Reimagining The Next Generation Ecommerce Experience

In today's world, shopping online isn't just a luxury—it's what we all expect. When Amway decided they wanted to make their online shopping journey even better, they teamed me up with their in-house design experts.

Our goal was to create an online shopping experience that feels just right, no matter where you are in the world. We set out to design a platform that’s simple to use, yet captures the unique spirit of Amway for everyone, everywhere.

As the sole designer on this project, I played a pivotal role in driving its success. My responsibilities included seamless collaboration with Amway's design leadership, conducting and synthesizing research, and ultimately crafting the end-to-end user experience through innovative design and prototype delivery.

Additionally, I worked alongside a content strategist to develop a comprehensive digital content playbook, laying the foundation for the project's expected development in Q4 of 2023, with a planned launch in 2024.

The Visual System-commerce experience caters to two distinct audiences: Independent Business Owners (IBOs) seeking product details to communicate effectively with their customers, and individual customers looking to make personal purchases. To enhance the shopping experience, our focus was on creating a visually engaging interface that exudes friendliness, approachability, and relatability, resonating with both IBOs and their customers alike. By employing a harmonious blend of vibrant colors, intuitive layouts, and relatable imagery, we sought to evoke a sense of trust and authenticity, fostering deeper connections between IBOs and their valued customers.

To enrich the product story and captivate customers, our collaboration with the Content Strategist was instrumental in developing a formula that infused engaging content while proactively addressing anticipated customer inquiries. By crafting compelling narratives that highlight the product's unique attributes, benefits, and real-life applications, we aimed to create an immersive experience that sparks curiosity and fosters a deeper understanding of the products. This strategic approach not only empowers IBOs with comprehensive knowledge but also instills confidence in customers, leading to increased conversions and stronger brand loyalty.

In our pursuit to elevate conversion rates, we recognized the crucial role of PV/BV points in incentivizing IBOs to make more purchases. To optimize the shopping experience, we seamlessly integrated PV/BV tracking within the streamlined checkout process. By prominently displaying accrued points and potential rewards, we motivated IBOs to engage further, fostering a symbiotic relationship where increased sales not only benefit their customers but also unlock valuable rewards for the IBOs themselves. This harmonious integration of PV/BV incentives within the shopping journey became a driving force behind heightened conversion rates and, in turn, the overall success of the platform.