― hero banner I designed for the UK Amazon homepage to redirect customers to the Prime Now website
Amazon Prime Now was created in 2014 and became the foundation for Amazon's ultrafast grocery and same-day delivery businesses. I joined its London-based team 3 years later and worked on brand, marketing and merchandising projects for US, UK, Germany, Spain, France and Italy. I also supported Singapore visuals for the first year after the initial launch.
My main role was creating digital graphics for the Prime Now desktop site and mobile app, Amazon main site traffic drivers, social media posts, emails but also additional print assets such as flyers, posters and direct mails. I was meant to be insuring a consistent brand position, traits, photography, tone of voice and colour accessibility throughout our platforms.
― hero banner I designed for the German Prime Now homepage
Prime Now utilised both custom photoshoots and composite imagery, but mostly the latter.
The brand angle was top down, therefore each product pack-shot was cutout, shown laying on a surface coloured with one of the colours from the brand palette, plus added dimension through lighting and shadows.
When compositing, the visuals was supposed to tell a cohesive story as if it was a photoshoot image, so in order to do that we usually included additional stock elements to the requested products to feature.
― banner I designed for the French Prime Now app
― co-op banner I designed for the UK Prime Now app
― co-op hero banners I designed for the Spanish Prime Now website
― Pancake's Day hero banner I designed for the French Prime Now website
AmazonFresh (fresh grocery delivery offered to Amazon Prime members) originally had a different look and feel but similar approach to product compositing. The background was white and the layout fixed to two columns, like the below:
― one of the desktop banners I created for AmazonFresh, on the US Amazon site
One of the main task of the Brand Design team I was part of was collaborating closely with the Marketing team of each country offering Prime Now services in order to provide the best customer experience (CX) through our platforms, and that was achieved especially through testing design with a targeted customers segment. For example, after understanding that the Spanish Prime Now customers were missing out on deals because they couldn’t actually spot them on the app, being the mobile graphic tiles all similar at first glance, the marketing team asked for a solution to better identify offers alongside evergreen content. I took on the role of Design Lead for this project and I landed on an 'offer badge' that would need to 1) not be disrupting the current design, 2) be consistent with other badges used across the Amazon platforms, and 3) be easily integrated in the tool that the Marketing team was using to create everyday graphics for the app.
― across Amazon.com, bright orange and lime green were the two colours already used for badges
― mockup of the Prime Now app with both offer badges
From the test results the Marketing team concluded that the red coloured badges had a better performance in terms of engagement, but after consulting with the UX (User Experience) team we recommended against the red colour because of the common association ‘red = issue’, hence globally we would have been moving away from it and prefer green instead.
Unfortunately I don't have any more updates on this as it was one of my last project before leaving my role in 2019. Moreover, not long after I left, Prime Now website and mobile app have been discontinued as standalone offer and instead consolidated (together with AmazonFresh and Whole Foods Market and other third-parties) on the main Amazon website and app to streamline and simplify the company's services.
