Fire Tablets – For You

I led the strategic end to end redesign of the Home experience on Fire Tablet for Amazon, specifically focusing on the For You content discovery experience. This is the home experience on all Fire Tablets, shown when a user swipes to the left of the main app grid. The old version was outdated, visually overwhelming, and generally irrelevant to users needs and preferences. The new version completely revamps the experience, surfacing content that’s highly personalized, relevant, and compelling to users. I worked directly with executive leadership in design, product, and engineering to fully redefine the Fire Tablet experience at a platform level. User research and metrics were comprehensively measured and tested in the new experience and old, with massive improvements in engagement, satisfaction, and monetary impact, reaching tens of millions of users worldwide.

Complete end to end product design from vision and workshopping, Research, to IA, to wire flows, to wire frames, to low fidelity, high fidelity, and final specs with detailed notation and developer handoff. Extensive collaboration across disciplines to establish pragmatic content pipelines, new design systems and templates, and branding / motion.