Amazon
My Magical Potion gallery redesign increased CVR by 21% and contributed to a 10% uplift across all listings.
The challenge was to redesign Amazon Gallery assets to reduce key consumer tensions, specifically around understanding product usage, clearly communicating value, and building trust, while improving conversion (CVR) and adapting to the communication style of the new Amazon Marketplace Manager.
Insight: Analysis of customer reviews highlighted a gap in clarity around product usage and outcomes, reducing trust and preventing users from committing to purchase.
Process: Worked with the new Amazon Marketplace Manager to understand how he wanted to work moving forward, and to collaborate on ideas. I created draft concepts, gained feedback, and refined final designs with the copywriter.
MAGICAL POTION
Constructive feedback: After the Senior Designer gave feedback on the text legibility, I increased the background contrast to improve visibility and accessibility.
MAGICAL REMEDY
Problem-solving: The second gallery image needed to reinforce the product’s impact after the hero image, so I focused on showing both usage and results. As existing assets showed application but lacked the end result, I worked with AI to create a stronger visual.
THE TOUCH IRON
The challenge was refreshing the Amazon A+ content while adhering to brand guidelines and applying new brand assets, establishing a scalable template for future page designs.
Insight: Consumers need to immediately understand Cloud Nine’s differentiation to key competitors such as ghd.
Process: Collaborated with the Amazon Marketplace Manager to define the initial direction, then developed multiple mobile-first design concepts independently. Presented ideas for feedback, refining the work through multiple reviews until reaching the final design.
