Amazon

As Lead Designer, I was responsible for shaping the end-to-end experience across all touchpoints, from early discovery through to dealership interaction and final customer takeaway. I developed user flows that connected each stage of the journey, ensuring continuity and reducing friction as users moved between devices and environments. Wireframes were used to establish structure and interaction patterns, followed by high-fidelity designs that aligned with both Amazon and Cadillac brand expectations. The design challenge centered on consistency across diverse platforms while allowing each touchpoint to feel native to its context. This included designing for Prime Video ad experiences, email communications, interactive vehicle configurators, in-dealership applications, and personalised digital brochures. Each interface needed to feel cohesive as part of a larger system while remaining optimized for its specific medium. Iteration focused on refining transitions between touchpoints, maintaining user context, and ensuring that personalisation felt meaningful rather than intrusive.