AMAZON AUTOMOTIVE GATEWAYS
AUTOMOTIVE GATEWAYS
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On the Automotive team, I designed over 15 gateway pages, each having specific requirements and needs.
With Daniel Ricciardo, I was given a few photos along with some images of sponsored products. Amazon had a template for celebrity pages, but that template did not fit with what Daniel's team wanted, nor with the direction of the automotive team.
Our marketing person set up meetings with Daniel's manager (along with Daniel himself), and he looked over the comps and loved the new designs. After some user testing to gut check everything, we launched the site as Amazon's First International Celebrity Page, which returned over $250 million in sales, giving it the honor of the most successful celebrity page to date.
The Amazon Automotive Showroom was the predecessor to the Amazon Auto Car sales site. I also mentored the current creative director and designed most of the original design language.
INTERNATIONAL GARAGES
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When I joined the automotive team, leadership had decided to decommission "Your Garage". Due to a lack of use and a lack of vehicles. I asked if I could have 2 months to redesign, test, and relaunch "Your Garage" to see if we could turn the numbers around. In those two months, we changed the design and added "Amazon Confirmed Fit" to align products linked to vehicles in Your Garage.
After extensive testing and web-labs, we launched Your Garage with no fanfare. People took notice, and what was an average of less than one vehicle per garage turned into nearly two vehicles per garage, and, accounting for over 30% of sales with "confirmed fit," which, in terms of actual dollars, was just shy of 4 billion dollars per year in OPS.
Your Garage rolled out to 14 countries around the world with similar success.
AMAZON INTERNATIONAL GARAGES
NEW GARAGE APP
FUTURE GARAGE APP
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As the automotive team started to venture into vehicle service, I took it upon myself to design a prototype that could utilize the OBD2 device on a vehicle and sync it to Your Garage. This would allow the app to track any oil changes, brake needs, or bad sensors, along with (If you had a lease or payment) track when the best time to trade in or sell your car, all while having your vehicle's full history available on the app when you trade in or sell your car.
I took this concept even further by combining parts and service with Your Garage and buying and selling your car to make Amazon your one-stop shop for all things needed to purchase, maintain, and trade or sell your car when the time is right.
THE FAST AND THE FURIOUS TAKEOVER
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We were contacted by Universal about a possible promotion with the Fast and the Furious franchise. I was tasked by the marketing team to design a series of pages, including an Amazon takeover page that would help promote the new movie.
I used the new garage as a platform for characters and their vehicles in the movie, along with parts that were actually used on the movie cars that we sell on Amazon, allowing the end user to purchase almost every part to do the same build.
We spent a day at Universal Studios and presented everything that they bought off on, and even asked us (Doug Buser and I) to attend the opening of the movie. Due to COVID, the project and the movie release were put on hold.
We spent a day at Universal Studios and presented everything that they bought off on, and even asked us (Doug Buser and I) to attend the opening of the movie. Due to COVID, the project and the movie release were put on hold.
FAST 9 AMAZON TAKEOVER
AMAZON INTERNATIONAL PARTFINDER
INTERNATIONAL PARTFINDER
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The task was to design the part-finder to work anywhere in the world on any platform, which took a lot of localization and experimentation. I was tasked to design, build, test, and launch a completely new part-finder system while integrating the new version of "Your Garage" and "Amazon Confirmed Fit". The PM and myself worked on a project plan together, including several whiteboard sessions.
I quickly moved to wireframes, user testing, and final versions.
The International PartFinder, on the whole, accounted for 34% of all sales within Amazon Automotive thanks to the integration of Amazon Confirmed Fit. The flow shows how localization was required across every geographic location due to either local laws, language styles, or access to imagery in specific locations.
AUTOMOTIVE INTEGRATION PLAN
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When I took over as the lead UX designer at Amazon Automotive, one of the first things I did was figure out how everything was going to integrate over 3-5 years. There were a lot of moving parts that crossed paths, had dependancies and some were just in the planning stages. I wanted to make something easy to understand while showing the complexity of the integration between so many products and services.
The final solution was an interactive map of everything that was going to be integrated into Amazon Automotive. It showed year by year what would be added, along with mouseovers to show real-time data points so Directors, managers, PMs, and designers could all see in a heads-up view, what was planned and, if we were able to hit or exceed the numbers we were shooting for.
