Adding more value to Prime subscribers with In‑Home & In‑Car Delivery
The Goal:
Amazon’s S‑Team goal was to make the Prime subscription more valuable for customers; the charter was to expand Amazon services—cleaning, grocery delivery, etc.—and bring new smart devices to market like Amazon Ring
Amazon Key: App IA
As the founding designer, I helped conceive the App IA. This involved collaborating with different designers in the team who owned several verticals, collaborating with other orgs to understand how to accomodate their dependencies in the Key App, and uncover potential constraints. Finally I brought the design team together for a design sprint, where we took the different IA proposals I had to poke holes and identify the one that would scale somewhat seamlessly for the abstract product goals we had in mind for the future.
Bringing it all together
As a brand-new product, all the designers in the team contributed to build the foundational blocks of settings, design-language, design toolkit and edge-cases. Within this I took ownership of handling end-to-end Settings (Defining IA, Settings layout, components etc) and Motion-Design Language (Lock/Unlock Motion, Bluetooth connectivity, microinteractions).
Launch and After
The product has now transitioned to in-garage delivery and access control for Amazon businesses, all happening within the Amazon Shopping app. The Key app has been sunset though it was very well received for its design, mainly because the initial tests did not deliver the numbers that warranted prolonged investment. Amazon also began to dramatically scale back on it's iOT vision due to the competition in the space and to focus more on revenue driving businesses. This meant, the use-case for a unifying app like Key didn't exist anymore, and was unnecessarily complicating user experience. Either way, it was a great way to test a brand new vision and the present form makes it a great option for customers who have the pain-points around package theft.
