Amazon Fashion: Concept App

Visual UX Designer   |   Made at Tectonic, 2014

01    Motion Design by Eric Braff
Interaction Design by Leslie Ferguson

Amazon Style Concept
Designing a Visually-Driven Shopping Experience

The Team:
Interaction: Leslie Ferguson
Visual UX: Gretchen Nash
Motion Design: Eric Braff


This project reimagined how fashion-forward customers could explore and engage with clothing products in a way that felt more inspiring, personalized, and immersive. As the Lead Visual UX Designer, I was responsible for defining the overall look and feel of the experience. Everything from typography and color palette to iconography and UI curation guidelines.

02    Moodboarding Exercise: Discovery

The Challenge

Amazon wanted to evolve its visual shopping experience to feel less transactional and more editorial. Something that could drive habitual use, reflect personal style, and feel as curated as the content users consume daily. This meant rethinking not just features that would be used, but the aesthetic language that would tie them together.

My Role & Strategy

Working closely with one other interaction designer, I led the visual UX strategy and execution. I created a cohesive design system that supported three primary feature areas:

Visual Filtering
Making it easy and delightful for users to filter based on style preferences.

Visual Systen
Defining the UI language (typography, color, iconography, and layout).

Style Feed
A dynamic, scrollable feed of outfit inspiration tailored to the customer.

Filtering Interactions
Creating a system of badging and curation cues to guide and delight the user.

Dressing Room
A preview and comparison experience that feels personal, immersive, and stylish.

Built for Scale
Documenting visual guidelines that could scale across future features.

03    Interaction Model 
Left: Syle Feed, Middle: Shopping Feed, Right: Dressing Room

04    Style Feed

06    Tablet Grid

05   Visual Filters: Pattern Selection

07  Tablet Style Feed

Impact

Though this project was conceptual, it influenced Amazon's innovation strategy for fashion and set a foundation for future iterations. The work was showcased in executive-level presentations and helped influence broader conversations.