Amazon Publisher Services DB5
Full-scale information architecture redesign of Amazon's suite of cloud services that bring high-quality solutions to external ad publishers. Customers can easily improve revenue and decrease latency with our cloud-based marketplace, improve earnings with one simple cloud header bidding integration and explore how their audience engages with Amazon using aggregate shopping data. The original system did not manage or support the frequency or complexity of customer inquiries or provide the tools to automate manual, repetitive tasks or encourage building consulting relationship at multiple levels.
My role was to partner with another designer to break down and rebuild the suite's structure to improve these areas where the current system was lacking (journey map), while diving deep into our customers and their needs (personas, user studies). We also conducted audits of our industry competitors (competitive audits) and designed with Amazon best practices in mind (design guidelines) to bring Amazon's open and inviting brand to this once monotonous forefront.
The impact was the suite launching in Q4 of 2017, with our new Ad-Tech focused designer finalizing the designs and adding additional products. We've seen a growth in conversion rates, increasing the number of publishers in Unified Ad Marketplace (UAM).
I developed prototypes throughout the early design stages to test different navigations. Once we had a strong direction, we used prototypes to test the new experience with current customers.
Wireframes, made clickable through prototyping, were the basis of the information architecture redesign and flow improvements. We used these explorations to validate our hypothesizes around the organization of information for customers trying to compete tasks as quickly as possible. They helped us form an understanding of the complexity of these tasks and where we can simplify our structure to benefit our customers the most.
On the left is a wireframe, on the right, the design is more visualized.
Our team worked closely to identify the roles of our user base, using these personas to walk through our proposed IA improvements, site map, and journey flow.