AmazonFresh.com had launched in 2007 and not changed much in layout or look and feel. I built the new design from concept to launch, including all UX and visual design, sell-through to leadership, asset creation, functional specifications, CSS, art direction, usability testing, etc. 

It was well-received by customers, and the new elevated aesthetic plus promotional placements led to a dramatic increase in co-op ad sales which was key to AmazonFresh being green-lighted to expand beyond its Seattle pilot test.

The redesign accomplished these goals: 

• Modernize aesthetic to better reflect the product and brand: premium service, upscale, “foodie”, world-class. 

• Improve core UX: Unify interdependent controls, surface notifications & messaging. 

• Responsive design that would look great and work well on desktop or tablets. 

• Dramatically increase the number of promo & ad placements on the homepage.

Before Redesign

Problem: 

• AmazonFresh was touted as a premium service but the site still looked and functioned as a budget alpha launch. 

• Poor visual design choices, including outdated aesthetics and UI styles, inconsistent palette, inflexible and limited ad placements, inelegant typography, poor use of layout and whitespace, etc. 

After: Responsive, Touch-Friendly Layout

The new site was built on a custom grid layout that I designed to work seamlessly in landscape or portrait modes, along with improved typography, streamlined palette, and other aesthetic improvements. 

After: Better Delivery Scheduling

Global access to delivery scheduling information while shopping the site. 

This design pattern was later used by other Amazon teams with delivery- and threshold-based services, including AmazonFresh when it launched on Amazon.com in 2016.