Amazon

Business Impact

Client

Amazon

Role

Lead UX Designer

Duration

2024

Methods

UX Strategy • Competitive Analysis • Information Architecture • A/B Testing • Wireframing • UI Design • Cross-functional Collaboration

Challenges

Navigation was difficult to scan.

Important content lacked visual prominence.

Kindle Unlimited and Prime messaging created user confusion.

Category discovery required unnecessary interactions.

The experience lacked personalization opportunities.

Goals

Improve the overall shopping experience.

Increase engagement through automation and personalization.

Identify UX opportunities that could improve business performance.

These improvements were designed for both Desktop and Mobile experiences.

Research

I analyzed several Amazon experiences and internal storefront performance to understand successful interaction patterns. The benchmark helped identify higher-performing content structures, stronger visual hierarchy, and navigation patterns that could be adapted for Books.

Strategy

Simplify Information Architecture

Increase Visual Engagement

Improve Category Discoverability

Clarify Subscription Products

Strengthen Visual Hierarchy

Highlight Focus Categories

Solution

Cleaner navigation
Better visual hierarchy
Faster category discovery
Clearer subscription messaging
More engaging promotional content
Improved consistency across Desktop and Mobile