Amazon Fresh
What It Is
Most Americans still feel more comfortable traveling to the grocery store to do their shopping, while in England it has become quite normal to shop for food staples online and have them delivered to the doorstep. Amazon is trying to bring that habit, comfort and ease to American consumers, through Amazon Fresh. Fresh has been steadily expanding into more markets over the last several years and while the original Fresh website existed separately from Amazon.com, the need to make it more visible, and leverage the might of Amazon.com created the need to migrate Fresh to the mother site. I joined the team on the home stretch to bring this multi-year project to fruition, owning the Search & Discovery experience.
When I Did It
2015-2016
What I Did
I worked closely with product managers to put the finishing touches on features that were migrating from fresh.amazon.com to amazon.com, and designed features to make Fresh visible to customers on amazon.com, including placements on the gateway and edits to the global navigation bar. At the same time, I was designing forward looking features for post-relaunch to improve search and discovery through mobile friendly product titles, improved search and browse, grocery lists, product substitutes, and perishable product reviews.
How I Did It
Monitor and update UX issues in ownership areas migrating from fresh.amazon.com to amazon.com, with product managers and developers
Define new opportunities for Search & Discovery UX
Develop customer use cases
Design customer flows and wireframes
Leverage existing interaction patterns and propose new ones
Deliver specifications to developers
Monitor customer metrics
Rinse and repeat
