Amazon Books Page
Winter Wonderland: A Profitable Holiday Season Page Design
Challenge
Amazon Books needed a strategy to increase sales during the holiday season and compete with Barnes & Noble, which had the advantage of its cozy physical stores and strong promotions. Our challenge was to create an equally engaging digital experience that would attract both readers and non-readers.
Solution
My team and I designed a winter-themed digital store to replicate the cozy, inviting atmosphere of a physical store. We created a style guide with chilly yet cozy illustrations and added cinemagraphs to capture attention and engage both book lovers and non-readers.
Results
After A/B testing, Version B, featuring a cinemagraph and a shorter header, performed better. Users preferred having content above the fold, and the animations were fun and engaging. This led to a 10% sales boost and a 15% increase in CTR.
My role: Design Lead – UX, UI, Interaction Design, Branding, Illustration
Team partners: Product Management, Data, Engineering
Winter Style Guides
Based on the Holiday Style Guide, my team and I created the Winter Style Guide.
Typographic Examples
Onsite Graphics
Illustrations
Cinemagraphs
A/B Testing
Version B, featuring the cinemagraphs, was the one approved in A/B testing.
Winter Wonderland Page
Results
The cinemagraphs, a new video technology, made the page a bar-raising feature within Amazon.
The page redesign led to a 10% sales boost and a 15% increase in CTR.