Create a net new landing page for our Amazon Ad customers to access to download the Amazon Photos app
Art Director: Sari Cross
Tools: Photoshop, LEGO (Amazon's Web Builder)
Deliverable: 2 Mobile + desktop pages and image creations for each
Create and differentiate the Paid Search landing pages from the Amazon Photos homepage to gain new customers and promote Amazon Photos brand recognition.
Stakeholder Requests:
Elaborate all of Amazon Photos features while promoting a simple call to action. Their main goal was for the customer to download the app and also understand the different services the app offers, the why behind a customer wanting to get the app.
A straightforward, on brand experience, and layout that allows for customers to immediately download or review why Amazon Photos is the best choice to store your memories
My two main stakeholders were great at giving an overall idea of what they were hoping to feature, the type of copy, and layout they thought would be great. Understanding their wants and motives visually was a nice jumping off point, but there was more work to do for our customers
The customer experience is first and foremost at the top of my mind. Understanding how they get to our page allows me to gather incorporate information that is imperative to their downloading experience.
Since we were gathering generic search customers and internal onsite traffic customers onto this page, being able to identify concise language and visuals that elicits but also educates people on various search journey's was important
My leadership was VERY keen on depicting an experience similar to that of Amazon Music but still considering our brand. I made sure to look at other organizations in Amazon and our own page to help inform what may be the best step for Amazon Photos in particular
After researching and understanding the needs of the stakeholder and customer, it was time to wireframe.
To help our stakeholder visualize their wants, I made an exact replica of their given layout and showcased why it wouldn't work especially for mobile. With all of us on the same page, I was able to explore more concise options.
Amazon Photos went through lots of change and that left its brand a bit ambiguous. To help with this, my recommendation was to follow the new Amazon Photos App update theme and colors. My thoughts in doing so would allow for a stronger brand language and consistency between our marketing web-pages and the apps UI.
Since this was my first 'big' project at Amazon Photos, I learned so much about the software, systems, and resources available to me. Navigating our web-builder and creating the best solution for what it could achieve, I was able to be savvy and make a more interesting, informative, and on brand experience for our customersWith immediate call to actions above the fold, condensed copy and video for our customers, and easy visuals for navigation.
This page was able to accumulate 2.1K customers via the Mac experience (25.1% conversion rate) and 1.3K via Windows (6.8% conversion rate). These new acquisition numbers have contributed to 22.8K Yearly Engaged (Newly Engaged + Re-Engaged) between 1/17-2/18at a 39.2% conversion rateproving the landing page re-design has been successful in acquiring net-new customers and re-engaging our core existing audience who are likely continuing to access this landing page through their sessions via Desktop
