Improving Fashion Retail

Amazon is transforming many retail sectors and fashion is no exception. My team at UXanimal has helped the Amazon Fashion group with several initiatives to improve the online clothes shopping experience. Our work helped customers find what they were looking for more quickly and increased their confidence that the items would fit. We also helped customers understand and use a new service that gives them greater freedom to explore new looks.

In response to the aggressive timelines for these projects, we performed an abbreviated and targeted research phase followed by rapid design iterations delivered as self-explanatory prototypes. These prototypes served to simultaneously validate the designs with business owners, enable user testing, and provide detailed specification to development. This approach led to an extraordinarily fast rollout of these features.