Amazon Custom
Storefront redesign and marketing
Amazon Custom allows shoppers to personalize certain products purchased on Amazon.com by adding their own custom text, photos, designs, and more. As the first designer under this team, I led the complete redesign of the Custom storefront for the US and Europe by applying user research, UX, and visual design to create an engaging and easy to navigate web experience. I also designed onsite marketing graphics that upheld the Amazon retail brand and increased customer awareness and engagement for Amazon Custom.
MY ROLE
Lead visual and UX designer
RESULTS
Amazon Custom saw a 40x increase YoY in traffic metrics with storefront design improvements and onsite marketing campaigns.
CREATIVE DIRECTION
My challenge was to develop a new creative direction that targeted Amazon Custom’s specific customer personas, while aligning to the overarching Amazon retail brand guidelines. To achieve this, I proposed that the main imagery on the storefront and marketing graphics should be centered around lifestyle photos of custom products that added an emotional appeal through their authenticity. I believed this would compel customers to purchase gifts for their loved ones, which was our main customer target.
Photography options were limited as the team didn’t have a budget to shoot our own photos. Therefore, I had to be resourceful and utilize sellers’ product photos that could be found on their Amazon product pages, which Amazon was free to use. Despite that setback, I found ways to elevate the photography with photo editing and compositing—and some relentless searching through product pages.
I selected/edited photography based on these guidelines I developed:
1) Lifestyle photography with soft natural lighting and realistic settings, ideally showing human interaction with the products. This was part of the Amazon Retail Brand guidelines around photography and aligned with our goal of giving the storefront an emotional and personable appeal.
2) Products that prominently featured a person’s name or personal photos. That way, customers could tell these were personalized and one-of-a-kind products with just a glance.
3) Products that were stylish and high-quality. This showed off the best of what Custom products had to offer.
EDITORIAL FEATURES
I added some editorial content to give customers another way to browse products and engage with the storefront. I developed these ideas for content that we could easily slot in and rotate as needed to refresh the page.
GIFT STORE PAGES
In addition to the storefront, I designed detail pages for holidays that involve gifting, such as Mother’s Day and Christmas.
