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Functional Analysis & UX Improvement Recommendations

Amazon & Paytm

Business Analyst Portfolio Project

Himanshu Chauhan

🎯Project Objective

Demonstrate critical thinking, stakeholder empathy, and business analysis skills by reverse-engineering two real-world applications (Amazon & Paytm), mapping user flows, identifying usability gaps, and proposing improvements.

📦App #1 – Amazon (Overview)

What Amazon Does:

  • E-commerce platform for ordering, tracking, and returning goods
  • Includes features like Prime, payments, reviews, and product recommendations

🔄Amazon – Key User Flows

Flow Description
Product Purchase Search → View Product → Add to Cart → Checkout → Payment → Delivery Tracking
Returns/Refunds Orders → Return/Replace → Reason → Pickup → Refund
Customer Support Help → Choose Issue → Chat or Call

🔧Amazon – Observed Issues & Recommendations

Area Issue Suggestion
Search Irrelevant results Improve ML filters + intuitive UI for filters
Delivery ETA Changes unexpectedly Add ETA confidence % or alert user on risk
Returns Complex flow Introduce "Express Return" for Prime users
Cart Unstructured layout Group items by seller or delivery date

📝Amazon – User Stories & Acceptance Criteria

User Story 1:

As a Prime user, I want a one-click return process, so I can quickly return products without filling out forms.

Acceptance Criteria:
  • Show "Express Return" button for eligible products
  • Pre-fill return reason with "default" (editable)
  • Schedule pickup automatically

User Story 2:

As a user, I want to see more relevant search results, so I don't waste time filtering through unrelated items.

Acceptance Criteria:
  • Display product relevance score (behind the scenes)
  • Auto-apply past filter preferences
  • Prioritize Prime + top-rated sellers in results

💳App #2 – Paytm (Overview)

What Paytm Does:

  • Unified payment interface (UPI, Wallet, Cards)
  • Mobile recharges, utility bills, travel bookings
  • Personal finance: Insurance, loans, gold, stocks

🔄Paytm – Key User Flows

Flow Description
UPI Transaction QR/Phone → Amount → PIN → Confirmation
Bill Payment Choose service → Enter ID → Verify → Pay
Ticket Booking Movie/Event → Select → Seat → Pay → Get Ticket

🔧Paytm – Observed Issues & Recommendations

Area Issue Suggestion
Cluttered UI Overloaded homepage Personalize home screen based on usage
UPI Failures Full flow restarts Add "Retry via another method" popup
Support Hard to find post-failure help Auto-launch help on transaction failure
Investments Complex for beginners Add guided beginner mode for finance tools

📝Paytm – User Stories & Acceptance Criteria

User Story 1:

As a user, I want to retry failed payments quickly, so I don't have to re-enter all details again.

Acceptance Criteria:
  • On failure, show retry modal with alternate options
  • Maintain transaction data (amount, recipient)
  • Log failed attempt for support follow-up

User Story 2:

As a user, I want to see only the features I use frequently on my dashboard, so I can navigate faster.

Acceptance Criteria:
  • App tracks feature usage frequency
  • Home screen widgets reorder based on last 10 actions
  • Manual "pin/unpin" available for key modules

🎯Business Analyst Competencies Demonstrated

🎯 Requirement Analysis
🔄 Process Flow Mapping
🧠 User Empathy & Pain Point Analysis
✍️ User Stories & Acceptance Criteria Creation
🛠️ UX/Feature Improvement Recommendations

💭Final Thoughts

These app analyses demonstrate my ability to observe, dissect, and improve digital products — a core skill for any BA. By focusing on user behavior, process clarity, and strategic value, I aim to build solutions that deliver both business and user impact.