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Tier II: Behavior

In addition to the navigation features required to support Amazon’s complex organizational model, the dominating element of Amazon’s Behavior tier is the checkout process. The following sections analyze those two elements as well as Amazon’s help and customer service center.

Layer 4: Viewing and Navigation

Because of the lack of user-created data, the Amazon interface does not require any of the view manipulation features typically associated with tables of text-based data. There are no columns to sort, no objects to edit, no datasets to filter. Although Amazon’s interface lacks viewing functionality, it is full to overflowing with navigation options, thanks to its rich organizational model. Even here, however, Amazon’s designers do a great job of not letting the sheer quantity of options lead to a corresponding increase in complexity. In fact, Amazon’s Viewing and Navigation layer is extremely simple from an interaction perspective, even though it is a critical element of the interface as a whole.


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