Background
Amazon Prime caters to more than 250 million customers worldwide, making consistency, efficiency, and scalability essential for delivering digital experiences.
This initiative aimed to streamline design and development processes, create consistency across Prime products, aligning the brand's visual language and customer experience across all touch-points in 24 marketplaces globally.
Process
Prime branding refresh and design system library
I led a multidisciplinary team of designers, developers, and writers to create a scalable design system in 6 months.
The project began with a comprehensive audit of the company's existing design patterns and development workflows.
I spent a month observing and drafting a document outlining the design and implementation plan for the library, including headcount requirements and strategies aligned with Prime's branding that was going through a significant branding refresh for the foundational elements.
Impact
Giving peace of mind to millions!
With the research phase complete, I moved on to defining the core principles that would guide the atomic design system.
Atomic design breaks down interfaces into smaller, reusable building blocks, called atoms, molecules, organisms, templates, and pages. This modular approach is ideal for scaling design efforts across a large organization such as Amazon Prime.
I organized our UI elements into three key Figma documents in order to be managed effectively, including Foundation, Baseline and Complex libraries.
Future Proofing
Thanks to our foundational design tokens, that my team and I developed, we ensured a cohesive look and feel while allowing for easy updates and customization, and of course... theming!
Theming allowed us to maintain a unified look and feel while accommodating specific campaign needs, and every piece of communication felt both unique and part of a larger whole.
Result
Built the first-ever dedicated Prime design system library of components and patterns.
This library created consistency across Prime products and services, aligning them under a cohesive visual and experiential framework.
The success of the system was demonstrated through a 40% reduction in time-to-market for new features and the resolution of critical accessibility concerns, resolving 147 accessibility audit tickets. This proactive approach prevented potential legal or ethical challenges and ensured that Prime's digital interfaces were accessible to all of our customers.
