Background

Echo Frames are smart audio glasses that give people hands-free access to Alexa. Every year, Echo Frames launch a new selections of glasses. As more products add to Echo Frames’ portfolio, it becomes increasingly difficult for customers to find the model that suits them best.

Current Experience

Amazon’s current product page pattern is not working for Echo Frames(2nd Gen) with 9 product selections. For example, when customers thought they were selecting the color of the lenses, they were actually selecting the lens types.

the Challenge

On 2023, Echo Frames increased from 9 products to 16 products, making it even more challenging for customers to select the desirable version. I took on the challenge to design Echo Frames’ Amazon product page.

Building the Foundation

Walking backwards from what matters most to customers when shopping for wearable glasses, I read through past marketing and product research on Echo Frames. Three insights became the building block of my design.

1. Customers want to shop frames like they do with glasses, not other wearables.

2. When it comes to shopping for glasses, customers are style conscious. Availability of new styles significantly increases purchase interest for Echo Frames.

3. When it comes to shopping for styles, customers are led by shapes of the glasses.

Visual Research

I studied existing online and at-store glasses shopping experience. One common denominator persists through all online and offline experience: customers were presented with a wall of frames.

Design Concepts:

I created three designs.

Benchmark: Show what it looks like without “Wall of Frames” design element.

Concept A: Show “Wall of Frames” design element below the fold.

Concept B: Show “Wall of Frames” design element above the fold.

User Testing

consider list out what is unknown too.

IA (Information Architecture)

Combining customer journey, zone concept and personalization, I created the information architecture of a product page that evolves and adapts to the customer and his shopping journey.

Create Designs from IA

Final Designs

Designs for Storytelling

In order to help org leaders visualize my proposal, I took Echo Show 5 product page as an example and created designs.

(Add designs)

Storytelling

STOVE

Iteration 1: split zone

iteration 2: summarizing, lay of land

Learnings

SVP was interested in this idea… presentation.. added to OP2. Unfortunately no funding, but start with zoning.