Summer 2023

Amazon

Brand Innovation Lab

Streamlining the iteration process for designers.

ROLE

UX Design Intern

TEAM

May 2023 - August 2023

1 Manager

1 Senior Interaction Designer

2 Interaction Designers

1 Design Technologist

TOOLS

Figma

FigJam

Asana

Slack

Quip

TIMELINE

What is Brand Innovation Lab?

Brand Innovation Lab is a team under the Amazon ACTS Ads team, that works primarily with clients to carry out campaigns. Some of their notable campaigns include the Jurassic Park Delivery (dubbed the “biggest delivery ever made”), VitaminWater Zero Sugar Flavor-Inspired playlists, and Coach Virtual Try On (which I had worked on this summer, launched late September).

Overview

During my internship, I developed a Figma library for use across BIL design team that includes the 10 most used layout components with the goal of creating design efficiency through the standardization of frequently used elements when building custom landing pages across mobile and desktop.

To do this, I researched and found patterns across the hundreds of campaign custom landing pages, interviewed designers on their workflow, created flows in Figjam, and designed components in Figma. I also had the designers test the components, and iterated on the results of testing. In addition, I worked on the Coach Virtual Try On campaign.

Key Takeaways

  • Simplicity is key: I was initially invested in creating complex components taking advantage of all the Figma component feature, however because the components would be used across multiple campaigns, they needed to be simple but not too complex that all the designers would be able to easily adapt them into their workflow, no matter the campaign.

  • I learned to work with a Design Technologist to adapt my designs to become developed halfpipe components for the halfpipe library for development.

  • I practiced working in a cross-functional team at a large company, and learned how to scale my project to be applicable to a larger scope.