I designed the Amazon Marketplace Style Guide for our global marketplace – all business types, user roles and for all contexts in one visual language.
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.
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.
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.
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.
Worldwide adoption was possible by exceeding pre-existing design and interaction standards across performance, visual/qualitative review, & usability.
This was one of the highest performing teams I've ever been a part of. We did legendary things and made epic memories.