Amazon: Transparency

I led the UX design and research for a product serialization service that helps prevent counterfeits from reaching customers by identifying individual units. My focus was on designing customer-facing experiences for highly trafficked pages, such as the Progress Tracker, Search, and Detail pages, as well as brand-facing tools used by customers such as Samsung, Google, and Microsoft. Additionally, I designed internal tools for Transparency operations.

The team projected that integrating Transparency branding and messaging into the search and detail pages would result in increased purchases of Transparency-enabled products, fewer returns on these products, and greater customer trust. Additionally, by integrating Transparency functionality (scanning the Transparency code) into the Progress Tracker, the team projected that the customer scan rate would double.

In designing the Progress Tracker, Search, and Detail pages, I employed several techniques in my design process, which included:   

  • Lean canvas for brainstorming with the product manager  
  • competitive analysis   
  • flow charts  
  • static and interactive mock-ups
  • unmoderated and moderated user interviews and surveys (, Qualtrics) 
  • collaboration with multiple teams across Amazon to ensure compliance with high-quality design standards, accessibility guidelines, and obtain approval for iconography, and messaging

Through this process, I was able to create intuitive and effective user experiences that met the needs of both customers and the business.

View video highlights from the research
Walk through a prototype
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