Designed for the love of Kindle.
As part of Amazon Devices Brand Studio, I collaborated with the kindle marketing team to bring new products to market by designing the kindle’s landing page and user interface screens.
My role focused on ideating, rapid conceptualization and design. I worked on defining and transforming complex ideas into high-fidelity prototypes.
Role Visual Designer
Disciplines user experience and interface design, visual design
Tools Figma, Photohop, After Effects, Framer, Smartsheet, Quip
Timeline 2024 - 2025
Goals Improve customers trust by showcasing true to device experiences. Reduce cognitive overload on product pages by reducing copy.
Target audience existing Kindle Colorsoft SE device users and for new customers first time buyers.
Challenge Based on customer insight and user data
customers were returning there devices because images
did not show true device experiences on the product page which led to a misinterpretation.
Poor sales and ratings due to an error on kindle interface screen cause lack of trust to customer.
filter needs to be accurate because kindle is more prominent on heavy traffic platform section or areas.
While solving a problem for the Kindle Colorsoft we also
applied the same concept to the premium Kindle Colorsoft SE.
Heavy traffic platforms The kindle was more prominent on the amazon website homepage, app, retail stores websites, social media and PR.
User experiences on the kindle devices Ui display did not match what the product page showcase. Base on customer insight and data there was an increase in customer dissatisfaction and a large quantity of returns due to customers expecting an HD device instead of the Kindle Ui interface. I helped applied the new filter to all go the product rendering images before delivering it to the retail, amazon designer and PR teams.
A/B testing - on white device search
Sales and ratings were low for the Kindle colosoft SE. Conducted A/B testing for 2 month by developing 4 UI screen while using GEN AI to fill in gaps and remove badges. Each screen was tested for 2 weeks.
After the test concluded customers resonated the most with the white bg book collage by purchasing the device. The 2nd best UI screen was used for the Kindle colorsoft.
Demo devices - Experience the new Kindle colorsoft
I designed and tested the Kindle colosoft REXP 8 slide’s on a demo device. Refined based on feedback.
Made sure to verified color was accurate, checked CTA placement, and ensured device experiences was true to product.
Branding / Product landing page collaborated closely with the Creative and Art director, kindle stakeholders, and the CGI team. Amidst kindle rebranding, I elevated kindles current branding to match Amazon rebrand. I designed the kindle’s product pages with accessibility design systems in mind while maintaining consistency and usability across devices
Interactive Prototype