Reinventing Amazon Launchpad, an Amazon Storefont

 

Overview:

I led the redesign of Amazon Launchpad’s brand identity and storefront, creating a new, customer-focused design system to improve user engagement and streamline the shopping experience.

Challenge:

Previously, the team relied on external agencies, which led to inconsistencies in the brand’s visuals and messaging. I created original visuals and turn 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 increased brand recognition and reduced design inconsistencies. The content strategy contributed to a 42% increase in video engagement and a 19% boost in product clicks and purchases, driving customer conversion.

 

Discovery and Define:

I began by collaborating with project managers to identify business needs, user pain points, and target audiences. Through competitive research, we developed personas to guide the design approach and create a customer-centric style guide.

I designed the brand’s visual identity from scratch, developing a new color palette, logo, and product photography guidelines. The style guide served as a foundation for the design system, which included typography, component guidelines, accessibility standards, and best practices for brand consistency.

Amazon Deign System & Style Guide

 

UX Process:

Our team analyzed user feedback and testing data to determine which components of the design system needed updating. This led to improvements in editorial content, where we used alt text and text in images to better describe the experience and drive conversions. This approach ensured both accessibility compliance and a seamless user experience.

Before and After Implementng the First Iteration of the Design System

Click to expand images.

Agile Design and Creative Wireframes

Through an agile design process, I developed wireframes and prototypes that allowed for quick iterations. Our design focused on reducing scroll depth and improving navigation, despite multiple ingress points.

We also shifted our content strategy. Initially, the focus was on video content to raise brand awareness. As the program gained traction, we prioritized customer conversion and support for retail events. This strategic shift resulted in a significant impact on engagement and sales metrics.

Below is a collection of pictures that show the evolution of our page, from left to right.

Click to enlarge images.

 

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 project laid the groundwork for a scalable, user-centered design system that resonated with millions of Amazon customers. The Amazon Launchpad Style Guide and Design System became essential tools in maintaining brand consistency and improving the overall shopping experience, helping the program achieve its business objectives.

Amazon Launchpad Storefront Q4 2021

Screenshots taken from Amazon Launchpad website.