Creative Direction
UX Research
Wireframing and user-definition
Art Direction
Amazon wanted to step out of the mainstream and into a more exclusive consumer's world.
Seeking out the attention of a pickier, more lucrative shopper, Amazon wanted to introduce new, premium marketplaces. Amazon approached my team to design the first of these: Amazon Premium Beauty.
Over 100 distinct components were created—each unique and new but also designed to fit into Amazon's current component library.
Key interactions and animations were prototyped in Figma and After Effects for testing and deployment.
Amazon Premium Beauty launched in 2022.
