Amazon
Amazon is optimized for speed without a doubt. Assuming you are logged in, you can purchase any given item in just two clicks if you use the “Buy Now” flow, where it selects everything as default for you, and you can just buy it. The normal cart flow is also pretty fast. Since all my information is already saved, I click view cart, then place order, confirm/edit delivery details, and that’s it
Warby Parker
I liked the easy quiz they offered, which helped me pick glasses based on my preferences. I would have liked some more descriptive images. I especially enjoyed not having to enter my email and being able to skip questions I was not sure about or did not want to answer. I feel like many of these quiz flows force users to enter their data for follow-up marketing, but being able to skip it was incredibly pleasant. It was not clear to me that there would be a separate step to select lenses, so I picked a frame color based also on the lens. The imagers also changed size based on the lens color I picked, which was a bit strange/unpolished. I did not like having to log in before ordering, which I typically do without creating an account. I find it an interesting assumption to redirect to the login page instead of the registration page. I am buying a pair of glasses; one would expect I am a new customer…
Patagonia
Product selection could have been better; there is a quick-add button that one would expect to add to your cart, but instead it changes to the size selection, which makes sense but, in my opinion, should have been inverted as I clicked and then exited the hover, and was then confused as to why my cart was still empty. Offering Venmo, Apple Pay, and Google Pay is amazing as they speed up ordering so much, reducing friction. The whole process is outdoorsy, the loading animation is a mountain, I love it! This flow, where I still have to create an account, but it feels much more integrated into the flow, is so much better!
