Amazon Mobile Homepage

Creating a personalized gateway for customers

Role: UX Lead Team: Product, Engineering, Content, Research

Old Amazon homepage side-by-side with the new design

Overview

The Amazon mobile homepage was uninspiring and overwhelming. Through research, we learned customers want to be welcomed to an inspiring shopping experience specifically tailored to their needs. Instead, the homepage was one-size-fits-all, showing the same deal and hero banner to every single customer. We had an opportunity to showcase a more delightful, customized experience for every customer.

Redesign Goals

Create a delightful and inspiring first-launch experience
Bring personalized content to the top of the homepage
Introduce more variety in content

Process & Experimentation

Screenshot showing sketches of different layouts

Starting with the hero, I deconstructed the top of the homepage to rethink how we greet the customer. This space was underperforming, yet had enormous potential for impact.
I sketched out different layouts for the hero section:

Multiple small heroes
A smaller hero area with shopping content below
A large hero with a scrollable card section

New Paradigms

As I experimented with each of these ideas, the design that most closely aligned with our goals was one that introduced a taller static hero with a set of horizontally scrollable cards—some personalized, some static.

I applied various campaigns and recommendation strategies to these cards to see how they would fit as I prepared to meet with internal stakeholders across Amazon.

Screenshot of cards showing shopping recommendations and static campaigns

Roadshow & Testing

I worked with teams around Amazon to both roadshow this idea and start to build consensus around it, and any standards that we’d need to update. These teams included Amazon Devices, Prime Video, Music, Kindle, Deals, Advertising, Holiday Events, Prime Day, Fashion, Personalization, and more.

I developed standards for the teams creating content strategies and assets for the homepage as this presented a pretty significant shift.

Screenshot of presentations and wiki content for how to develop campaigns on homepage

Lessons Learned from Experimentation

We ran qualitative and quantitative tests with customers, too. This feedback helped immensely as I developed a design framework that was built to last.

Users engaged naturally with both the hero and scrollable cards
Personalized cards performed best
Multiple slides in the hero were still needed for internal scheduling and testing

Animated GIF screencapture of the new hero & cards

Launch

The new homepage launched globally in 2021. We saw significant improvements across key metrics—interactions, engagement, shopping behavior, and revenue—while meeting customer and internal team goals.