When we designed and developed the Windows Phone application for AmazonFresh, we knew that the mobile experience had to live up to the wildly popular online grocery shopping experience provided at AmazonFresh.com. The Windows Phone application needed to offer customers the convenience of shopping on the go while taking full advantage of a mobile interface.

It’s important to note that mobile shopping exists in a much different context than desktop shopping. These mobile users are not just shopping for books and housewares—they are shopping for dinner. Further, mobile devices have unique capabilities, such as cameras, that can be used to scan barcodes.

We recognized that this was an excellent opportunity to extend the well-loved AmazonFresh brand to a mobile application that leverages clean and simple design principles and closely resembles the online site while delivering a high-quality mobilized shopping experience. Shoppers on the go need intuitive search and filter functionality—they don’t have the time or patience to hunt down items or navigate through complex interfaces on a small phone screen. We focused our UX energy on building informative search functionality and intuitive navigation, and then we tested them repeatedly to ensure that finding items, building shopping lists, and purchasing groceries and other items remains quick and easy. Customer review comments repeatedly cite reliability, convenience, speed, ease of use, and intuitive functionality as reasons for their high ratings.