Overview

I joined Amazon Fresh team as they were about the launch the service in New York and Philadelphia. I worked closely with the marketing team to address some of the new requirements and workflow changes that were needed for the launch, including the ability to scale to more than three locations and allowing customers to browse available products for their location without having to sign up for the Fresh memebership first.

Amazon Fresh launch in New York and Philadelphia

Redesigned home page to accomodate new locations and to be more visually appealing to Fresh customers though use of photography.

The original site required customers to select one of the three pre-defined locations. This approach was not scalable as Fresh expanded to more cities and multiple zip codes in each location. I redesigned overall navigation for the site to accomodate any number of locations and mapped all new customer flows that allow them to browse the products before signing up for Fresh membership.

Launch for New York also required adding a feature for customers to specifiy deli slice thickness, so I created new designs for a deli detail page across desktop, tablet, and mobile.

Amazon Fresh migration to Amazon.com

Amazon Fresh was originally built as a separate web site. In parallel with new city launches, our team also worked on migration of the Fresh site to Amazon.com. This required close partnership and coordination with many teams on Amazon.com because Fresh had some unique needs that were not available on Amazon.com such as large number of items in a cart, scheduling delivery for specific time slots, repetitive purchases of the same items, and frequent changes to orders.

Based on ongoing user research, I defined a number of user profiles for Fresh customers and assisted our researcher with usability studies.

As part of the migration, we re-styled the entire site to be more in line with design system for Amazon.com, and worked on desktop, tablet, and mobile designs in parallel to ensure customer can purchase Fresh items on any device.