DEVICE:
WEB + MOBILE
CLIENT:
AMAZON
YEAR:
2025
EXPERIENCE:
UX DESIGN
about.
Turned a cluttered, anxiety-inducing homepage into a calm "what needs my attention today" experience for small-business owners managing their livelihood through Amazon Seller Central — cutting the noise from 90+ competing modules down to a clear hierarchy of action vs. insight.
my role.
I led the redesign of that homepage experience — what to show, in what order, and how to make performance data feel like insight instead of noise — end to end from research through global launch.
challenge.
Imagine opening an app every morning that's supposed to help you run your business, and instead you're met with dozens of banners, charts, and alerts competing for attention, several of them contradicting each other, none of them telling you what to actually do first. That was the homepage experience for the people using Amazon Seller Central to run their online shops.
process.
Talked to 7 small-business owners to understand how they actually start their day in the app — what they check first, what stresses them out, what they ignore.
Found that people couldn't tell the difference between "you must act now" and "here's how you're doing" — both looked identical on the page, which meant everything felt urgent, which meant nothing felt urgent.
Redesigned the page around that distinction and established it as a lasting pattern for every team adding a new module.
For the performance-reporting piece, people were overwhelmed by a 5-line chart with unclear time windows — a classic case of showing more data making people understand less. I simplified to 3 metrics, fixed the time window, and added local timestamps so numbers felt trustworthy and current.
Added lightweight personalization so different businesses and selling roles, i.e. a jewelry seller and an electronics wholesaler, don't see the same generic homepage — cutting confusing category choices from 12 down to 8 simple roles.
results.
People engaged more (+6.88%) and completed tasks more efficiently (+5.28%) once the page had a clear hierarchy — rolled out to everyone globally.
The simplified performance widget lifted engagement (+0.81%) and hit high satisfaction scores, with early signs of a meaningful revenue lift in the largest market.
Personalized homepages improved task completion by ~1% even in an early rollout test.