Reinventing Amazon Launchpad
Overview:
I led the redesign of Amazon Launchpad’s brand identity and storefront, crafting a new design system to enhance user engagement and streamline the shopping experience.
Challenge:
Previously, the team relied on external agencies, leading to inconsistencies in visuals and messaging. I took on the challenge of developing original visuals and transforming them into a scalable branded solution.
Project Info:
Role: UX and Visual Designer
Project date: 2020-current
Platform: Amazon website and app
Team: Amazon Launchpad
Approach:
Brand Identity
Design System
UI Design
Accessibility
Logo Design
Styleguide
Visual Design
Iterative Design
Results:
The redesign resulted in stronger brand recognition and reduced inconsistencies in the design system. Additionally:
Video engagement increased by 42%
Product clicks & purchases rose by 19%
The improved content strategy drove higher customer conversion
Discovery and Define:
I collaborated with project managers to identify business needs, user pain points, and target audiences. Through competitive research, we:
Developed user personas to guide the design approach
Created a comprehensive style guide
I designed the visual identity from scratch, crafting a new color palette, logo, and product photography guidelines. The style guide served as the foundation of the design system, including:
Typography & Component Guidelines
Accessibility Standards
Best Practices for Brand Consistency
Amazon Deign System & Style Guide
UX Process:
Before & After Implementing the Design System
User feedback and data analytics identified areas for improvement, leading to strategic enhancements in:
Editorial content
User experience
Conversion rates (boosted by 19%)
Prioritized accessibility for an inclusive shopping experience
Agile Design & UX Research
Using an agile design methodology, I developed wireframes and prototypes, allowing for rapid iterations. Our core question:
"How might we create a more intuitive and engaging storefront that optimizes for conversions?"
To validate solutions, we conducted A/B testing on different layouts and content strategies.
Content Strategy Evolution:
Initially focused on video content to build brand awareness
Over time, shifted toward conversion-driven content (e.g., influencer recommendations, Prime Day promotions)
Data-driven iterations led to higher engagement & sales
Below is a collection of pictures that show the evolution of our page, from left to right.
Results & Metrics:
Brand Recognition: Improved brand recognition through consistent visual design, as measured by user surveys and feedback.
Accessibility: Achieved WCAG AAA compliance, making the storefront more accessible to users with disabilities.
Content Strategy Impact: Video engagement increased by 42%, and product clicks and purchases rose by 19% during the customer conversion phase.
Agile Collaboration: Reduced design iteration time by 2-3 weeks, thanks to effective collaboration and agile processes.
Market Traffic: At its peak, Amazon Launchpad ranked among the top 10 shopping categories on the Amazon homepage.
Outcome:
This redesign laid the foundation for a scalable, user-centered design system that resonated with millions of Amazon customers. The Amazon Launchpad Style Guide & Design System became essential tools for maintaining brand consistency and enhancing the overall shopping experience.
