Amazon Developer Platform


2016 – 2017


Senior UX Designer

Owned the design of Amazon Developer Services and Technologies elements and templates, guiding its transition from a single client, bespoke hosting service, to a multi-client content management platform. Worked with Amazon client teams to understand and develop business and user requirements that would define the both the client and customer experiences.


Product Owner

Worked with stakeholders across multiple teams to define a product strategy and roadmap that would deliver the features they needed to support their developer customers.


The Need

The Appstore Developer Tech team was transitioning from a team that supported the Kindle Appstore Developer website, to a product team that supported a hosting platform, with multiple technology teams as clients, each supporting a different developer community. While a single website was sufficient when the only developer visitors were focused on publishing Android apps for Kindle, other technology teams, such as Alexa, and Amazon Dash, were also adding their content to the site, as it was the primary developer portal for Amazon. As more content was added, problems with the approach became apparent via customer support contacts:


  • Visitors were overwhelmed and confused by the breadth of information presented to them.
  • It was not clear what information was relevant to their interests, and what was noise.
  • it was difficult to navigate and find relevant information.
  • First time visitors often thought they had come to the wrong page, based on which promotional banner happened to be displayed.

The Solution

After surveying and interviewing developer visitors, and digging into the site analytics, key points became clear:


  • Most visitors arrived by Google search and landed on a page directly relevant to their search, somewhere other than the main landing page. However, they were confused about where to go from that page as the majority of the navigation options were not relevant to their interests.
  • There was almost 0% overlap in terms of the technologies a visiting developer was interested in. No developer stated they were interested in multiple technologies during a single visit.
  • Content related to other technologies was distracting and confusing to visitors.


Armed with these findings, and working directly with client teams, a new business model, hosting model, header design, and information architecture was proposed. A transition roadmap was designed that eliminated the need for the client teams to update their content, reducing the impact on their work capacity to zero. The results were dramatic:


  • Customer support contacts related to navigation were reduced.
  • Page abandonment rates were dramatically reduced.
  • Client teams were no longer reliant on the Appstore Developer Tech team for content updates, reducing turnaround time and enabling the platform to scale.
  • Client teams now owned the information architecture for their own domains, allowing them to tailor the experience for their specific developer audience.