Amazon Lists North Star Vision
Lists Vision CX demo sample. Scroll down to see more.
Background
Amazon List, a 20+ year old product, had evolved into a platform with fragmented experiences and numerous outdated, little-used features. The tech stack was aging, and the customer experience cumbersome. Originally designed as a tool for customers to save items they wanted to revisit, it was at risk of becoming a dumping ground for content from various teams across Amazon, making it harder for customers to find what they'd saved.
At the core of the issue was the absence of a clear, inspiring, customer-focused vision to guide and align the cross-functional team. The VP of Amazon Shopping challenged the team to create a compelling vision for what an exceptional Amazon List customer experience should be.
My Role
As the UX Senior Manager, I brought together the cross-functional team (Product, Engineering, and Design) in collaborative workshops to clearly define and align on the key customer problems we needed to address. I then led brainstorming sessions to generate a wide range of think-big, customer-focused ideas.
I developed and owned the overarching strategy for the vision, leading a team of UX designers to translate it into compelling user stories and UX designs. I provided creative direction throughout weekly design sprints and brought the end-to-end customer experience to life through animations. I also directed the final presentation of the vision, which I presented to the cross-functional leadership team and the VP of Amazon Shopping.
Impact
I revitalized an aging team and its product, instilling new energy and optimism within the Amazon Shopping leadership by delivering a Design-led, customer-focused North Star vision. Through this process, I showcased the impact of a Design-led approach and demonstrated the strategic leadership that Design brings to the organization.
This vision defined the team’s 3-year roadmap and was instrumental in attracting top talent as the Engineering team underwent rebuilding. As a result, the team successfully tested and launched its first feature, "2-ways to save" (detailed below), within just 3 months of establishing the vision—a record for Amazon Shopping, leading to 6% lift in customer engagement and $37M increase in annualized conversion.
A powerful “compare” feature in Lists to quickly evaluate your options in one place
An “auto-archive” feature that hides purchased items from the active list view
Easily save items as you shop
Adopt short-press and long-press interaction pattern to support both casual users (85% Lists users maintain one active list) and power users (15% maintain multiple lists).
