navigate the app. Anticipating user needs, such as customization options and accessibility features, helped me develop a stronger, user-centered approach to design. However, my biggest growth was in my design thinking, where I now approach UX challenges with a more analytical mindset, focusing on core usability issues before jumping into visual design. This case study reinforced the importance of research-driven design and accessibility considerations in creating a seamless reading experience.