Amazon Beauty
Amazon Beauty
2023
2023
Principal Design Lead
Principal Design Lead
UX, Testing, Visual
UX, Testing, Visual
Responsibilities
Responsibilities
Competitor Analysis
Competitor Analysis, Product Northstar, Design Strategy, Stakeholder Approval, Designs. Prototypes, Usability Testing, Dev Handoff, Adoption Strategies
Product Northstar
Design Strategy
Stakeholder Approval
Designs / Prototypes
Usability Testing
Dev Handoff
Adoption Strategies
Overview
Overview
ARC is the central repository of metrics, assets, resources, and insights for pitches and campaigns used by Sales, Account, and Creative teams across Amazon Custom Advertising.
ARC is the central repository of metrics, assets, resources, and insights for pitches and campaigns used by Sales, Account, and Creative teams across Amazon Custom Advertising.
Problem
Problem
Initially launched in 2016, ARC struggled to keep pace with the organization's evolving needs. Finding relevant past projects became a time-consuming hurdle. Project detail pages lacked valuable data and insights to inform future campaign strategies. Lastly, the inefficiencies of uploading case studies discouraged creatives contribution to the platform.
Initially launched in 2016, ARC struggled to keep pace with the organization's evolving needs. Finding relevant past projects became a time-consuming hurdle. Project detail pages lacked valuable data and insights to inform future campaign strategies. Lastly, the inefficiencies of uploading case studies discouraged creatives contribution to the platform.
Opportunity
Opportunity
Turn ARC into a living library that not only serves as a searchable showcase of pitched and sold work but also a centralized hub of detailed campaign artifacts including presentation decks, assets and end of campaign reports. Streamline the case study upload process by removing redundancies and increasing workflow efficiency.
Turn ARC into a living library that not only serves as a searchable showcase of pitched and sold work but also a centralized hub of detailed campaign artifacts including presentation decks, assets and end of campaign reports. Streamline the case study upload process by removing redundancies and increasing workflow efficiency.
120
Research
Research
Tasks
Tasks
With nearly 80% of surveyed ARC users indicating the tool wasn't working at the speed of advertising, I conducted a comprehensive analysis to improve its performance. This analysis included the initial organization-wide survey, an evaluation of the existing user experience, and in-depth stakeholder interviews to identify pain points and uncover new use case scenarios.
With nearly 80% of surveyed ARC users indicating the tool wasn't working at the speed of advertising, I conducted a comprehensive analysis to improve its performance. This analysis included the initial organization-wide survey, an evaluation of the existing user experience, and in-depth stakeholder interviews to identify pain points and uncover new use case scenarios.
Findings
Findings
Creative teams, primarily sought ways to streamline the case study building process. Their key desires included minimizing data entry redundancy and enhancing Arc's overall utility.
Creative teams, primarily sought ways to streamline the case study building process. Their key desires included minimizing data entry redundancy and enhancing Arc's overall utility.
Further analysis of existing beauty and cross-category VTO experiences exposed inconsistencies in interaction patterns and design system implementation, which contributed to user confusion.
Further analysis of existing beauty and cross-category VTO experiences exposed inconsistencies in interaction patterns and design system implementation, which contributed to user confusion.
120
Existing Experience
Existing Experience
Ingress
Permissions
Modality Selection
Virtual Try-On
Ingress
Permissions
Modality Selection
Virtual Try-On
Ingress
Permissions
Modality Selection
Virtual Try-On
Ingress
Permissions
Modality Selection
Virtual Try-On
Ingress
Permissions
Modality Selection
Virtual Try-On
Ingress
Permissions
Modality Selection
Virtual Try-On
Ingress
Permissions
Modality Selection
Virtual Try-On
Ingress
Permissions
Modality Selection
Virtual Try-On
120
120
Ideation
Ideation
Tasks
Tasks
Conducted a user study with 12 participants to validate design solutions for searching and filtering. Through wireframes, I tested how users found projects based on various criteria like location, industry, client, budget, and team member. Additionally, the study assessed how participants interacted with the case study page, including how they accessed relevant project metrics, assets, and resources.
Conducted a user study with 12 participants to validate design solutions for searching and filtering. Through wireframes, I tested how users found projects based on various criteria like location, industry, client, budget, and team member. Additionally, the study assessed how participants interacted with the case study page, including how they accessed relevant project metrics, assets, and resources.
120
120
Design Implementation
Design Implementation
120
Landing Page
Landing Page
Challenge
Solution
Challenge
Challenge
The single column approach to displaying over 900 case studies forced excessive scrolling and hindered exploration.
The single column approach to displaying over 900 case studies forced excessive scrolling and hindered exploration.
Solution
Solution
Implemented a visually-appealing grid layout, showcasing a manageable number of projects per screen. Privacy dynamic project information was added to each product card to ease exploration.
Implemented a visually-appealing grid layout, showcasing a manageable number of projects per screen. Privacy dynamic project information was added to each product card to ease exploration.
Challenge
Challenge
Inability to quickly filter projects and lack of a save mechanism frustrated users by having them go through a cumbersome process every time they wanted to find a project.
Inability to quickly filter projects and lack of a save mechanism frustrated users by having them go through a cumbersome process every time they wanted to find a project.
Solution
Solution
Added persistent filtering options, allowing users to refine their search based on industry, budget, location, tactics employed, and project status (sold vs. pitched). incorporated the ability to save case studies as a collection.
Added persistent filtering options, allowing users to refine their search based on industry, budget, location, tactics employed, and project status (sold vs. pitched). incorporated the ability to save case studies as a collection.
120
120
Case Study Page
Case Study Page
Challenge
Solution
Challenge
Challenge
Case studies lacked crucial data, such as project timeline, and media spend. However making this information public to outside teams was a privacy concern.
Case studies lacked crucial data, such as project timeline, and media spend. However making this information public to outside teams was a privacy concern.
Solution
Solution
Integrated project information directly from Salesforce. While behind the scenes Team Role validation displayed only safe to show content unvetted users.
Integrated project information directly from Salesforce. While behind the scenes Team Role validation displayed only safe to show content unvetted users.
Challenge
Challenge
Previously, campaign assets, pitch decks, and source files resided across multiple locations, making it a nightmare to track them down, especially for designers taking over existing projects.
Previously, campaign assets, pitch decks, and source files resided across multiple locations, making it a nightmare to track them down, especially for designers taking over existing projects.
Solution
Solution
The redesigned Arc solves this by allowing designers to directly upload or link to these files within the platform. Eliminating time-consuming searches and ensures easy access to crucial project assets.
The redesigned Arc solves this by allowing designers to directly upload or link to these files within the platform. Eliminating time-consuming searches and ensures easy access to crucial project assets.
120
120
Visual Assets
Visual Assets
To combat visual redundancy and further elevate the presentation of case studies I created a set of customizable template mockups.
To combat visual redundancy and further elevate the presentation of case studies I created a set of customizable template mockups.
120
120
120
YURY LIZUNOV – EMAIL – LINKEDIN