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Self-service Ordering Portal Redesign

Company

Amazon

My Role

  • UX Design
  • Design audit
  • UI, Visual Design
  • Copywriting + UX Writing
  • Information Architecture

Other Team Members

  • Marketing Manager (Main stakeholder)
  • Product Manager (Main stakeholder)

Summary

Amazon Incentives was in need of holistic refresh in lieu of minor incremental changes to the UX on various touch-points for the product.

As the homepage was redesigned, I did a speculative re-envisioning of the ordering portal based on discussions with the product manager about problematic information architecture, visual hierarchy, and content.

The new design is one we could extend to the remaining parts of the Incentives experience.

Final Design


Final design of gift cards landing page

Background and Discovery Info

This part of the business has a dense backlog of projects that had several false starts due to limited UX headcount and limited technical knowledge when it comes to building or publishing digital products.

Moreover, there is severely limited SDE headcount for making bigger changes to the UI and functionality. So, where could we focus our efforts to improve the experience?

Old Design

Desktop

Before state of gift cards landing page

UX Challenges

  1. Pages owners are risk averse. Attitudes around daring changes remain stuck in the past.
  2. The UX Design Team is treated more as a service than strategic partner.
  3. There's no existing strategy for the UX, CX, or content. Additionally, there's no urgency to take a holistic approach to product building.
  4. The mobile or tablet experience is not one the business cares about or wants to understand.
  5. Page owners add content to the page to fill in the empty white space instead of disclosing information when and where it's useful.

UX Approach

  1. After the initial discovery phase, I completed a design audit to document the UX friction points.
  2. I aimed to bring to the forefront already existing tools and information that were otherwise hidden beneath a confusing information architecture.
  3. I removed redundant navigation elements, removed graphics that don't help make grouped elements self-evident, and updated the text to be legible and accessible.
  4. I updated the art direction, making it more airy, approachable, and a little fun, aligning with the recent homepage redesign.

Final Design

Full view of desktop experience of redesign of ordering portal

Contact Me

email kmbutlerx [at] gmail.com

KM Butler Copyright 2013 - 2025

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