Amazon Launchpad

The Future of Startups on Amazon

Launchpad is a program that helps Startups grow their business on Amazon. However, the process for on-boarding and managing Startups is very manual and labor intensive. This was a north star exploration around automating the on-boarding and program recommendation.

MY ROLE: UX/UI Designer

  • Project genesis and strategic direction

  • UX Flows, Information Architecture

  • User validation

  • Visual design compatibility with new Amazon brand

MY WORK: I worked with the product team to identify and prioritize issues, and created a prototype to test out ideas. I managed and implemented this design-led initiative.

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Opportunities

The Launchpad team was a small team of PMs, account managers, and tech with a large mission; To onboard and help innovative startups build their business on Amazon. I started by looking at all the touch-points an entrepreneur might have in their business to allow us to identify opportunities.

 

The current experience was largely manual and not scalable. We wanted to see how much automation was possible and desirable.

 

By talking to Account Managers, we found out what information was really important and made sure we gathered it in the application. The application process was designed into a simplified web form reducing Seller effort as well as Account Manager maintenance.

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We created a personalized recommendation program that would guide the seller through the Launchpad experience by themselves, therefore allowing the AMs to focus on the areas where they could be most helpful.

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I designed an intranet that both Launchpad sellers and Account Managers could use to facilitate communication. The goal here was to help both of these user types understand the Launchpad workflow, where they were in it, and what tools were available for them to grow their business.

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Amazon. One Brand.

Lastly, I worked with the Amazon brand team as we made a conscious decision to align more closely with the overall brand and brought about bringing the launchpad look and feel closer to the new brand standards.


Many of the ideas generated here were put into the backlog, however there was a major directional pivot which put a hold on this project.