Prime Video Visual Design
As the lead visual designer for Prime Video, I craft visually appealing and effective designs and artwork. I translate the brand identity, working with a multitude of teams to ensure consistency, accessibility and a high quality bar for the user experience.
My Role
As the lead visual designer for Prime Video, my responsibilities include:
+ Translating product’s business requirements, user needs, and technical requirements into designs
+ Collaborating with brand to define the visual future of the app and create style guides for internal and external partners
+ Incorporating UX research and user feedback into initial designs and refinement after testing
+ Creating mockups and working with Design Technologists to make prototypes for reviews and user testing
+ Collaborating with the UX department to ensure the brand is represented correctly within the app, create templates for repeating elements, and define important UI features like icons, colors, and illustrations
Outcomes
+ Improving user experience and stronger brand loyalty by creating consistency in the visuals allowing for faster recognition meaning more engagement, purchases and subscriptions.
+ Increased engagement from the intuitive, consistent, and visually appealing designs encourages users to explore, interact, and spend more time on the platform.
+ Higher retention as users have a more positive experience making users feel satisfied with the product and want to return
THEMED MID-HERO CAROUSELS
Mid-Heroes are meant to be visually appealing and engaging, helping to draw attention to targeted information like themed content. This type of carousel was a new addition to the app in collaboration with the UX, engineering and product teams.
Previously heroes were used for these themed content tasks but I worked with the UX and product teams to develop the mid-hero carousel. This carousel is an improvement over previous heroes where you had to click to be taken to the selection of content as it shows 2x3 tiles directly next to the promotional text. I was tasked with creating themed backgrounds and UI that incorporated motion to engage the user and really convey the feeling that each theme had in an immersive type experience.
EXAMPLES OF PREVIOUS THEMED ART
AFTER
BEFORE
PROFILE PAGE REDESIGN
Prime Video doesn’t have a custom profile page or screensaver to promote movies and TV shows from the vast catalog. These containers can be used to highlight pertinent content from the catalog for each customer. Using Machine-learning algorithms, these recommendations will be finely tuned using the individual’s viewing history, preferences, and popular shows. It helps the customer discover fresh content via a new avenue that aligns with their tastes.
CXO’s
+ Surface relevant titles that interest me (the customer) in a delightful manner
+ Get introduced to titles (without asking) that are more relevant
+ Know what content is coming to and leaving the service with more relevance and timeliness
+ Start watching content at start-up with fewer decision and more relevance
+ Provide an additional container for partners to showcase sponsored content that has guaranteed impressions
PROFILE PAGE MOTION
MULTI-TITLE ART
Multi-title art is one of the main forms of advertising for Prime Video and its partners. It highlights multiple forms of content that a user may get by subscribing to a partner channel or through purchasing a prime membership.
This art not only has to work with internal marketing teams but also external partners. It needs to showcase 2-3 titles at a time within safe zones but still maintain a high quality bar. Previous multi-title art was inconsistent, not visually appealing, and had faces and logos covered by safe zones or scrims.
I used the Brand’s “dimple” shape, taken from the Prime Arrow, to create a divider. I made artwork guidelines for the piece as previous versions would utilize too many characters and inconsistent character sizing and placement. Templates were handed off to internal and external partners and included safe zones and padding and mocks so teams could see their artwork with live UX/UI and understand the effects of text and scrim placement on top.
EXAMPLES OF PREVIOUS MULTI-TITLE ART