Harmony Styleguide - Home & Kitchen, Amazon

Client: Amazon

Year: 2018 - 2019

Harmony - a new design language for Amazon Home desktop and mobile experience.

Harmony includes a reimagined page structure, navigation, mega menu, filtering style, search results page and more. It incorporates key learnings from customers, considers technical requirements and constraints, and incorporates design principles from the Amazon Home Brand Book. The result is a beautiful, data-driven, scalable design that unifies the Amazon Home shopping experience for the customer.

The Harmony design language was focused on the customer and three tenets - standardize, simplify, and inspire. Equally, it's that Harmony reflects the direction of the Amazon Brand to create a cohesive experience across all channels both online and offline.

Harmony is currently built utilizing existing Amazon page creation widgets, such as; Content Grid, Showcase Billboard, Hero Slideshow, Mega Sub Nav, & Left Nav. However, as we continued to develop the Harmony design, we were confronted with making specific design choices that were not addressed in the Brand Book. Every effort was taken to translate the Brand Book principles into a design that is consistent with UI/UX best-practices and scales well across multiple devices.

Automated vs designer created event pages | Jan ART 2019

  • To streamline design standards, practices and procedures of A.in to be in sync with Global guidelines

  • Synchronise design elements, patterns, and typography usage for storefront layout creation

  • Identified inconsistent design treatment and callouts due to multiple changes and co-branded creatives

  • Identified OHL category pages and subcategory pages in IN and NA

  • Collaborated with designers/Project Managers of Project Harmony during Seattle visit in 2018

  • Undertook multiple in-depth training sessions at various levels and phases

  • Undertook best judgemental approach while introducing new features for IN without affecting customer experience

  • Be mindful of specific IN customer requirements

  • Start design implementation in Dec 2018

  • Start testing by February 2019

  • Tested Harmony style guide with multiple categories within Amazon Home and Kitchen and identified the following hits and misses.

    The OHL team started testing Revised Harmony experience on Home & Kitchen, SA and K&D pages on February 2019 with the following

     

  • Two experiences C (Existing treatment) and T1 (Harmony page) to 50% each.

  • Dial-up criteria- OPS to increase or stay flat

  • Weblab link: https://weblab.amazon.com/#IN_HARMONY_OHL_192963/

  • Weblab duration: as per tool recommendation, else 4 weeks

    The test was flat / OPS -ve hence design recommended and initiated the harmony style guide to revise with seasonal themes/colours which are more intuitive for Indian customers. The revised test / proposed designs /themes are based on the major sale/seasons which are Summer, Mansoon, Festive (Diwali) and Winter.

Test’s on OHL - A.in | Home and Kitchen LP - Existing vs Harmony PC

Test’s on OHL - A.in | Home and Kitchen LP - Existing vs Harmony Mobile

Test’s on OHL - A.in | Kitchen and Dining LP - Harmony

Test’s on OHL - A.in | Small appliances (Existing vs Harmony)

Test’s on OHL - A.in | Small appliances (Existing vs Harmony)

Summer color explorations and theme

Mood Board

Lighting

  • Ambient lighting

  • Not harsh, but soft

  • Directional from left to right White

  • balanced / Neutral tones Light & soft shadows with depth

Styling & Props

  • Indian home with little messy setup

  • Clean Background - no wallpaper

  • Marble or tile flooring

  • Warm and bright interior with windows

Test’s on OHL - A.in | Harmony - India specific seasonal styleguide (Summer)

Metrics:

Abandonment rate: -5.78% probable decrease

CTR: +141% increase
LogOPS: -0.02%, inconclusive
OPS: -0.58%, probable decrease

Test’s on OHL - A.in | Harmony - India specific seasonal style guide (Monsoon)

Mood Board - Lighting

  • Ambient lighting

  • Soft and dim light

  • Directional from left to right

  • Cool & Blue tomes

  • Light & soft shadows with depth

Styling & Props

  • Indian home with little messy setup

  • Clean Background - no wallpaper

  • Marble or tile flooring

  • Gloomy and soft interior with windows

Test’s on OHL - A.in | Harmony - India specific seasonal style guide (Monsoon)

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