Amazon
Customer Service
My Role:
Art Direction
Illustration
Motion Design
Campaign Guidelines
My most rewarding role across the numerous contracts I’ve held at Amazon was acting creative lead for Customer Service design at Amazon's D1 Creative department—some would say the most customer centric team at the most customer centric company in the world. It’s me, I’m some.
CS character illustrations
The Task
I was ecstatic at the opportunity to work with Amazons brand new visual language, and completely refresh the look & feel of their Customer Service videos. There were hundreds of topics to cover, across dozens of devices and services.
The State of Things
Prior to my arrival Motion Designers were working in volume, making up visuals as they went. There was very little consistency, and a facelift was long overdue. My first course of action was to create a handful of 1-to-1 examples of how I could improve the CS visuals while incorporating the new greater Amazon style parameters.
Old
New
Working within Amazon’s greater brand guides, I took those three principles and set off to formulate an all encompassing style guide, complete with a demo video thoroughly showcasing animation styles and parameters for future motion designers to reference.
The Effort
I collaborated closely with the team’s senior motion designer, and project lead, to develop foundational principles necessary for a successful customer service video. We ultimately concluded that each video must be relaxed, focused, and Intentional.
Campaign guideline pages. Click to expand.
The Solve
While keeping the videos brand-forward, I proudly boiled down interfaces and devices to their key components, holding on to features vital to recognition such as the placement of interactive elements, and hierarchy.
After successful user testing we were confident our solution would effectively provide the help customers are seeking, in a concise and graceful manner. See a finished CS video below.