Amazon Launchpad
As a brand, Amazon Launchpad is growing, surprising, bold, and curious to its customers. The brand identity uses typography, bold colors, product photography, and inclusive design to convey the brand personality.
Applying the Style guide
Caitlyn worked with a content strategist, marketing managers, and the dev team to assure the storefront/launchpad met business specifications, but didn’t compromise on the customer experience.
For example, Amazon uses proprietary tools to maintain the storefront, but the tools are limited to simple layouts and minimal text. Caitlyn and the team innovated past these limits by building white space into the images and adding copy into the images. To comply with accessibility guidelines, font sizes were set for desktop and mobile graphics for legibility.
Before
After
Agile Design & Creative Wireframes
To iterate on the storefront, the team pulls metrics and proposes changes. Caitlyn prototyped these wireframes and worked with stakeholders to deploy these changes. The team is currently using a modular wireframe that reduces scroll depth, despite having many ingress points.
As the program goals changed, the Launchpad storefront developed to meet our goals. Originally, video content was featured above the fold to raise brand awareness and to explain our unique program. Now that Launchpad is better known within Amazon, the focus changes to customer conversion and supporting retail events.
Screenshots from Amazon Launchpad Q4 2021
