Jared Spool is indeed a user experience expert with knowledgeable and in-depth insight of consumer oriented industry and web design. In this impressively interesting featured talked, he revealed those hidden secrets in Amazon that made it so successful. It all started from the amazing reviews of this currently available Tuscan Whole Milk, 1 Gallon, 128 fl oz. Take a look at the reviews at the bottom of this product, which is even not available now. You will feel it’s so amazing that so many people are just sticky, addicted and constantly contributing to Amazon. Here is some data to show how attractive this website is: The number of visitors in December 2008 is 71,431,000, rank of all website in traffic is 8; Revenue in 2008 is $19,166,000,000, which is 29% increase over 2007. So why is that? Here are some highlights of the Jared Spool’s talk:
- Engage your users by delivering great content
- User commentary enhances the experience
- Putting in a system to “bubble up” the most interesting or useful
content can dramatically improve the experience - Only a small percentage of visitors will participate
- Don’t fear trying out new ideas
- Eliminate tool time while delivering confidence (Goal time vs. Tool time - Goal time: When the user is improving the outcome of the experience; Tool Time: When the user is moving forward without any improvement in the outcome of the experience)
- Never forget the business
- Caution is warranted
- Be careful when emulating features
- Some experiments don’t pan out
- Not all use cases are equal









