AMAZON / BREAKOUT BRANDS
AMAZON / BREAKOUT BRANDS
2024
E-COMMERCE
PRODUCT DESIGN / UX RESEARCH
Experiences for discoverability & browsability of emerging brands on Amazon Fashion
OBJECTIVE
Online-first IP called ‘Breakout Brands’ built to solve for discoverability of niché brands and designed as a Prime-first experience.
In-depth global + local competitor research, and analysis of current design trends, following brand property was ideated and designed.
Set a unified approach, between internal teams of design, copy, and curation, through the application of Jung’s Brand Archetypes framework.
Along with a comprehensive design system, directed the end-to-end creative direction for this store’s imagery.
ARCHETYPE
Clean + Clever + Curious were driving adjectives.
METHOD
Using Footwear as the pilot category to build the design system & gather data on CX. This design system was then scaled across multiple product categories.
DESIGN NORTH STARS
Following elements as founding blocks for the design system:
Linear strokes
Tri-color markers
An upward arrow
IMPACT
The differential art direction for this store’s imagery helped shift the needle towards a more premium, prime customer-first experience
The store witnessed a Click-Through Rate (CTRs) of 422.87% & 359.07% for women & men sections respectively
Some of the sections on this page have the highest CTR’s ever recorded for any shoe store so far on Amazon: Click-Through Rate (CTRs) of 422.87% & 359.07% for women & men sections respectively.
These efforts were recognised and she was one of the receivers for 2024 Q3’s outstanding achievers for Amazon Fashion.
OBJECTIVE
Online-first IP called ‘Breakout Brands’ built to solve for discoverability of niché brands and designed as a Prime-first experience.
In-depth global + local competitor research, and analysis of current design trends, following brand property was ideated and designed.
Set a unified approach, between internal teams of design, copy, and curation, through the application of Jung’s Brand Archetypes framework.
Along with a comprehensive design system, directed the end-to-end creative direction for this store’s imagery.
ARCHETYPE
Clean + Clever + Curious were driving adjectives.
METHOD
Using Footwear as the pilot category to build the design system & gather data on CX. This design system was then scaled across multiple product categories.
DESIGN NORTH STARS
Following elements as founding blocks for the design system:
Linear strokes
Tri-color markers
An upward arrow
IMPACT
The differential art direction for this store’s imagery helped shift the needle towards a more premium, prime customer-first experience
The store witnessed a Click-Through Rate (CTRs) of 422.87% & 359.07% for women & men sections respectively
Some of the sections on this page have the highest CTR’s ever recorded for any shoe store so far on Amazon: Click-Through Rate (CTRs) of 422.87% & 359.07% for women & men sections respectively.
These efforts were recognised and she was one of the receivers for 2024 Q3’s outstanding achievers for Amazon Fashion.
Early sketches of property name
Animation Style for Click Affordance
Animation Style for Click Affordance
Linear strokes for segmentation
In a scroll
In a scroll
Snippets from the ideation process
