Project Highlights

Scalable for multiple business needs

I collaborated with various teams across Amazon’s shopping platform to collect business requirements for related products in their respective domains. I meticulously consider all these requirements to design a scalable framework that can seamlessly accommodate multiple business needs.

Wide adoption across the organization

Since the business was large, I noticed that multiple teams were working on the same feature. To unify their vision, I organized workshops, which helped the product and engineering teams reduce development costs.

Patented feature

I successfully filed and received the patent for this feature. I meticulously crafted the necessary documents and designed the supporting visuals to strengthen the application. This marks my second patent in this product category.

Customer problem

Customers find the product variations overwhelming to comprehend, configure, and finalize when selecting products with multiple dimensions (e.g., size, color, hand orientation, pack size).
Even after selecting their preferred variations, there are additional options to consider (e.g., trade-in, monthly payments) and complementary services (e.g., installations, protection plans).
Multiple teams build features on the product detail page to surface add-ons, resulting in wasted effort and increased technical complexity.

Design Process & Strategy

Cross-org requirements

Requirement gathering workshops - I conducted multiple requirement-gathering workshops with stakeholders across Amazon retail category teams, including electronics, fashion, installation services, and more. The goal of these workshops was to understand customer pain points and business needs.
Cross functional team - I involved executive leadership, product managers, and software development managers in the design process by establishing weekly check-ins, progress showcases, and feedback mechanisms.

Define framework & components

Framework with consistency - One of the primary design goals is to create a seamless related product discovery experience. To achieve this, I developed patterns and components tailored to that objective. The interaction design patterns include progressive disclosure, swatches with metadata, overflow ingress for large variations, an alert system for auto-selection, and more.
Extensive user testing - Since this framework needs to scale for various business needs, I conducted multiple rounds of user testing to iron out any usability issues. Additionally, I conducted studies while the experience was in the weblab, allowing customers to interact with real products rather than prototypes.

Showcase & alignment

Frequent touchbase & roadshows - The product manager and I established a mechanism to showcase both design progress and implementation. These mechanisms allowed teams to provide early and constructive feedback.

Solution Overview

Related product discovery framework - Overview

The new framework consists of two components. One selects product attributes or variations such as color, size, capacity, etc. The other selects add-ons like protection plans, monthly payments, complementary products, and services.
Accordion patterns allow customers to progressively explore options rather than become overwhelmed by choices.
Horizontally scrollable swatches provide relevant details such as price, Prime eligibility, delivery, and stock information.
For large variations, we added a ‘See more’ option as an entry point to browse additional variations.
Add-ons component has consistent behavior for attribute selection—accordions and swatches ensure a uniform browsing experience.

User Journey

Product variations & add-ons discovery

The user journey illustrated above helped the partner teams envision the scalability of the features. This framework enabled teams to expedite the implementation process since front-end development is entirely owned by the detail page team.
Multiple businesses can easily onboard their add-ons to this framework, which allows them to quickly test and launch the feature.
I worked closely with design teams across the organization to understand the unique needs of the products so they could be factored into the design.

Desktop experience

I designed this feature to adapt seamlessly to both mobile and desktop.
The UI patterns developed for mobile experiences can also be used for desktop with some minor customizations. This approach helps reduce UI development efforts.

Design Documentation

Tenets, Guidelines & Specifications

Since this framework needs to be adopted across multiple teams, I created comprehensive, detailed documentation that can be leveraged cross-org.
This documentation includes tenets, workflows, do’s and don’ts, design specifications, and motion specifications.
Designers and engineers appreciated the level of detail covered in this documentation, which makes the process smoother.

Launch & Impact

Business Metrics

Wide Impact – 12+ partner teams across Amazon aligned with the framework and onboarded to their recommendation strategies (e.g., Wireless plans, Trade-in, Monthly payments, AppleCare+, Buy as a collection, etc.). Reviewed recommendation strategies by providing constructive feedback to partner design teams across locales (Consumer Electronics, Softlines, Payments, India, Japan, Europe, etc.).
Extensive user testing – Initiated usability testing during the weblab active phase (live experience with real data) to gather both qualitative and quantitative data from customers experiencing the CX in a production environment.
Successful Launch – The framework was successfully launched in all locales, achieving positive profit metrics. Features developed by partner teams also performed well in web labs and have been launched.
Patent & Awards - Received two patents and an inventor award for this feature.