I don't know that this is really "unused" real estate in pure terms, if I open a menu it's because I'm anticipating wanting to perform a task not to be shown more adverts.
Also, in the era of distraction and decision impotency, isn't it even more blurring the focus and intention of user?
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Amazon is just a decent use case for a structure that isolates clients from their cash in any capacity conceivable. Their iOS application is a repulsive UI/UX mess and there are various irregularities between the telephone and tablet. This is one more in a long queue of don't with regards to UI/UX.
Are you a bot?
It other words, a carousel behind a hamburger menu, thus creating the worst UX pattern of all time
Amazon is only a good use case for a design that separates users from their money in any way possible. Their iOS app is a horrible UI/UX mess and there are numerous inconsistencies between the phone and tablet. This is yet another in a long line of don't when it comes to UI/UX.
What can I say except I'm not feeling it. Mainly because we are moving away from hamburger menus, not towards it. Thus I don't see much future for this pattern and I wouldn't call it a "pattern" if it's only Amazon who's doing it.
Moving away from hamburger menus?
I'm no fan of them but if anything I'd say the use is increasing since it's becoming more and more of a standard on mobile, designers can justify using it with arguments like "People know what it is for because they see them in so many apps/websites"
People are more familiar with the icon yes. But it's use is still lesser than having up front navigation. Due to the hamburger hiding its contents.
Up front navigation within apps should always be recommended: https://www.nngroup.com/articles/hamburger-menus/
Using both is also a good option, and usually Google uses a mix of upfront navigation for the core parts of an app. And hiding sub content within the hamburger (settings, share, account switch, login/out).
I agree with everything you wrote, and I also never wrote that hamburger menus are a good pattern. I just questioned the statement that we are moving away from them.
I agree we are moving away also. But in regards to it being a primary navigation method. You can see this with Googles eventual adoption of bottom tabs. And with more interfaces switching from Hamburgers to upfront visual navigation.
Except for Amazon, who though a hamburger and a back button belong in the same space!?!?
Bottom Nav should not always be recommended. Bottom Nav only works if your app has 5 main navigation items like Instagram. Amazon has so many department pages it makes sense for them to keep the hamburger menu. Let's say you have a new 6th page that needs to be promoted, what happens next? The Bottom Nav doesn't scale as your app grows.
The comment you replied to has no mention of "bottom navigation". And with that I'm not "always" recommending it as the only option.
I'm concurring with Perttu and the notion that we as an industry are moving away from it as a primary form of navigation. And that any "up front navigation" (be it bottom nav or what ever) is a better alternative, then say obscuring primary features of an app behind mystery navigation.
p.s. please don't discard a bottom nav as an option because you have more than 5 items. Restructure your main nav until all/most primary actions are simply discoverable, then relinquish any lesser nav items to overflows.
Yeah, if you are willing to hide the entire navigation behind the Hamburger icon, why is it a problem hiding only a part of the navigation behind More icon in bottom menu which is becoming more popular these days. I'm not big fan of this but at least in that case you provide for the user the most used parts upfront.
bottom nav where you can see 4 primary actions + "More" > hamburger menu where you see nothing.