Fire Tablet “For You” Page Refresh
The new “For You” page
Background
In 2017, the Fire Tablet team introduced the "For You" page, next to the Home page, featuring content such as weather, recent apps, personalized recommendations, photos, and local news. That year, personalized recommendations on the "For You" page generated nearly $1M in attributed sales—a strong start, but there were noticeable gaps in the user experience.
The design team took the initiative to refine the "For You" page, focusing on improving user engagement with the content and and further boost attributed sales. We also sought to modernize the overall visual design of the page to enhance the user experience.
My Role
I led the design team by providing creative direction for UX, UI, and Motion design during weekly design sprints. I presented our progress to the Design Director and product stakeholders, while also overseeing implementation by collaborating closely with the engineering team in weekly standup.
Impact
The new design provided the “For You” page a much needed UI refresh. The redesigned “Weather” widget eliminated the need for customers to open and load a separate weather app, reducing the friction in accessing content. While the updated "Continue" widget made it easier to distinguish between different content types and track the status of in-progress items. The redesign also optimized the page layout and information density, leading to a nearly twofold increase in weekly clicks—40 million in Q3 2018, compared to 22 million in Q3 2017.
