Reinventing Amazon Launchpad, an Amazon Storefont

 

Overview:

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

Challenge:

Previously, the team relied on external agencies. This 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 system 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 and we identified business needs, user pain points, and target audiences. Through competitive research, we developed personas to guide the design approach and created style guide.

I designed the 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. It included typography, component guidelines, accessibility standards, and best practices for brand consistency.

Amazon Deign System & Style Guide

 

UX Process:

Before and After Implementng the First Iteration of the Design System

Click to expand images.

Design System:

Our team leveraged user feedback and data analytics to identify areas of improvement for our design system. This led to strategic improvements in editorial content, enriched the user experience, and boosted conversions by 19%. We also prioritized accessibility, to create a more inclusive shopping journey.

Agile Design and UX Research

Through an agile design, I developed wireframes and prototypes that enabled rapid iterations. We framed our approach with a key question:

How might we create a more intuitive and engaging storefront that optimizes for conversions?

To validate our solutions, we conducted A/B testing on different layouts and content strategies. This informed our content strategy as well. We initially prioritized videos to build brand awareness. But as the program gained traction, we used the data to create conversion-driven content, such as influencer recommendations and participating in retail events, like Prime Day. The winning approach led to higher engagement and sales, reinforcing the importance of data-driven iteration in our design process.

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.