Amazon homepage Redesign + Heroes

For various campaigns, Amazon teams can secure Homepage placements on the /amazon page. These placements are highly visible and provide a great opportunity to drive more Amazon users to specific landing pages. In 2024, the Homepage team decided to update the layout of the mobile experience, establishing net new placements called Window Displays (WD) and changing the tech strategies. I partnered with North American Stores (NAS) Marketing, Homepage, Shopping Design and tech stakeholders to work through building a deck representative of the new experience that would be shared with our orgs Senior Vice President.

Redesign

Through 5 weeks of daily stand-up meetings with Homepage and marketing partners, multiple rounds of reviews with Shopping Design and Homepage leadership, I successfully built the deck presented to the SVP. I designed the WD assets for Holiday that ran for a small subset of customers alongside the original mobile heroes, with NAS top single creative displays reaching 25% CTR vs 9% average since launch. I also provided WD and mosaic guidance to the broader NAS creative team as they kicked off these new placements across events and programs and continued to partner with marketing to work through tech issues across all NAS WDs post launch.

Design approvals

My Homepage design work extends to approving creative campaigns for NAS seasonal events for Homepage launch. There is a small subset of people within my org who can review and approve creative to run on the Amazon Homepage and I review all assets from my team prior to delivery to our marketing and merchandising partners. This approval process ensures all Amazon Homepage guidelines are followed and empowers teams to police their own work.