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Rough sketches of logo ideation



How do we create discoverability & browsability of emerging brands on Amazon Fashion?



MEDIUM: UI Design | Art Direction | Process Improvement
TYPE: Commercial
YEAR: 2024
AWARD: 2024 Q3’s outstanding achiever for Amazon Fashion




Animation Style of Arrow
Linear Strokes for segmentation
Primary color assigned to each category







THOUGHT

Clean Clever Curious
were driving adjectives for copy, curation & design teams to converge and work on a streamlined experience.

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 for Amazon Fashion to established an IP in customer minds

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




ART DIRECTION SNIPPETS







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