On its surface, Amazon.com just seems like a large e-commerce site, albeit a successful one. Its design isn't flashy, nor is it much to write home about. But deep within its pages are hidden secrets -- secrets that every designer should know about. If one looks closely at what the team at Amazon has built, it's filled with innovative functionality and clever designs, all of which creates a delightful experience for its users and directly produces regular profits for its shareholders. But not all is perfect. Some design changes in the last few years have not been the success that the team had hoped for. Amazon's exceptional qualities and imperfections are critical knowledge for any designer that wants to dig deep into what makes the site tick. In this entertaining presentation, Jared will share some of UIE's latest research into the hidden treasures of (the) Amazon. You'll learn:

* The simple Yes/No question that increased revenues by more than $1 billion
* The elegant subtlety of Amazon's security system
* Why Amazon's business model is more than meets the eye (and why designers need to care)
* The wins and losses that Amazon has had with social media functionality