Amazon Brand Studio Redesigned
During my internship at iSoftstone, I led the redesign of Amazon Brand Studio, an internal asset management platform for Amazon internal creative teams. My responsibilities covered user research, wireframing, UX/UI design, stakeholder interviews, competitor analysis, prototyping, and usability testing.
SUMMARY
Our redesign resulted in a 30% increase in efficiency for our users.
Amazon Brand Studio is an internal DAM system for creative teams that develops brand strategy and marketing for Amazon's device offerings. I worked with our client and conducted user research and identified key problems in asset searching, bulk downloading, and content filtering.
We redesigned the platform with improved visual hierarchy and expanded viewing options to enhance usability, allowing users to easily manage their assets and download images in both grid and list formats.
As a result, bulk download times improved by about 30%, with users now able to download 15 assets in around 52 seconds, down from 75 seconds previously. This improvement not only made the user experience smoother but also enhanced reliability, helping users complete tasks more efficiently and with fewer delays.
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NEW VERSION
RESEARCH
What’s not working with current Amazon Brand Studio?
Over four weeks, I conducted three user interviews with Amazon Brand Studio users and 5 stakeholder interviews.
Based on in-depth interviews with Amazon team members, I created the user journey map below, identifying pain points in navigating the current DAM and uncovering opportunities for improvement.
PAINPOINTS DEEP DIVE
Users struggle to find assets due to the complex navigation and limited customization options
DESIGN GOAL
How might we redesign Amazon Brand Studio to simplify navigation and enhance asset viewing, downloading, and filtering options?
AFFINITY MAPPING WORKSHOP
Where are our opportunities to increase usability?
My PM and I conducted an affinity mapping workshop to explore ways to improve usability in three key areas of the DAM: the library, filtering, and downloading. We created an opportunity map based on user interviews and feedback, while also considering stakeholder needs, such as adding new features like feedback in the footer.
IDEATION
Visualizing solutions and assessing feasibility
I developed sketches and low-fidelity wireframes based on the opportunity mapping, implementing design solutions aimed at enhancing usability. Collaborating with the product manager, I evaluated the technical feasibility of various image grid display options, including responsive thumbnail scaling, list views for improved accessibility, and multiple download options to optimize user workflows.
DESIGN SOLUTION 1:
Download and filter assets in one click
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NEW VERSION
DESIGN SOLUTION 2:
See image details and metadata as you browse
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NEW VERSION
DESIGN SOLUTION 3:
Download what you need, the way you want it
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NEW VERSION
IMPACT
The redesigned platform showed significant performance improvements
As a result, bulk download times they were improved by approximately 30%, with users now able to download 15 assets in around 52 seconds, compared to the previous 75 seconds. This improvement not only streamlined the user experience but also reinforced reliability, allowing users to complete tasks more efficiently and with fewer interruptions.
Users also described the new interface as “easier to navigate.” Although the redesign was iterative, the adjustments successfully reduced user friction and improved usability.