AMAZON HANDMADE

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Gift Shop Brand Refresh I flagged data reflecting poor customer engagement with the Amazon Handmade Gift Shop. After studying the current CX and the associated challenges, I presented an analysis to secure approval. I holistically managed updating the customer experience through strategic concept development. I also owned wireframe development, photo art direction, and asset creation. I guided our agency partners on production, providing oversight of all localized graphics. The updated site resulted in increased customer engagement and OPS which exceeded our performance goals.

Quarterly Social Stories Handmade social engagement was lagging and we needed to bring compelling content to the top of our costumer touchpoint. I was responsible for creating all facets or story development for quarterly photoshoots that enabled us to speak to emerging trends in the handcrafted and artisan space. To do this I managed the project holistically, researching an building my photo team, planning for production and owning the budget and invoicing for all productions.

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Support Local Makers Campaign We heard from our Amazon Handmade customers that they wanted the ability to be able to “shop local” and easily find products that were crafted by makers near them. The challenge in making this customer experience come to life is that we had limited dev support, however I was able to source pre-exsisting widgets and reciprocal placements to successfully bring this idea to life. The solution allowed the customer to navigate to their region, filter down to their state level and easily navigate back to the main hub to explore more regions.
This campaign has been live for multiple years which gave me the opportunity to test many iterations and fine tune the layout according to customer data. One of the largest successes from this ability to test and quickly react was a reduction in abandonment rate from 13% to 1.2%.

Mother’s Day While on the Handmade team I owned all creative for events including wireframes, identifing opportunities to test, art directing the photography and building the assets. I also oversaw all production design for the localization of assets - Handmade is a world wide team and all assets were broken out into English, Spanish (MX, ES), French (FR & CAD), Italian and German.

Brand Book While leading all creative asset development for Amazon Handmade I identified areas for improvement around accessibility and general cohesion and with our presence growing and the brand becoming more visible it was imperative to build a style guide to share with our world wide internal partners as well as external agencies. Along with this brand book I also developed a design tool kit with specific textures, illustrations, color swatches and templates.

AMAZON HANDMADE

Trask

Amazon Back to School Campaign