it's all in the details
Visual Product Information Redesign
Problem
85% of shoppers prioritize visuals, but Amazon’s image galleries were cluttered and duplicative. Customers found competitor photos more helpful, and immersive features were underused.
My Role
As design lead, I reframed the product detail page around visual-first shopping:
Advocated for a layered design (Reel + Pull Sheet).
Positioned visuals as a trust driver by integrating authentic creator and customer content.
Aligned stakeholders on a roadmap that balanced visual richness with Sponsored Products revenue.
Execution
Designed vertical “Reel” prototypes and pull-sheet interactions.
Ran usability tests validating that customers navigated images → details intuitively.
Created sticky “Buy Now” and “Add to Cart” patterns for purchase confidence.
Outcomes & Impact
Vertical scrolling immersive view experiment → $282M revenue, +9.1M units sold.
Usability testing confirmed customer preference for visual-first layouts.
Elevated design maturity: team shifted from feature tweaks to layered system thinking.
Strategic Takeaways
Meet customers where they start: visuals are the entry point.