MOBILE OUTDOORS STORE
DESKTOP OUTDOORS STORE
01 OUTDOOR / VERTICAL STORES
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The task was to find a new way to bring in hold-out brands such as NorthFace, Adidas and Nike along with unique brands like Patagonia.
In 2014, Amazon set out to reinvent how customers shop enthusiast categories like Outdoors, Cycling, and Team Sports. I played a key role in envisioning and launching a new, highly visual shopping experience and several innovative features that scaled to 20 shopping categories across Amazon.com that outperformed our standard shopping experiences by more than 2%, and for which I was awarded 2 patents.
The task was to find a new way to bring in hold-out brands such as NorthFace, Adidas and Nike along with unique brands like Patagonia.
In 2014, Amazon set out to reinvent how customers shop enthusiast categories like Outdoors, Cycling, and Team Sports. I played a key role in envisioning and launching a new, highly visual shopping experience and several innovative features that scaled to 20 shopping categories across Amazon.com that outperformed our standard shopping experiences by more than 2%, and for which I was awarded 2 patents.
Using Design Thinking methodologies and a mix of qualitative and quantitative research, I collaborated with cross-functional teams—including product directors, PMs, developers, and creatives—to craft and refine these solutions. This work involved aligning stakeholders, presenting to senior leadership, and ensuring seamless execution at scale.
Impact:
The new brand-centric, highly visual redesign launched to 10 Category Stores, and succeeded in attaining hold-out brand selection resulting in +$36.7M OPS in 2015, +$108M in 2016, and est. +$143M in 2017.
The Home Authority Global Innovation Award winner, expressing “It inspires culinary passions both big and small with engaging imagery, advice from relevant lifestyle experts, and how-to recipe videos.”
02 HERO X-RAY
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We asked: How might we make technical shopping as intuitive and inspiring as a specialty store? Out of these sessions came bold concepts:
Hero X-Ray – embedding interactivity in aspirational imagery.
Product X-Ray – surfacing specs within product visuals.
Checklists – beginner-friendly gear lists.
Buying Guides – guided, educational journeys.
I shepherded these concepts through prototype testing, customer validation, and executive reviews. When we showed customers how X-Ray revealed gear contextually in lifestyle images, they described it as “fun” and “confidence-building.” That signal, paired with conversion lift, secured leadership buy-in for a highly visual, brand-centric approach.
After I finished the designs and prototypes, the developer assigned to Hero x-ray for launch was our summer intern, Ying. She rolled up her sleeves and got the development done before she went back to school. Intended as a proof of concept, Hero X-ray has already increased featured products views and department page revenue by 10%. Hero X-ray has now been rolled out to 20 departments from Sports & Outdoors to Musical Instruments and Furniture. Most importantly, customers have expressed their delight in Hero x-ray since launch!
After I finished the designs and prototypes, the developer assigned to Hero x-ray for launch was our summer intern, Ying. She rolled up her sleeves and got the development done before she went back to school. Intended as a proof of concept, Hero X-ray has already increased featured products views and department page revenue by 10%. Hero X-ray has now been rolled out to 20 departments from Sports & Outdoors to Musical Instruments and Furniture. Most importantly, customers have expressed their delight in Hero x-ray since launch!
HERO X-RAY FOR MOBILE AND DESKTOP
03 MOBILE FIRST
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For the mobile approach, I had to get rather creative about how to handle showing department navigation, hero lifestyle images, hotspots, and products with limited screen real estate. Being able to scroll past, put away, and open up features was key.
04 HERO X-RAY IMPACT
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After I finished the designs and prototypes, the developer assigned to Hero x-ray for launch was our summer intern, Ying. She rolled up her sleeves and got the development done before she went back to school. Intended as a proof of concept, Hero X-ray has already increased featured products views and department page revenue by 10%. Hero X-ray has now been rolled out to 20 departments from Sports & Outdoors to Musical Instruments and Furniture. Most importantly, customers have expressed their delight in Hero x-ray since launch!
PRODUCT X-RAY
05 PRODUCT X-RAY
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The success of Hero X-ray increased internal requests for a similar feature on product pages too. Research indicates that shoppers often gravitate to imagery for detailed product information. I wanted to craft a similar experience to help customers learn more about products from the image area, above the fold.
05.5 PRODUCT X-RAY IMPACT
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The new experience helps people find the information on the page where they actually look for it, and without adding to clutter or confusion, solving some of the top frustrations for millions of customers.
Product X-Ray is anticipated to reduced product abandonment to competitor sites and increase conversion by more than 15%. The core shopping team adopted ownership of the feature with intention to scale to merchant and seller tools and the core shopping experience team.
06 DESIGN AT SCALE
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The new brand-centric, highly visual redesign launched to 10 Category Stores, and succeeded in attaining hold-out brand selection resulting in +$36.7M OPS in 2015, +$108M in 2016, and est. +$143M in 2017. Amazon Kitchen’s implementation was The Home Authority Global Innovation Award winner, expressing “It inspires culinary passions both big and small with engaging imagery, advice from relevant lifestyle experts, and how-to recipe videos.”
AWARD WINNING VERTICAL STORE
07 STYLE GUIDE / OUTDOORS / VERTICAL STORES
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The guide covered all of the vertical stores. Each guide was tweaked slightly to accommodate the particular store such as Outdoors or Kitchen or Pets. Mostly just in the variation in photography. What I was most proud of with the Outdoor and Vertical stores was how many of the things I designed were Amazon first's and became mainstays on the Amazon home page.
