AMAZON
Revolutionizing How creators Discover, Create, and Monetize
The Opportunity Space
As the creator economy matured, influencers began demanding more sophisticated tools that could match their growing business needs. Our user research uncovered a critical inflection point: influencers who could effectively leverage data were growing revenues 3x faster than their peers, but only 16% felt confident in their analytical capabilities. The opportunity lay in democratizing these capabilities through intuitive tools, transforming the platform from a mere utility to an indispensable business partner that could anticipate needs, suggest optimizations, and remove friction from the value creation process.
My Role
UX/UI design, research, usability testing, A/B testing, Dev QA and enhancement, create components that align with Amazon brand while staying unique for the creator design systems
Metrics
Feature query rate
Content creation growth rate
Satisfaction survey and feedback
Impact
By leading continuous user research cycles and implementing an evidence-based design approach, we increased content creation rates by 24% in the first quarter of testing, projecting a 13%+ revenue increase in phase 1 alone - representing approximately $5B in potential annual sales growth.
The SolutionS
I collaborate with five different product managers on a strategic and holistic approach to empower influencers through technology, focusing on five key initiative areas:
Enhancing AI Assistant Capabilities: Expand AI assistant to assist influencers with inspiration, analytics, and content creation.
Optimizing CRM Experience: Streamline high impact influencers workflow
Dashboard Evolution: Creating intuitive data visualization tools and a searchable deals hub to accelerate creator workflows
Continuous Feedback Loop: Through bi-weekly creator surveys, identify pain points and opportunities for ongoing improvement
Solution 0.1 - AI assistant
Our current AI assistant provides basic FAQ support, but we have an opportunity to dramatically transform its capabilities by implementing generative AI that enables influencers to access deeper, more contextual insights about their performance.
Imagine an intelligent assistant that goes beyond static responses, offering dynamic, personalized analysis through natural language queries. For example:
- Comparative performance analysis across years
- Detailed insights into earning trends and potential growth opportunities
- Proactive recommendations for future strategic improvements
By leveraging advanced generative AI, we can create an intelligent tool that acts not just as an information repository, but as a strategic partner for influencers, empowering them with actionable, data-driven insights at their fingertips.
Solution 0.2 - High Impact CRM toolS optimization
Redesigned core workflows for an influencer platform by prioritizing high-frequency tasks and applying systems thinking. Collaborated with PM and engineers on UX flow diagrams to align implementation and scalability.
Result: 24% increase in content creation rate.
Used a data-informed approach to identify high-impact influencer tasks, streamline workflows, and reduce friction across the user journey—resulting in a more intuitive, efficient, and enjoyable platform experience.
Solution 0.3 - Deals hub
Deals Hub provides:
- Visual product galleries
- Advanced filtering
- Personalized deal recommendations
- Sortable views
- One-click application process
Our research revealed creators spending up to 7 hours weekly scrolling through basic Excel lists with no visual references, making it nearly impossible to quickly identify relevant opportunities that matched their audience and content style.
During our first week of testing, 14,000 users actively engaged with the platform, demonstrating the urgent need for this solution. Early metrics showed a 60% reduction in time spent searching for relevant deals.
Continuous Feedback Loop:
Understanding influencer satisfaction and gathering actionable feedback is essential for continuous innovation and adapting our program to evolving needs.
We conducted an A/B test to identify the most effective and least disruptive placement for our tools, ensuring we optimize the user experience while maintaining program effectiveness.
Result: Improved satisfaction from 67% to 72%, while uncovering actionable insights into users' needs and identifying useful tools for content creators.
My design process
Understanding the world of the Creators
“Help me make an idealist that is quick, relevant to my audience, and has good deals.”
Zoe Ovard
“I have a lot to do! I want to make the most money with the least effort for each piece of content I publish.”
Derik Lee
A comprehensive journey
I developed a comprehensive end-to-end journey for influencers using our empowerment program. This process allowed me to identify areas for improvement. The journey map highlighted user needs and opportunities, particularly at the consideration and loyalty stages of the customer journey. Consequently, I focused on these stages during the design process to enhance the overall user experience.
Behind the Scenes: A Day in the Life of an Influencer
Being a beauty product influencer involves a lot of hard work, creativity, and dedication to maintain a strong and authentic connection with their audience. A day in the life of a beauty product influencer is often a blend of creativity, strategy, and engagement. Here's a glimpse into what their day might look like.
