AmazonFresh

2011-2015
Team(s): AmazonFresh
Role: Lead UX Designer
Activities: UX/interaction design, visual design, branding, art & creative direction, marketing, vendor management
Product(s): AmazonFresh local pilot, AmazonFresh on Amazon.com, U.S. launch, first international launch

AmazonFresh on Amazon.com (2013-2016)

In Q3 2013 I was tasked with the proof-of concept for integrating the standalone AmazonFresh.com onto Amazon.com. AmazonFresh launched on Amazon.com just over two years later in Q1 2016, jointly with our first international launch in U.K.

I produced the initial PRFAQ CX, tenets, workflows and visuals that led to the project being greenlighted by Jeff Bezos. As lead UX, I led a team of designers on the project from concept to launch. This was a massive cross-organizational effort that touched all major UX moving parts of Amazon.com, incl. Search, Cart, Checkout, Detail Pages, Delivery Experience, Prime, and more. My own focus area was Cart & checkout pipeline, incl. the Everywhere Cart, location-awareness, and delivery scheduling. The project introduced several new UX patterns for consumables/repeat purchases and last-mile delivery to Amazon, now used across web and mobile, incl. on Prime Now and Whole Foods.

Working with the core Shopping team, I designed the shopping cart and checkout experience for AmazonFresh on Amazon.com. This includes creating a new and global “Everywhere” shopping cart on Amazon, delivery scheduling, and product availability/conflict handling vis-a-vis search results.

Everywhere Cart & delivery scheduling for web.

Rebranding + U.S. Launch (2012)

AmazonFresh launched in July 2012 in Los Angeles, the first location outside of its multi-year Seattle pilot experiment. This included a major rebranding and the launch of Prime Fresh, a new Prime program. My work included: Overall brand direction (palette, typography, voice / identity), logo design, truck & tote bag creative direction, on-location location scouting / photography / art direction, copywriting, vendor management.

Amazon Dash (2014)

Amazon Dash was the first voice-powered device launched by Amazon, first developed within AmazonFresh. Customers could shop AmazonFresh by voice (e.g. “milk” “diapers”) or barcode. It was later renamed Dash Wand.

I was its first UX designer (shopping cart notification, integration, disambiguation CX and logic) and also led marketing creative for launch, creating the tagline and writing all launch-page marketing copy.

I worked with Lab126 to design and run in-home user research studies related to grocery and consumables shopping habits, and was involved with device industrial design decisionmaking.

AmazonFresh.com Redesign (2012)

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 critical to AmazonFresh becoming profitable and 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.