Unified Product Portfolio
The Goal
Raise the bar on Amazon Kids’ visual design through a cohesive end-to-end product strategy. Deliver devices that are fun for kids to use, appeal to parents, and communicate the Amazon Kids Brand tenets.
Key Outcomes
Kids Edition Tablets, Echos, and Kindles continue to develop and apply a unified design language in software, case, and hardware design. The strategy is flexible enough to adapt and evolve to support new products added to the Amazon Kids line each year. The business continues to invest in kid-directed design because they are the best-selling Amazon Kids products. The Rainbow, Tiger, and Panda Kids Edition Echo are best-selling devices that sold out inventory before Christmas. The illustrated Kindle Kids Edition cases outsold solid cases by over 50% and also sold out for holiday.
“My boyfriend bought it for me. To be honest I’m a grown women and I know this is a kids echo dot 4GEN but I love pandas 🤍🖤🤍🖤”
“Happy Tiger boy! My older son loves tigers and when I saw I could upgrade his echo Dot to a tiger it was a no-brainer!”
Background
The Amazon Kids product offering has evolved since the introduction of the first Kids Edition tablet in 2012. As the number and types of products have grown in complexity, a design strategy for the portfolio was needed to quickly communicate the benefits of Amazon Kids products and services. I achieved this goal by leading a team to develop a visual design language that unified the color palette, backgrounds, icons, and illustrations, across software, services, and devices.
Roles & Responsibilities
Evangelized to leadership the benefits of investing in the development of a kid-directed product ID portfolio by leveraging sales and customer feedback data. This work has directly led to the expansion of the number of custom kid-directed devices launched. The success of my work has also led to the autonomy and ownership I have to develop kid-friendly devices.
Engaged Senior Design Lead, Research, and Product Managers, Marketing, Lab 126 ID Team, Product, Operations and Manufacturing Engineers to launch Amazon Kids devices, software, and services.
Identified opportunities to improve Amazon Kids product design through customer feedback and research studies.
Conducted Research through writing briefs, engaging vendors, providing feedback on study design, and leveraging results to communicate design strategy to leadership.
Used customer inputs to develop a design strategy and approach to product ID design.
Wrote documents and presentations for leadership to review and drive approval of product ID design.
Worked closely with the ID Team and Manufacturing to ensure that the final design concept is realized to the highest standards.
