Amazon Certified

My role and responsibilities:

Senior UX Designer: ideation, UX/UI design, prototyping, cross-functional collaboration (tech, product, design systems, vendor)
Research: Usability research

About this project:
Amazon Certified was a customer-facing certification program developed to help shoppers quickly identify products compatible with Amazon’s technology offerings. The certification served as a promise of quality and compatibility, enabling customers to make more confident purchasing decisions. At launch, the program focused on Works with Alexa, Dash Replenishment Services (later rebranded as Smart Reorders), and Amazon Video (now deprecated). The initiative aimed to help customers: (1) identify compatible products faster, (2) reduce time spent comparing options, and (3) discover new products within the Amazon technology ecosystem.

My design process:

Design research synthesis
Sketching/ideation
Scaling for other services
High-fidelity design and prototyping
Cross-team due diligence (design systems, search, detail page team)
Usability testing
Dev-ready specifications

The challenge:
A major customer pain point was understanding which products were compatible with Amazon services. Customers struggled to verify compatibility between devices and services, especially when navigating large search result sets. Internally, one of the biggest hurdles was brand confusion—customers already had difficulty distinguishing among Amazon’s existing badging systems, such as Amazon’s Choice. This created complexity around how to introduce and clearly communicate the value of Amazon Certified branding at both the program and product attribute levels.

The solution:
We focused on designing clear, intuitive ways for customers to identify Amazon Certified products and understand their compatibility. In search, we extended familiar visual callouts to highlight certified product attributes. On product detail pages, we introduced just-in-time educational content that explained how and why a product worked with Amazon services. This dual approach allowed us to reduce customer confusion and build trust, while effectively showcasing how a physical product was enhanced through integration with a digital service.

Results:

3 week post-launch snapshot: