Managed, art directed, designed and set high standards for seasonal lookbooks and gift guides across Amazon Fashion from 2011-2016. Highlights and best performing features included Mother's Day Gift Guide, Valentine's Day Shop, Holiday Gift Guide, Women's Swim Shop, and Halloween Costume Shop.
The process of planning out a site feature would require myself (or my design team) to work closely with site merchandising and marketing team to first map out the overall UX flow for a given experience; this would include click through, widget recommendation and product discovery. Often times, learnings from previous years would drive much of the decision making. I would then provide input on the product selection to the fashion office, direct my producer on specific planning details, and oversee the photoshoot. Working together as a larger fashion team, we would then determine where related feature placements would appear via various on-site (Amazon.com) and off-site (Email, Social Media, Digital Ads, etc) channels to gain the most clickthrough leading to customer purchase.
Role: Art Direction, UX Visual Design
The Swim Shop
Kentucky Derby Shop
Valentine's Day Gift Guide
Mother's Day Gift Guide
Halloween Shop
Color-Themed Shop
