Product · Research
Amazon Style: Design for Curiosity
A physical-retail product and research program centered on curiosity and measurable behavior.
Evidence
Client data
+30%
Store level · BI weekly reporting
Client data
+25%
Store level · BI weekly reporting
Measured
+17%
Ensemble Builder A/B test · items per order
Measured
+80%
Ensemble Builder A/B test · local customer engagement
Measured
+35%
Ensemble Builder A/B test · visibility for preferred brands
Stakes
Amazon Style put a physical fashion store behind an app. Shoppers walked past without knowing what it was, found the interface complex, and felt risk at the moment of choosing — while the fitting room was the one place the experience came alive.
The bet
Design for curiosity: make the store reward exploration, and let the phone and the floor work as one journey instead of two systems.
Three moves
Went where shoppers were. Contextual interviews and shop-alongs on the floor, coded to a customer-experience journey. Why: behavior in the aisle is more reliable than memory in a survey.
Built a shared map. A customer-jobs matrix across awareness, evaluation, purchase and after, and a story map of one shopper’s visit. Why: product, design and operations needed one picture to argue over.
Tested continuity. Compared interface variants for moving between closet, app and store before building. Why: prototype-first tells you why, not only what.
What changed
Store-level figures come from my analysis of Amazon’s weekly business reporting; feature-level figures come from the Ensemble Builder A/B test. Research with Joelle Torneros.
What I’d do next
Tie feature-level experiments to the store-level numbers so each change can be credited to what drove it.
Request the full case
The full case, with the working artifacts, is shared with people reviewing my work for a role or engagement. Confidential, participant-identifying or collaborator-owned material is never shared.