FPO - Work in Progress
My Role
As a visual designer on the Japanese and global marketing team, I was responsible for creating visual assets for Amazon devices and their accessories. I collaborated with stakeholders from other teams, including books, music, apps, and videos, to choose content for the device screens. Additionally, I selected a Japanese font for marketing localization and provided design files and feedback to both the internal design team and outside agencies.
Challenges
- Speed and Workload
- The device prices and the accompanying copy were not finalized until the last minute, as the marketing strategy had to be discussed right before the device launch to the Japanese market. ⏱
- Needed a lot of different image sizes for a main visual for various platforms, including Amazon, mobile apps, affiliate programs and other media. 😵
- Design for Japanese Market
- What design approaches were effective in the Japanese market? What else was necessary beyond just translating the US visual assets? 🇯🇵
What I Did
Visual assets for the launch
Examples of marketing visual assets. I created over a hundred images at the launch.
Content for Fire Tablet home screen
Collaborated with books, music, apps, and videos team to decide which content was appealing and the best available for the devices.
Fonts for Japan
Worked with the US design team to determine if the selected font aligned with its marketing guidelines, look, and feel.
Illustration, Graphic Icons
Approaches Taken to Overcome Challenges
Welcome Email Redesign Building the welcome email with the previous template was complex, requiring extra images to be localized and the text to be limited due to space constraints. The redesign resulted in a much simpler, streamlined email, reducing email production time from 5 hours to less than 1 hour by simplifying image localization, and saving over 350 hours in a year across all launches.
Prototype for Gateway asset editor
This is a prototype I built with Fabric.js in 2013 (before Adobe Express) to explore and develop my idea of a tool that enables both non-designers and designers to generate, edit, or localize template images for marketing, thereby saving production time.
