Working on it! 🎨👷🏻♀️
I re-joined Amazon as a full-time employee starting June 2024. This page will continue to be updated with published work in my new role as IXD.
Amazon
I re-joined Amazon as a full-time employee in June 2024. In my short time at the company, I have already worked across multiple business units, supporting major multi-million dollar product launches and pioneering new initiatives throughout the organization.
My current team is the Scaled Innovation Program, or SIP. This is a newly implemented team responsible for scaling successful components and features developed within the Brand Innovation Lab (BIL). We work closely with design teams, user experience designers, and product managers to scale popular and highly engaging elements. This allows them to be easily accessed by advertisers of all sizes through the self-service store builder.
Beyond my core team responsibilities, I have also volunteered to support multiple other verticals, including travel and automotive, as an IXD. I have worked across Amazon's .com platform, Fire TV, and other channels to bring exciting and inspiring content experiences to millions of customers.
Year
2021 | Present
Role
Visual Designer, Presentation Designer | Interaction Designer (IXD)
Tools
Adobe Creative Suite, Figma, Figjam, Keynote
Project
Expedia Content Connections
The Expedia Content Connections campaign brings customers closer to 'set-jetting' dreams, allowing them to search hotels directly on Amazon in the destinations featured throughout Italy in PV's new series 'The Pasta Queen' with Nadia Caterina Munno. This experience builds on an earlier phase of the campaign that featured Expedia-branded destination guides and watchlists of Amazon shows and movies set in locations like Los Angeles, Portugal, and Morocco. This work empowers customers to immerse themselves in the worlds they see on screen, demonstrating the kind of innovative, user-centric projects I'm passionate about delivering.
Time
2 months
Role
Interaction Designer
Tools
Adobe Creative Suite, Figma
Research
Exploratory research was conducted on various approaches to travel ideation. This was a novel online experience for Amazon and the broader retail industry, as they pioneered the integration of travel booking as a cross-platform partnership within a retail website. Due to the pioneering nature of this initiative, there was limited competitive research that could be leveraged.
Findings
Nearly two thirds (64%) of all travelers report they’ve been inspired to travel to places they’ve seen on screen, a trend known as “set-jetting” that’s expected to continue through 2025 and beyond. (Source: American Express)
The journey from dreaming about a trip to booking it is a lengthy process with American travelers visiting up to 277 web pages in the 45 days prior to booking. (Source: Expedia study)
Learnings & Results
Since launching the "crawl" phase, which features Expedia-branded destination guides coupled with watchlists of Amazon shows and movies set in Los Angeles, Morocco, and Portugal, the campaign has reached 61M people and drove 43K bookings on Expedia.com.
Users are interested in an ingress point that exists within their favorite media and will take action to journey off of that platform to another screen.
Partnerships can exist outside of the same vertical and can be even more impactful when combined.
Project
Amazon Music Social Media
I was contracted by Amazon to aide with design initiatives for their new music subscription service. This involved creating the Podcasts logo, developing presentation materials, and crafting compelling social content.
The goal was to build an engaging online presence that resonates with the target audience, especially Gen Z. We wanted to be inclusive of genres and attract new fans. The social initiative aimed to connect with users by creating content that celebrates their individuality and showcases the exceptional qualities of the music, like high-definition audio. The intent was to craft relatable, energetic posts to pique the interest of Gen Z and draw them to the platform.
Time
4 months
Role
Visual Designer
Tools
Adobe Creative Suite, Figma
Research
As I conducted research on competitors like Apple, Spotify and Tidal and Pandora, I took notes of the design, user interface and unique branding.
Findings
Brands offering a seamless, user-friendly experience and a distinctive brand voice aligned with customer values attracted consumers. Enticing offers and a diverse music library played a crucial role in enhancing consumer satisfaction and loyalty.
Understanding these preferences, including the significance of ease of use, unique brand voice, attractive offers, extensive music selection, and customer loyalty, is crucial for businesses striving to establish a strong and loyal customer base.
New Music
Capturing Shortened Online Attention Spans
Amidst the ongoing shrinkage of online attention spans in today's fast-paced digital landscape, I strategically embraced a vibrant and concise approach to effectively capture and maintain audience engagement.
User Engagement
Making Users the Heart of the Platform
In an effort to center users at the core of our platform, I developed a specialized template that showcases user responses to questions we previously posed on social media. This feature is designed to ensure that users feel valued and integrated into the brand experience, extending beyond advertisement.
Pregnant Drake Emoji
Developing a Youthful Brand Voice Through Humor PT I
In an effort to engage users, I reimagined the current socially relevant culture phenomenon surrounding Drake's latest album release, which prominently featured the Apple pregnant emoji. Instead of replicating the existing buzz, I chose to infuse Drake's persona into a comedic narrative, aiming to create a viral moment that would resonate with his audience.
Text Converstion
Developing a Youthful Brand Voice Through Humor Pt II
In order to further cultivate a youthful brand voice that resonates with the current demand for a lighthearted and comedic approach to branding, I opted to utilize a text conversation between the podcasters. This approach effectively showcased the humorous and witty nature of the podcasters, aligning perfectly with the desired brand image.
Match The Lyrics
Revamping the Brand Experience with Interactive Content
In our ongoing mission to elevate the brand experience to a new level of interactivity, I took on the challenge of designing an Instagram template for a "Match the Lyrics" game. The goal is to grab users attention and encourage them to engage with a promoted artist or song by listening to the music.
Learnings
• Highlight pop-culture moments
• Interactive social media posts
• Highlighting the user themselves and their voice
• Offer a unique value prop that entices users
