As Creative Director of Amazon Marketplace, I governed design standards & A/B testing across 11 Marketplaces worldwide. My time leading design contributed to an additional $783M in revenue.

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One Global Marketplace

I designed the Amazon Marketplace Style Guide for our global marketplace – all business types, user roles and for all contexts in one visual language. 

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Consistent & Accessible Design

My goal was to establish trust with all new customers with updated branding. Also, I designed a consistent experience that followed WCAG compliance for web accessibility. Colors and text met a contrast ratio of at least 4.5:1.

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Stories Of Entrepreneurship

Working with the Head of Marketing, I led the design for a digital campaign focused on the stories of sellers.  This drew over 23.5M visits to Marketplace, a 10% increase over the previous year.

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In 2017, our greatest A/B lift was a text string change on the call-to-action button, not the visual design. So, I had license to push minimalist design as far as possible.

 

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285 A/B Tests For 2018

I validated my style guide hypothesis with the testing team in Europe, Mexico, Canada, Japan, India, & North America. I ran quarterly worldwide governance to update our statistically significant results through a 5-point checklist.

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Worldwide adoption was possible by exceeding pre-existing design and interaction standards across performance, visual/qualitative review, & usability.

Results

23.5M

1.2M

500+

$783M

Site Visits

New Sellers

Stakeholders

Additional Revenue

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Work Hard Have Fun

This was one of the highest performing teams I've ever been a part of. We did legendary things and made epic memories.