Amazon One

Overview

I led the design of Amazon One, from research studies to designing for implementation. Amazon One now allows customers to enter, identify, and pay with just their palm, at over 900 locations across the United States.

Laying the foundation

Designing the core product experience

FOUNDATION

A quick and easy sign-up experience

I designed the core sign-up experience with the goal of getting the customers enrolled as quickly and easily as possible. Through rapid iterative testing, I improved the messaging as well as the device interaction. With a deeper understanding of the technology, I designed the flow to hide card-processing latency, enabling customers to sign up in under a minute!

FOUNDATION

Profile management

I designed an profile management experience for customers to add or update their payment method, link loyalty rewards, view their interaction history, and unenroll from the service. I worked closely with the legal team to provide the right level of information on the profile. The effort also involved working closely with Product and Legal teams develop a DSAR request experience for CCPA compliance.

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FOUNDATION

The Amazon One brand

I guided the branding effort by bringing the customer's perspective to the table, and contributed to the development of creative guidelines, allowing marketing teams to launch campaigns quickly.

Applications

Designing for Entry, Payment, and Secure Access use cases.

ApplicationS

Just Walk Out

Amazon Go was the first ever introduction of Amazon One to the world. I designed the entry experience to be simple, and effortless for higher store throughput.

Relevant articles:

About Amazon

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The Verge

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TechCrunch

Rapid iteration through field observation: At launch, I conducted field observations and identified visible customer confusion upon seeing only a logo at the gates. I iterated, and proposed a more visual entry screen as a solution using the "Show, don't tell" approach. Post-launch observations showed a significantly reduced confusion.

ApplicationS

Payment

I designed the payment experience with the goal of making it quick and easy for customers to pay, and apply their Amazon Prime discounts when applicable. Amazon One is now a huge part of the payments experience at all Whole Foods Market stores.

Relevant articles:

CNBC (Whole Foods)

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TechCrunch (Panera)

I drove an "Error Reduction Program" in partnership with the product team and I introduced a way for customers to fix their payment issues in-situation. The changes reduced the monthly payment error rate by ~1.2%.

ApplicationS

Secure Access for Enterprise

To support a different kind of customer, I designed a flavor of our entry experience for employees to "badge" in with their palm. Employees can use their badge when signing up, and just use their palm to enter their office building. The experience was launched at select Amazon office buildings, and is scaling out to other enterprise partners.

Relevant articles:

Forbes

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TechCrunch

Design systems

Developing the design language, and interaction framework

DESIGN SYSTEMS

One UI - Device Design System

I employed an atomic approach to build the One UI design system for device and web/app experiences. This included creating foundational elements like typography, iconography, and illustrative assets, along with developing animated assets following a “Show, don’t tell” strategy. The central design library is used by the design team to build brand aligned experiences, and serves as a single reference for engineering teams.

DESIGN SYSTEMS

Device Attention System

As part of the design language, I created Attention System, that outlines guidelines to use the device light ring, audio, as well as the display to provide customers feedback when interacting with the device. The Attention System introduced improved usability, and made the device more accessible. I was given an Award of Excellence for going above and beyond in developing the Attention system.

DESIGN SYSTEMS

One UI - Web and App

Leveraging the Material UI library, I was able to jump start the development of the OUI Web library. This enabled developers to reuse existing components, and customize them to align the Amazon One brand, thus cutting down the amount of time needed to build experiences.