Amazon re:MARS

Amazon re:Mars is an annual AWS promotional event focusing on the topics Machine Learning, Automation, Robotics and Space (MARS).

The site would be a hub for video content (a docuseries also available on Prime), live event streaming and articles.

For the creative direction we allocated 4 vibrant colours to the 4 topics and used these across the site as accent colours depending on where you are in the site.

We also used some topography patterns from moon craters which we used to accent backgrounds, image overlays and treatment of background images.

Using stills from the accompanying docuseries we could drop this imagery in to our promotional components to help promote links to videos and articles throughout the site. Having these assets to hand really allowed us to give each top-level page individuality and a visual thread to the final article or video page.

When designing the site UI toolkit we had some limitations around the brand direction as to keep an underlying Amazon aesthetic. Apart from primary fonts, some iconography and secondary colour palette we could push the brand quite far to give re:MARS its own unique look and feel. To help convey this we introduced designed a custom version of the Amazon font that we dropped in to header paragraphs.

A major feature for the site was to allow a user to watch the docuseries or live event and be offered up accompanying articles to read at relevant points along the video timeline.

Introducing this complex user experience gave us several options for execution which we needed to test to make sure we were getting the UX right and needed verification.

Having tight deadlines and the need for quick answers we conducted several guerilla user testing sessions using rapid prototypes which helped us quickly test, validate and adopt the successful concepts to bring in to the design.

This project stands out for me as something that tested my conceptual design skills, technical UI design ability and UX experience all at the same time.

BT - HALO

British Telecom was launching its revolutionary product for its B2B platform. HALO offers superfast broadband with an additional 5g sim connection for constant connectivity. Our squad was responsible for the design and implementation of the landing pages and purchase process as an MVP for initial launch.

A product like this needed an impactful design for the marketing pages which, on a typical user journey needed to become a functional, easy to use experience for the purchase and onboarding process, which could get complex.

Working in squads consisting of UI/UX designers, developers and researchers we could manage our sprints in a way that we could tackle the technical and creative aspect of this project whilst sharing knowledge from other squads to achieve our goal.

BT B2B had a good UI kit and component library in place and we had the opportunity to add to and evolve this where we saw fit. Spotting opportunities for improvement was done via user testing and A/B testing using Adobe analytics to validate our tests.

For example seeing a drop off in a user journey in the purchase flow of nearly 40% (desktop) 60% (mobile) meant we had an opportunity to improve. By testing some minor changes we managed to reduce this funnel by over half and see conversion improve.