Amazon Fashion

Concept App

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.
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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.
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03    Interaction Model 
Left: Syle Feed, Middle: Shopping Feed, Right: Dressing Room
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04    Style Feed
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06    Tablet Grid
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05   Visual Filters: Pattern Selection
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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.

Other Works

Echo Show - Home SystemUX & Interactive
BigTime MobileUX & Interactive
Amazon - Alexa WidgetsUX & Interactive
BigTime AI AssistantUX & Interactive
BigTime TimersUX & Interactive
BigTime Report CenterUX & Interactive
A New Design SystemUX & Interactive
Amazon - AmazeConPrint, Branding
White Label Finance AppUX & Interactive
Wedding Branding SuitePrint, Branding
Dear GretchenBook, Print, Photography
Minus The Bear - Infinity OverheadMusic, Vinyl, Lettering, Print
Minus The Bear - Lost LovesMusic, Vinyl, Lettering, Print
Minus The Bear - ApparelPrint, Illustration
Aleve - Pain ReliefMotion, Storyboards
Minute Maid - NaturalsMotion, Storyboards
Stride Rite - Glitzy PetsStoryboards, Commercial
Coca-Cola - TastemakerInteractive, Motion, Storyboards
Washington LotteryMotion, Stroyboards
Minus The Bear - Record Store DayMusic, Vinyl, Lettering, Print
April Showers Bring May FlowersTypography, Print, Font
Coca-Cola - AhhMotion, Illustration
Clorox - Fashionably CleanMotion, Storyboards
J-Power - Powered by NatureMotion, Storyboards
Taco Bell - Doritos LocosMotion, Storyboards, Photography
Shoe Carnival - HolidaysMotion, Storyboards
Sony - The Color of SportMotion, Storyboards
Chase SapphireMotion, Storyboards
Nike: Here I amMotion, Storyboards
AudiMotion, Storyboards
T.Rowe PriceMotion, Storyboards
Betsey JohnsonMotion, Storyboards
Ross: A Brand New DayMotion, Storyboards
Shell: ScientificMotion, Storyboards
Honda Odyssey: Soul TrainMotion, Storyboards
SunsilkMotion, Storyboards
Pretty PicturesLogo, Print, Branding
PeoplemoverMusic, Lettering, Print
Wrapped ApparelIllustration, Apparel
Vacationer - MerchLettering, Print
The Wise OwlLogo, Print, Branding
BloomLettering, Drawing
Minus The Bear - BloomLettering, Drawing
Heck Em'Lettering, Digital
Boss BabeLettering, Digital
Say Hi!Lettering, Marker
Floral "E"Lettering, Drawing
Chiseled "C"Lettering, Digital
Curly "A"Lettering, Pencil, Pen
Be BetterLettering, Marker
SeattleLettering, Digital
Forever FriendLettering, Digital
Totally Awesome!Lettering, Digital
Blood Peach BelliniLettering, Marker
Consistency is KeyLettering, Marker
Dapper TIL DeathLettering, Marker
Duotone "D"Lettering, Digital
Easy Does ItLettering, Digital
FlowingLettering, Marker
Take a Break!Lettering, Digital
Thrifty BitchLettering, Digital
PreciousLettering, Marker
Weak SauceLettering, Marker
The Food Pun SeriesLettering, Digital
Forged in OakLettering, Branding
TranquilLettering, Marker
Hell YeahLettering, Digital
Stanford AerobicsLettering, Print
Clocks SystemUX & Interactive, Illustration
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